You can't survive without drinking. This supports an alcoholic's belief that alcohol is essential for life. Problem drinking behaviors are normal. These ads encourage daily and solitary drinking, classic indicators of trouble with alcohol. Alcohol is a magic potion that can transform you.
Ads offer drinking as a passport to adulthood, luring young drinkers.
Sports and alcohol go together. A recent ad shows a speeding bicyclist with a bottle of beer in her basket, suggesting that sports and alcohol are complementary activities. Alcohol companies often sponsor sports activities, and sports stars frequently endorse alcohol products. If these products were truly dangerous, the media would tell us. Coverage of alcohol-related problems is financially risky for media.