As I have become more aware and critical of my surroundings, I have found alcoholism to be a dangerously acceptable way of life for many a college student, teenager, vagabond, business professional and even family member*. When considering the sources for justification of alcohol abuse as an acceptable past time, it becomes increasingly evident that the influence of advertisement hold significant power. In presenting this 'ad-buster' I am in no way suggesting that modern day marketing is to blame for human predisposition with a twist of lifelong nurturing. I am, however, hoping that the next time you see print or film ads for major spirits companies you will take a closer look at what they imply. With seemingly formulaic expression, you will find explicit references to wholly uninhibited behavior that would otherwise be considered socially unwarranted. Yet what is the consequence? Within these ads we are granted access to the peak moments of intoxication; just enough to make the viewer wish they were there and drinking that brand, yet not enough to paint the whole picture: arrest, car accident, STD, sexual assault, progressive sclerosis of the liver, even alcohol poisoning with the possibility of aspirating on your own vomit**. While I often observe these undeniably ingenious feats of marketing accomplishment, I often try to picture the fancy-free individuals upon sunrise, perhaps finding themselves in a scene somewhat reminiscent of "The Hangover." This is not to say that alcohol could not, or should not be enjoyed; it is the advertisers' ideas of accomplishment and good fortune attributed solely to consumption, of which, excess is often promoted. In this ad specifically, we see hardly illusive illusions directly related to attractiveness and sex. In an attempt to first lighten the subject, then make a tragic point, I have imitated and subverted a subtitle from the infamous "Maury Povich" reality talk show. I chose a television medium well known for absurdity in order to call immediate attention to the fallacy of monogamy, composure, and seduction protruding from this advertisement. Enjoy!
* If you suspect that you or a loved one has a problem with alcohol, please consider visiting www.aa.org
**I do not personally wish to imply judgement, or offend those who can drink responsibly :) As is obvious, the listed outcomes of alcohol abuse are merely hypothetical and do not apply to everyone. They do apply, however, to nearly 1 out of every 4 of people who will read this.
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