As children enter adolescence, print and electronic media help them define who they are and what they want to become. Advertisers of alcohol use the power and influence of media to convey a positive message for their products. Alcohol advertisements glamorize drinking and play directly into the needs of teen-agers by promising fun, popularity, relaxation and escape. It's up to parents to help children distinguish between fact and fiction. What the ads tell us . . .
Alcohol use is a rite of passage.
It is a way to enter adulthood and be grown up. Alcohol is used by successful, attractive people. Those who drink are popular, sexy, charming, tough, independent and strong. Drinking alcohol is normal. Everybody's doing it.