Barlow 1 Hannah Barlow CAS 426W Dr.

Johnstone 27th April 2013

Alcohol Advertising: Ethically Sound or Unethically Savvy? Its your twenty-first birthday; you are now legally permitted to buy and consume alcohol. But will this be the first time alcohol has passed your lips, despite laws prohibiting those under 21 from accessing alcohol? Regardless of the answer, alcoholic beverages and their promotions are all around us, so it is no wonder that minors and even adults have a hard time refraining from having a drink. Alcohol itself has formed a culture; people associate a good time with alcohol. If someone is throwing a party, it is believed that the only way it could be successful is if there is alcohol present. If someone has invited you over for dinner, it is customary to offer them a bottle of wine as a token of thanks. If someone is watching the football game, more often than not, theyre drinking a beer too. Almost every enjoyable event that we can conjure in our minds goes hand in hand with an alcoholic beverage because those are the images we often see. Advertisements for alcohol frame around a simple equation: alcohol equals a good time. So are alcohol advertisements ethical? Do they influence our behaviours surrounding alcohol? Do they promote heavy consumption? And do they influence younger audiences to take up drinking? My aim in this paper is to determine how ethical advertisements for alcohol are by looking at how these advertisements appeal to us, how they may influence our behaviours, and whom the advertisements are targeting. My goal is to produce answers to these questions by using an adaption of Albert Banduras Social Learning Theory and Aristotles three determinants of a moral act. I will look closely at three specific Vodka commercials in order to illuminate some themes common in contemporary alcohol advertisements. I will first explore previous research into alcoholic advertisements by giving a background of what relationships have already been found between alcohol ads and the people they affect. I will then analyse three

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Vodka commercials that portray common themes throughout the universe of alcohol advertisements and determine what these themes may be illustrating to us on a deeper level. Finally, I will use Aristotles three determinants of a moral act to deem how ethical or unethical these advertisements can be and why. Background Anderson et al. (2009) argue that the number of advertisements viewed by teenagers contributes to why teens start drinking or continue to drink at a young age (229). Grenard et al. (2013) argue that, with the primary use of temporal ordering, adolescents who like alcohol ads are more likely to be persuaded to try the product (370), and the effects of advertisement exposure on growth of alcohol consumption over time [is] expected to translate into later levels of alcohol problems (370). Similar findings are noted by Martin et al. (2002), who argue that the number of alcohol advertisements increases exposure and ads that are viewed favourably by youths influence recall and consumption in young adults. Eleven percent of all the alcohol purchased in the United States in 2002 was consumed by underage drinkers (Drinking 2002, page 3). With more access to televisions and the internet, youth are able to access and view resources where alcoholic advertisements are posted readily. Across all age ranges, more than 75,000 deaths were alcohol related and $184 billion was spent annually on alcohol problems (Drinking 2002, page 1). Of these deaths, 4,700 were minors (Fact 2012). About 10.0 million Americans between ages 12-20 report[ed] current alcohol consumption as of 2010, which means 10 million teenagers, approximately 26% of that age group, were consuming alcohol illegally (Underage 2003). Youth who drink alcohol are more likely to experience (Fact 2012), among other things: physical and sexual assault, memory problems, abuse of other drugs, higher risk of suicide and homicide, legal problems like arrests for driving while drunk, and death due to alcohol poisoning (Fact 2012). From the

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numbers, it is apparent that underage drinking is a problem in the United States that doesnt just affect people physically, but also mentally, socially, and emotionally. However, something must be said about alcoholic advertisements that appeal to our desires and tastes, despite the potential health risks that can come from drinking too much alcohol and drinking alcohol on a regular basis. Wyllie (1997) uses the Social Learning Theory, developed by Albert Bandura, to conclude that humans want to imitate behaviours that will lead to positive and/or preferable outcomes, which affects how a young person perceives and responds to these alcohol advertisements. He finds that imagery including a party, a cool person, and a masculine concept (to name a few), is likely to increase alcohol consumption when it is directly and purposefully associated with alcohol. (Wyllie 1997, 105). Engels et al. (2009) even created an experiment to see whether or not alcohol portrayals and advertising have a causal effect on drinking behaviour. These authors said that exposure to alcohol advertising on television may have direct effects on consumption (Engels et al. 2009, 244). They argued that three factors determine whether or not advertisements for alcohol directly affect consumption: 1) the media portrays alcohol positively, 2) people associate a specific cue or event to a specific behavioural pattern, which may lead to habits, and 3) people may drink to imitate what they see (Engels et al. 2009, 244). Although Engels et al. tries to formulate an experiment where some kind of causation could be claimed, it is very hard to target alcohol advertisements as one of the only, if not the only, perpetrator of alcohol consumption. However, from previous research that investigates the possible relationship alcohol advertisements have with consumption, a claim may be made that alcohol advertisements help enforce a culture where alcohol consumption is a positive activity to pursue. By appealing to our needs and desires, alcohol advertisements evoke responses within us that crave the attention and popularity these advertisements positively associate with the alcoholic product they are selling. In doing this, people associate alcohol with positive responses,

