The Effects of the Mass Media on the Use and Abuse of Alcohol

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Susan Ehrlich Martin, Patricia D. Mail
DIANE Publishing, 1995 - 302 pages
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Assesses the presentation of alcohol in the mass media. Intended to stimulate policy-relevant research. Contains a collection of articles on: the mass media, alcohol, and culture: an overview; a review of research on alcohol advertising and media content; advertising and marketing: applying the principles, practices , and outcomes to alcoholic beverages; health promotion: public service announcements, media campaigns, and media advocacy; and a synthesis of the issues. Illustrated.

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Page 10 - The use of liquor in American life, when not required by the plot or for proper characterization, will not be shown.
Page 263 - The press is no substitute for institutions. It is like the beam of a searchlight that moves restlessly about, bringing one episode and then another out of darkness into vision.
Page 142 - Try not to show excessive drinking without consequences or with only pleasant consequences. 5. Demonstrate that there are no miraculous recoveries from alcoholism; normally it is a most difficult task. 6. Don't associate drinking alcohol with macho pursuits in such a way that heavy drinking is a requirement for proving one's self as a man.
Page 255 - Health defined the mission of public health as "the fulfillment of society's interest in assuring the conditions in which people can be healthy" (Institute of Medicine, 1988, p.
Page 9 - NARB works closely with the National Advertising Division (NAD) of the Council of Better Business Bureaus.
Page 152 - ... produce them, and that children are willing to listen to them. Let me give you a second example. We in the universities, with our limited funds, can only do short-term studies. We put kids into laboratories, have them listen to programs and then find out what they think or feel a few minutes later. But the real problem is the cumulative effect of television, what it does to children six years, not six minutes, later.
Page 9 - A distinguishing and unique feature of wine is that it is traditionally served with meals or immediately before or following a meal. Therefore, when subscribers to this code use wine advertising which visually depicts a scene or setting where wine is to be served, such advertising shall include foods and show that they are available and are being used or are intended to be used. This guideline shall not apply to the depiction of a bottle of wine, vineyard, label, professional tasting etc.
Page 263 - If you don't like the news, go out and make some of your own.
Page 67 - Does alcohol advertising affect overall consumption? A review of empirical studies.
Page 15 - Alcohol ads present an unrealistic picture of alcohol and drinking. They show only the pleasant and relaxed face of alcohol while blacking out the ugly face, the one that mirrors the nation's alcohol problem. If the ads do not tell the truth, at least they should not imply falsehood. The burden of this advertising problem rests not upon researchers and alcohol educators like ourselves, but upon the alcohol industry, as well as the government agencies charged...

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