Alcohol and the Super Bowl
On the eve of Super Bowl Sunday -- one of the deadliest days for drunk driving crashes and which draws record-high TV viewership -- a Mothers Against Drunk Driving (MADD) news release blasted alcohol marketers for continuing to develop and broadcast new "cartoon"-type advertisements with strong appeal to young people.
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"Campaigns such as the Budweiser lizards and frogs are unconscionable at a time when underage drinking is at epidemic levels, alcohol-related traffic deaths among 15 to 20 year-olds is at a six-year high, college students are drinking themselves to death, total U.S. drunk driving fatalities are not continuing to decline significantly and Americans have grown complacent about this preventable tragedy," said Karolyn Nunnallee, national president of MADD.
The average U.S. child will view approximately 75,000 beer ads by age 18, according to Nunnallee. "Alcohol marketers are bombarding our children with characters that look like they belong on Saturday morning cartoons and it's absurd to think these don't affect our young people," said Nunnallee. "The lizards are an expansion of the frog campaign, and even worse. Personalizing the lizards with names creates overwhelming youth appeal and moves us back to the days of 'Spuds McKenzie' which drew outrage from the public. What part of 'take these harmful messages off the air' does the alcohol industry still not understand?"
While alcohol has been known to pose short-term health risks to youth, a study released last week by the National Institute of Alcohol Abuse and Alcoholism shows that the younger a person starts drinking, the more likely he or she is to abuse alcohol or become an alcoholic in later years.
Although MADD has never called for a ban on alcohol advertising, the organization has repeatedly called on alcohol beverage marketers to adopt responsible advertising and marketing practices such as avoiding promotional campaigns that target young people or use animals, cartoon characters or other symbols that appeal to youth.
Counter-campaigns
In April, 1996, MADD responded to the Budweiser frogs with a public awareness program that urged young people to "Be wise-errr than your buds...(you might get smashed)." A clever play on words, the MADD counter-campaign included posters and T-shirts showing literally smashed versions of the Budweiser frogs.
Drunk DrivingThe DangersThe likelihood of a driver having an accident is increased with each drink he takes. The Penalties In case you haven't noticed, the penalties for drinking and driving have been getting tougher. The Effects Links to internet resources about the risks of drinking and driving and society's reaction. |
The new FCC chairman, William Kennard, has expressed urgency on this issue. When he took over in November, Kennard called for an inquiry into the effects of alcoholic beverage advertising on children.
As Americans plan for Super Bowl Sunday, Nunnallee notes that it now has become a popular day for parties and celebrations among family and friends. She reminded people under 21 to never drink, and urged people of legal drinking age to drive safe and sober and to always designate a driver.
Nearly 54 percent of all fatal traffic crashes on Super Bowl Sunday are alcohol-related. In 1996, only Christmas Day ranked a percentage point higher.
Founded in 1980, Mothers Against Drunk Driving is a non-profit, grass-roots organization with more than three million members and supporters and 600 affiliates nationwide. MADD is not a crusade against alcohol consumption, but a group of concerned individuals working to prevent drunk driving, stop underage drinking and support the victims of this violent crime. For more information about MADD, contact your local chapter, call the national office at 214-744-6233 or visit MADD's national website at www.madd.org.
Mothers Against Drunk Driving
P.O. Box 541688
Dallas, TX 75354-1688
1-214-744-6233
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