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which may lead to the initiation and continuation of alcohol consumption, despite physical and mental health risks (see above). Vodka Ads Almost all alcohol advertisements feature one or more of the following motifs: partying, fun, and sexual appeal. Each one of these common themes is portrayed as eliciting positive responses from those around us. But we could never receive positive feedback from others if we didnt add alcohol into the mix, or so alcohol advertisers want us to believe. There are several ways advertisers appeal to our desires. I will focus mostly on the images of TV commercials and what responses they may elicit from their audience. I chose ads for Pinnacle vodka, Skyy vodka, and Smirnoff vodka to analyse since they are three of the seven highest selling vodkas of 2011 (Sweeney 2012). To better understand the apparent aims of the commercials, I will pinpoint certain themes from the advertisements that invite further ethical questioning. I watched Pinnacle Vodkas Paper or Plastic, Skyy Vodkas Passion for Perfection, and Smirnoff Vodkas Life is Calling advertisements to gain information about three common themes utilised by alcohol advertisers. All three commercials had some aspect of partying, fun, and sex appeal, three common goals of humans that fulfil some of our most innate desires like sex, acceptance, and happiness. Partying, in this analysis, is defined as having many people in the same place, at the same time, doing similar activities that are not laborious. That is to say, a party of people is there by choice not because they are obliged to be there, as at work or school. Pinnacle shows many women and men lounging around a pool enjoying a drink of, presumably, Pinnacle Vodka. Skyy actually moulds their commercial around the idea of a work setting that then becomes a big gathering of people with drinks and music in the end. And Smirnoff shows a mass demonstration

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outside a young mans window that includes people from all over the world, from all types of cultures and professions. Fun, although an abstract word and concept, can be viewed from the actors non-verbal behaviours. Are the actors smiling? Laughing? Dancing? Pinnacle shows a woman smiling in awe at the sight of two handsome gentlemen offering her a drink beside a pool, while she bathes there undisturbed. Skyy implements a number of interactions between men and women that include laughing, smiling, and, at the end, dancing. And Smirnoff includes a juxtaposition of events in its commercials by portraying a young man stuck inside his home on his computer in contrast to a crowd of people outside doing what they love: smiling and dancing, which infers enjoyment. Finally, sex appeal is perhaps the most utilised technique in advertising. Sex sells is a motto that seems to live up to its name. Sex appeal involves the attractiveness of the actors, what they are wearing, and certain suggestive interactions with the people around them. Pinnacle shows all attractive women in skimpy white bikinis, and equally attractive men shirtless, bearing six-pack abdomens. The men are massaging the womans back and offering her alcoholic drinks. The lead female even takes the liberty of dipping her little finger into the whipped cream on top of the drink being handed to her and seductively placing it between her lips. Skyy portrays every female as tall and slender, by showing them wearing only black mini-dresses with high black heels. Men are dressed in professional attire, much like in a work environment. There is much smiling and laughing between co-workers and towards the end of the commercial there is a close-up of a female, who is gently biting her lower, bright-red lip. Smirnoff is not as open with sexual images as the previous two commercials, but there are a few. The integration of air hostesses, a Rio Carnival dancer, a boxer, and some wrestlers brings a sense of sexiness to the advertisement. The Carnival dancers are especially pertinent to the sexual intent of the advertisement, and shirtless boxers and wrestlers could be considered the masculine equivalent.

