Kilbourne identifies seven common myths created by alcohol advertisers to sell their products. Drinking is a risk-free activity. Drinking appears to be risk-free. 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.