An Inquiry into the Effects of Alcoholic Beverage Advertising on Consumption

Author

Donald L. Dulle Jr., Fontbonne College

Year of Award

1985

Degree

Master of Business Administration (MBA)

College

College of Business & Professional Studies

Degree Program

Business

Department

Business Administration

Keywords

Alcohol, Beer, Advertising, Commercials, Radio, Television, Magazine, Federal Trade Commission, FTC, Alcohol Abuse, Alcoholism

Abstract

Various organizations are currently proposing either a ban on alcoholic beverage advertising on radio and television or equal time for health messages. Their main intent is to send a message to the White House and to Congress stating that Americans are "fed up" with slick broadcast commercial messages that encourage alcoholic beverage consumption among millions of children and adolescents, as well as billions among the adult audiences.

In November of 1983 the Center for Science in the Public Interest petitioned the Federal Trade Commission to strictly and severely limit the advertising of all alcoholic beverages. In February of 1985 the General Assembly of the United States Senate held hearings on this matter. Both the opponents and proponents aired their views, and Senator Paula Hawkins was given the task of determining the outcome of this hearing.

On May 15, 1985, Congressman John Seiberling introduced legislation to require that when any alcoholic beverage is advertised, equal time should be given for the presentation of health messages regarding various adverse effects that may be attributable to consumption and misuse of alcoholic products. On May 21, 1985, hearings on this matter were heard by the United States House of Representatives.

These two separate hearings clearly gained the attention of the entire alcoholic beverage industry. On both accounts the two subcommittees issued statements that any evidence in favor of either a total ban or of censoring alcoholic beverage advertising would be unfair treatment to any one industry.

Document Type

Restricted Thesis

Recommended Citation

Dulle, Donald L. Jr., "An Inquiry into the Effects of Alcoholic Beverage Advertising on Consumption" (1985). All Theses, Dissertations, and Capstone Projects. 612.
https://griffinshare.fontbonne.edu/all-etds/612