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Lifestyles: Alcohol Ads

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A new study shows television ads about alcohol may be driving kids to drink.

Beartooth NBC's Charlie Misra has more on this story in this week's Lifestyles Report.  A study in the medical journal Pediatrics finds 7th graders who are exposed to alcohol ads on television, and who say they enjoy the ads, may experience more severe problems related drinking alcohol in their teen years.

Capital High School Peer Mentoring Teacher Kelley Morand the alcohol industry spends upwards of 3 billion dollars on advertising each year, and kids have to deal with more today than their parents did.

Morand says, "Kids have way more marketing these days than they did in the past and girls are four times more likely to binge drink today than their mothers did years ago."

Morand says kids and teenagers need to develop media literacy in this modern era, especially when companies focus on the fun parts of drinking in their advertising campaigns, rather than the negative consequences.

Morand says, "Media literacy helps kids to think critically.  We want them to look at media, think about it, be able to deconstruct what the real messages are, and be able to be critical thinkers about everything that's in their life.  Especially when they're so greatly affected by media.  They see it all the time. They're surrounded by it."

Morand says parents can get involved too by having active conversations with their children about advertisements.

Morand says, "Instead of just getting up and leaving the room when you see a message or when you see a billboard, an ad, talk about it with your kids and say 'What do you think that ad is trying to say?  And what do you think is really true about the different products that they see?"

Morand says other factors such as family situations and friend dynamics can also impact whether people drink more as they grow older.  She says ads are just one influencing factor.


Story by Charlie Misra, Beartooth NBC.
Copyright ©2013 Beartooth Communications Company. All Rights Reserved.

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Tagged as:

Capital High School, Lifestyles Report, Charlie Misra, Alchohol Ads, Kelley Morand, influencing factor, family situations and friend dynamics

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