Responsibility and brand advertising in the alcoholic beverage market Essay - 1

Responsibility and brand advertising in the alcoholic beverage market. The modelling of normative drinking behaviour. by Debra Jones Ringold - Essay Example Thesis Statement: The purpose of this essay is to critically review the above article by Ringold (2008). The theories, ideas or beliefs that the author tested will be summarised; the contents of the article will be condensed; and the weaknesses and strengths of the research study will be critically analysed. Ringold (2008) states that her study revealed moderate consumption of alcoholic beverages as the norm in the United States. This is similar to the results of the Gallup polls (2004) which have indicated the same outcome since 1939. The recommendations given by the United States Dietary Guidelines on moderate drinking was consistent with the consumption found in 90% of people who consume alcohol. This is supported by Saad (2005), who states that underage drinking and alcohol abuse have considerably reduced in the last three decades. The per capita consumption of alcohol has continued to decline over the past twenty-five years, states NIAAA (2006). The main aim of the article by Ringold (2008) is to study the outcome of alcoholic beverage advertising on its consumption levels. The research study takes into consideration the actual and desired impacts of, describes and evaluates the controversy regarding industry-sponsored responsibility campaigns; and identifies a number of issues that require future research. The results of the study reveal that alcoholic beverage advertising does not exert a material influence on total consumption or abuse. On the other hand, it models normative drinking behaviour, hence may be a crucial inhibitor of alchohol misuse. Responsibility efforts sponsored by industry, by government and by nonprofits lead to desired changes, modeling desired drinking behaviours, and may be more beneficial for heavier drinkers. The article by Ringold (2008) is timely, because of the continued trend of increased expenditure on advertising, undertaken by alcohol manufacturers. This is