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This being said, the advertisers did not place these themes in these commercials for the strict intention of entertainment; they want to sell products. But beyond the literal happenings within the commercials, as mentioned above, there is a deeper meaning to what is going on and what messages are being sent to the viewer. The idea of a party does not only correlate with when alcohol is normally consumed, it also invites the sense that alcohol brings people to you. It is almost saying, Alcohol makes you popular; everyone drinks and enjoys it. One of our most basic needs is acceptance from peers, so to put a product on the television and infer through visual messages that drinking can make you acceptable to a community, alcohol becomes a very appealing product, especially to young adults. It also shows that socialisation with many people is the key to having a good time. For those that are not outgoing, not outspoken, and not popular among their peers, seeing images like this may cause more damage than good to the impressionable state of a growing teenager. It is hard for most teenagers to come to terms with the fact that they are not able to imitate the images of the perfect people they see on the television screens all the time; this goes for all advertising, not just alcohol advertising specifically. So is it ethical to portray alcohol as the key to acceptance from peers? Is it ethical for these advertisements to communicate that drinking alcohol increases popularity, and popularity comes from drinking alcohol? But these advertisements makes drinking look like so much fun. They dont show the adverse effects of alcohol. They dont show the searing headache, wobbly stomach, and aching body that a hangover brings the next morning, and for many people that is the least of their worries. Researchers consistently have found that approximately one-half of all sexual assaults are committed by men who have been drinking alcohol and approximately one-half of victims report that they were drinking alcohol too (Abbey et al. 2001, 44). With conservative estimates suggest[ing] that at least 25 percent of American women have been sexually assaulted in adolescence or adulthood (Abbey et al. 2001, 44) and the prevalence of alcohol in half of the

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sexual assaults committed, alcohol is a problem when dealing with situations where sexual assault may occur. Not only do advertisements relieve the viewer from realising the potential risks that are involved with alcohol consumption, such as sexual assault and alcohol poisoning, they portray all scenes where alcohol is involved as positive and fun. This association between alcohol consumption and fun that people have developed through the repetitive images of positive alcoholic experiences not only puts people in danger, but makes people less guarded about their own personal security. This may also be due to the direct effects of alcohol on the person, who, realising the dangers that come from excessive alcohol consumption, may not have drank quite as much. Is it ethical to portray only the positive effects of a potentially harmful substance? Is it ethical to associate alcohol with fun and enjoyment in any given situation despite data that argues that many of these situations are potentially harmful? Not only can alcohol put people in danger of physical harm, but perhaps the more frightening aspect of the way alcohol portrayals is how they manifest themselves in the minds of young people. Through sexual appeal, alcohol ads associate alcohol and sex, which may lead to sexual assaults and rapes, as discussed above. But what this association also does is portray physical beauty with alcohol consumption, which is also associated with fun and popularity. The current cultural preference for the thin female physique primes adolescent girls to be increasingly dissatisfied with their bodies as they mature (Siegel 1999, 155), which can lead to further adverse effects on the audience of these advertisements. Although, some would argue, this goes for all advertisements, the fact that sex is alongside the promise of popularity, socialisation, acceptance, fun, and enjoyment, in alcohol advertisements, makes them far more dangerous to a viewers mentality. Girls [who report] symptoms of moderate to severe depression were less satisfied with their bodies and viewed their bodies as less attractive, competent, and familiar than girls experiencing minimal or no symptoms of depression (Rierdan et al 1988, 110). This lowered self-esteem comes from the constant portrayals of the

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ideal body image that the media is engrossed by. All three advertisements I watched contained slim, attractive women and men. Substance use generally starts during adolescence [due to, among other things] peer pressure, popularity, and depression (Diego et al. 2003, 35) all of which comes from the themes used in the three commercials I discussed above. Is it ethical to advertise a product that can mentally harm the viewer? Is it ethical to sell alcoholic products using sexual images or sexually appealing messages? How ethical is it for the advertisers to sell their products using these images when they can be associated with unhealthy psychological states in young people that may lead to increased alcohol sales? The Inner Workings But exactly how do these commercials work in influencing their target audience? The Social Learning Theory gives an insight into how people are persuaded by what they see and hear. If one perceives an action of another person as conjuring positive responses, they are more likely to then take up the action in an effort to get the same or similar positive responses. According to social-learning theory, drinking is a volitional, goal-directed behaviour that lies along a continuum, ranging from abstinence to alcohol abuse (Wall et al. 2003, 1272). The initiation, maintenance, and development of differential drinking patterns is assumed to be governed by similar learning principles (Wall et al. 2003, 1272), which include observation, so alcohol advertisements may well be associated with those alcohol drinking behaviours. Previous research already suggests that social-learning theory is a valid theoretical model for understanding drinking behaviour (Wall et al. 2003, 1272) since it includes three parts: learning environment, individual behaviour and attitudes, beliefs and perceptions (Boyce 2011, 32). But it can also help explain why alcohol advertisements influence us. Let us take learning environment, which is comprised of both physical (room, size, lighting, noise etc) and social (peers, managers and friends) (Boyce 2011, 32) factors. The physical environment, in regards to alcohol advertisements, may not be entirely applicable, but social factors can play a

