Their immersion into this constructed version of reality has left most people under the age of 30 unable to conceive of social activities that do not involve drinking.
Research indicates that the more children enjoy alcohol ads, the more alcohol they consume.
Direct correlation exists between the amount of time spent viewing television and underage drinking, especially if the programs viewed are music videos. Mass media has created a cultural imperative for many children to drink, resulting in other irresponsible choices such as impaired driving and teen pregnancy, and a greater propensity towards alcoholism later in life. Results of a recent survey in Santa Fe County, New Mexico indicated that nearly 66 percent of teens reported finding nothing wrong with being drunk in public. The Ad-Literate alcohol abuse prevention curriculum was designed to be presented in middle schools. It teaches youth the critical thinking skills they need to see though the seductive appeals used in alcohol advertising and the mass media, glorifying underage drinking.