David Jernigan Children Are Proposed To Alcohol Advertising Analysis

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Children Are Overexposed To Alcohol Advertising

Underage drinking is an issue in the United States that isn’t caused by any one factor, but advertising receives most of the blame. Alcohol advertising has always been a topic of discussion, and alcohol itself was banned in the United States from 1920 to 1933 (“Alcohol Prohibition Was a Failure”). In “Children Are Overexposed To Alcohol Advertising,” the author, David Jernigan argues that children see too many commercials related to the consumption of alcohol, which increases the chances that they begin drinking before they are of legal age. The author separates his main ideas into six subtitles that all revolve around underage drinking.

“Fueling Underage Drinking” focuses on people under
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He provides a very good amount of research to help prove his point by finding outside sources. In my research I found two articles that focused on the same topic and had very comparable opinions to David Jernigan. The authors of one article gives a take on how to limit underage drinking through “An Educational Response”. They mention that in early years, the parents need to talk to their children about how the companies try to persuade viewers so that when they see the advertisements they can understand that not everything is positive about the situation like the advertisement might make it seem. Then the authors notes that in the middle years is where most of the consumption begins to take place. The children are now close to, or in their teenage years and (they) need to learn the perspectives and intentions of the people presenting the advertisements. The third section is about older teens, where even though seeing alcohol advertisements after already beginning to drink doesn’t typically affect the person, the ones seen a few years ago might ("Alcohol Advertising and Kids - Teaching …show more content…
The authors attempt to debunk the idea that the youth are being overexposed using the argument that ages 18 to 20 are truly young adults and display more of the same attractions and habits that people 21 and over do. This makes it much harder for companies to avoid youth when advertising because the ages 18 to 20 are boosting the youth readership percentage in areas targeted by companies. The authors then bring up the point that in most cases about 80% of the audience being advertised to is of the legal drinking age. The article ends with the authors challenging David Jernigan’s view, asking why alcohol advertising hasn’t been banned if it has caused such an issue, or why there hasn’t been an age requirement established for purchasing magazines that advertise alcohol. This article lacked the strong points made in David Jernigan’s article, that are important when trying to persuade a

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