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major part. As stated above, alcohol advertisements appeal to our want of acceptance from peers. To gain friends or popularity, drinking alcohol is a viable option. So through social-learning theory, we are more likely to drink alcohol because of pressure from our peers, or for the acceptance of that group. Because alcohol advertisements portray these images of gaining friends through alcohol consumption positively, they could be an indirect influential factor in alcohol consumption. Individual behaviour can be better explained after attitudes, beliefs and perceptions. Most behaviour stems from attitudes, beliefs and perceptions about something, so I will discuss the latter first. Attitudes, beliefs and perceptions are formed through experience (Boyce 2011, 32). Whether it is growing up in a Christian family, having an African American friend, or a homosexual family member, attitudes, beliefs and perceptions come from what you have seen and experienced, good or bad. Alcohol advertisements play an important role in the development of these attitudes, beliefs and perceptions, since they actively portray images that associate alcohol with positive consequences. Individuals expectations about the behavioural, affective, and cognitive effects of alcohol (alcohol outcome expectancies, AOEs) are considers to be critical determinants of differential consumption patterns (Wall et al. 2003, 1272). These expectations come from what alcohol is associated with in media: parties, fun, and sex. Alcohol advertisements affect how alcohol is perceived because it is associated with other positive images and circumstances, which could lead to changes in behaviours towards alcohol. Given that attitudes, beliefs, and perceptions of alcohol have already be tainted by the images they are associated with in alcohol advertisements, behaviours are more likely to change and adapt to these new perceptions. Behaviour is anything a person says or does (Boyce 2011, 32). Of course, alcohol advertisements are not the only thing to blame when it comes to initiation and continuation of alcohol consumption, but it plays a major factor. Now that we have a positive outlook on alcohol, our behaviours are more likely to match what our perceptions are. If

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our perceptions and attitudes towards alcohol are positive, the likelihood that we will consume alcohol increases. Individuals are thought to acquire specific AOEs that proximally influence behavioral decision-making concerning the use of alcohol (Wall et al. 2003, 1272) when they are exposed to positive alcoholic images. In the commercials I analysed, there were three themes: partying, fun, and sex appeal. If the social learning theory indicates that we copy what we see, and that our behaviours may be influenced by these images, what behaviours do they endorse? Using the three themes, it could be claimed that these commercials encourage partying, drinking to have a good time, and sex. These three themes that are consistently repeated in the media, give us specific AOEs, which in turn could lead to behaviours that resemble the images often depicted to us because of our changes in attitudes, beliefs, and perceptions of alcohol and alcohol usage. It is also more likely that young people will initiate or continue consuming alcohol because they relate to the commercials. Young, attractive men and women are the focus of these advertisements, and because we all aspire to be accepted by peers and attractive to potential mates, we will engage in alcohol consumption in an effort to make ourselves look more appealing to friends and mates. The Ethics Question So how ethical is it to advertise alcohol? Using Aristotles three determinant of a moral act, I will explore why, why not, or how ethical the images used in contemporary alcohol advertisements are. Aristotles three determinants are the object of the act, intent of the agent, and accompanying circumstance (Flynn 1957, 181), which all depend on the agent knowingly and willingly (Flynn 1957, 182) acting concerning the person, the means, and the end (Flynn 1957, 182). The object of the act is what name is given to the action (Flynn 1957, 182), so in regards to alcohol advertising, the object is to advertise the product. The intent of the agent is his or her purpose, aim, motive or objective in doing something (Flynn 1957, 182-183), so in our case, the advertisers intent is to sell the product they are advertising. And finally, the

