Hacker Argument

George A. Hacker wants to make a very clear point in "Alcohol Advertising: Are Our Kids Collateral or Intended Targets". He explains that no matter what the alcohol industry tries to do kids will inevitable end up in the cross hairs. This is because when someone reaches the age of 21 they are a huge target for the big companies, and according to Hacker " the sad reality is that kids under the age of twenty one fall into this category". Underage kids end up seeing all these advertisements not meant for them but still get a picture in their head that drinking is okay.

Hacker says that the use of " animals, cartoons, humor, music, athletes, an d themes of belonging and friendship" will inevitably catch the fancy of young people. He says many childish promotional campaigns have been used, such as "spuds mcinzie, the Budweiser frogs, and the wassup dogs." Hacker does say the commercials comply with industry standards, although they are "weak" ones. He says that the commercials are not supposed to appeal to underage minors, which he says is an easy feat because only "16 percent of the population is between 10 and 20. He states that companies like NBC are not doing all they could to alleviate the problem.

Television is not the only place we see irresponsible advertising he says. The United States Ski and Snowboard teams hold competitions all over the nation, and in one Vermont competition Captain Morgan was there for the festivities. Hacker says that in a sport where "many of its members are teenagers" it is simply an irresponsible thing to do. They were sending out the wrong message letting the Captain be at this event.

"Beer companies plaster their names everywhere" he says. He states that a prominent indoor soccer team in San Diago is named after liquor. The winter Olympics in Salt Lake added some "extreme sports have been added to the games to broaden the audience." He says that 18-20 year olds are the main target of this expansion. Hacker also says that Anheuser-Busch will be a big sponsor at the games. More unneeded exposure he says.

Hacker then goes into the ever expanding "alcopop" market. A market he says is directed more towards younger people. In fact "10% of all alcopop consumers are under 21" Hacker explains. In the end he says "Whether alcohol producers intentionally target 15 and 16 year olds is irrelevant. They reach them with the most sophisticated and seductive ways possible".

Hackers argument is very well intentioned and smart considering the reasons why he wrote it. But I feel like the article was ineffective at reaching the audience it was intended for and explaining the points it