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accompanying circumstances are accidently determinants accompanying a human act, without which the act cannot exist (Flynn 1957, 184), so alcohol advertising circumstances would be that theyre viewed by an audience and the advertiser is in a position to change the ads if they so wished. The object and intent of the advertisement is not questionable ethically. But its the circumstances that are. A number of questions I posed earlier may be explained by this latter determinant. Partying, fun, and sex appeal may fall into this catch-all category in Aristotles model, which then help the questioning of the former two determinants. All the questions I asked above can be clumped together into one question: how ethical is it to advertise alcohol? Flynn (1957) gives an example of an accompanying circumstance. Theft in which John Brown is apprehended while mayor of the city is worse than it would be while he was only a private citizen. He does greater evil in stealing fifty dollars from a poor man than from a wealthy merchant (184). Why? John Brown was elected and trusted into a high position, so to find he has been stealing from the people does greater harm because of his elected role than if he were just a private citizen, and stealing from a poor man does more financial harm to him than it would to a wealthy merchant. In the latter, you could think if the poor man only had fifty dollars, then John Brown took everything, whereas a wealthy merchant would have enough money to not feel the effects of the loss. So the circumstances are levels of harm brought to the victim or in our case, the audience. So how ethical is it to portray alcohol as a way of gaining popularity? How ethical is it to show alcohol as spurring only positive consequences? How ethical is it to sell alcoholic products using sexual images or sexually appealing messages? Using the example above, our continuum of harm or accompanying circumstances, we can answer these questions more completely. Popularity, or acceptance, is what everyone strives for. It is the mental processes that come from achieving this or not achieving it that are harmful. For those that manage to achieve

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popularity, these commercials have little effect since the ad reinforces a norm that is already incorporated into the young persons life. However, in the other direction, the shy, introverted teenager would be majorly affected by seeing these images. Being shown that you are not normal or acceptable to the norm can have major psychological impacts on young adults, which can be said for the sexual images often portrayed in alcohol advertisements too. As noted above, the portrayal of the ideal body image to both women and men can have serious psychological consequences. Both men and women report depression, internal anguish, and lack of confidence due to the medias obsession with perfection. Again, using the example given, it is more harmful to the young man or woman who does not look like the perfect models in these alcohol advertisements. As humans, we want to be attractive to potential mates. The more attractive we are, the more attractive of a mate we can get. When a young person realises they cannot be like the model on the screen, it manifests psychological dislike for the self and perhaps people that are more attractive. This could be the reason why many people are jealous of those more attractive than they. For the young man or woman that is lucky enough to have the looks and the build that media considers perfect, the effects of these ads do very little damage, again because they reinforce something that that person already knows to be a norm for themselves. As well as psychological harms, physical harms also occur. This time, what you look like makes no difference, but more where you are, at what time and with whom. Approximately 50 percent of college women have been sexually assaulted (Abbey et al. 2001, 44). Alcohol advertisements that portray alcoholic consumption only in positive circumstances could be influential in this number since people do not think about the possible harms that come with drinking alcohol. At least one-half of all violent crimes involve alcohol consumption by the perpetrator, the victim, or both (Abbey et al. 2001, 44), a number not reflected in alcohol advertising. The images of fun, partying, and sex infer positive responses from drinking alcohol,

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but the truth is that alcohol manipulate judgement of both the perpetrator and victim, making sexual assaults and rape more likely to occur under the influence of alcohol. In the example given above, the accompanying circumstances displayed a continuum of harm, but in this case, there is not continuum. The continual portrayal of alcohol as a drug that can only be perceived positively allows more room for people to be less aware of the possible dangers that come with drinking. According to Aristotles last determinant, this factor could be considered morally wrong. This brings me back to the advertisers intent and object. If their intent is to sell product, then they are quite within their right to do so. But, if their intent brings harm to the consuming population, there is ethical wrongdoing here because more harm is brought to the population than good. If their object is to advertise, then they are being ethical. However, if the object of the act is done knowingly and willing, it infers that the advertisers know their advertisements affect an audience. You can only advertise if there is a population to advertise to, otherwise there would be no need for it. So as a whole, advertisers are doing more wrong than right advertising alcohol with the images that they do because of the harms that they bring to their consuming population. Conclusion Although there may be no concrete answers about the ethical implications of alcohol advertisements in this argument, there is something to be taken away from this. Alcohol advertisements do not just affect people mentally. These advertisements may influence behaviours and attitudes surrounded by alcohol, which in turn could evoke harms to people. By using three common themes, I illustrate how these advertisements work on us on a deeper level than what they show at face value. Through social learning theory, I emphasise the copy-cat mentality that we as humans have, and how alcohol advertisements play into that. Using images of partying, fun, and sex, these advertisements encourage mass socialisation, a carefree attitude, and an expectation that with alcohol come sex or sexual attractiveness at least. In viewing these

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advertisements, we must be careful about how our perceptions may be changed, and what imitations we may employ from them. Much psychological and physical harm can come from the imitation of these advertisements, and although right now the advertisers know what damage they may be influencing, there is very little they are doing about it, making it highly unethical. From my research, my advice would be to make rational and informed decisions about consequences that alcohol consumption could bring.

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