Correlation of police and racial profiling - Free Essay Example

Sample details Pages: 3 Words: 1015 Downloads: 2 Date added: 2019/08/16 Category Society Essay Level High school Tags: Racial Profiling Essay Did you like this example? A host of Americas underprivileged minorities are accused of being involved in illegal offenses during their ordinary daily routines. This use of stereotypical appearances of ethnic background as a foundation for accusing one of engaging in criminal offense is known as racial profiling. (Dictionary,2018). Don’t waste time! Our writers will create an original "Correlation of police and racial profiling" essay for you Create order This is a dilemma that is notably done by police officers, along with other state and local authorities. It is exercised daily within inner-cities, counties, suburban areas and more. Officers target these people without any form of evidence or probable cause to suspect such accusation. Racial profiling is in violation of the U.S Constitution equal protection clause and unreasonable search and seizures (U.S. Const. amend. IV; amend. XIV). The American Civil Liberty Union (2018) illustrates, how racial profiling disconnects society from law enforcement, interfere with community policing, and damage the trust that the community should in officers to protect and serve. Racial profiling is known to affect the behavior of policemen judgement with weapon use, unjustified stops, and the safety of their well-being (policemen) when in the presence of a stereotypical person of color. Nadal, Davidoff, Allicock, Serpe, Erazo (2017) elaborates on the victims like, 18 year old Michael Brown of Ferg uson, Missouri, who was an African American that was killed by an officer; 12 year old Tamir Rice of Cleveland, Ohio who was an African American ; and 37 year old Alton Sterling in Baton Rouge, LA who was an African American that was killed by and officers. This just goes to show that racial profiling of minorities is at an all-time high. These current incidents direct me to the research question, what is the correlation between the police and racial profiling of minorities? Literature Review Controversial Matter Discrimination alone, has always been a problem within the ethnic and non-ethnic races, but racial profiling had taken a toll on todays youths and adults. The literature work Perceptions of Racial Profiling: Race, Class, and Personal Experience elaborates on the controversial matter throughout the recent years and examines current surveys on peoples personal views on racial profiling along with recent data of studies done with police officers and their daily interaction with the ethnic group in their jurisdiction Weitzer, Tuch, 2002). A recent survey of 1,087 police chiefs found that 60% believe that racially biased policing was not a problem in their jurisdiction, whereas an additional 29% said it was only a minor problem (Fridell, 2001). Within this study, it was found that most ethnic backgrounds did experience a type of profiling. This experience effects the view of the prevalence and accountability of the practice. The findings on social class point to the need for furthered inv estigation and explanation of class influences on elevation of the police. Representation of the Bureaucracy The tension between both the police and the ethnic minorities of the communities have increased over the years. Throughout the literature Black or Blue: Racial Profiling and Representative Bureaucracy Wilkins, and Williams bring together racial profiling, police socialization, and representative bureaucracy. In previous research, the connection of active representation for race in organizations that rely heavily on socialization police departments. Police departments are notorious for their use of socialization to modify the behavior and attitudes of their employees. Therefore, this setting offers a difficult test for the theory of representative bureaucracy. Police departments meet the necessary criteria to facilitate active representation. The policy area of racial profiling is a highly salient issue for minority communities, and police officers exercise discretion in their work. Wilkind, and Willams stated, Subsequently, racial profiling has been defined in various ways, however, for the purpose of this article we will utilize the definition of Ramirez, McDevitt, and Farrell (2000) and define racial profiling as any police-initiated action that relies on the race, ethnicity, or national origin rather than the behavior of an individual or information that leads the police to a individual who has been identified as being, or having been, engaged in criminal activity (3). With its association of race and/or ethnicity as a proxy for an increased likelihood of criminal behavior, racial profiling reflects Skolnicks (1975) conception of Americas symbolic assailant and is symptomatic of a much larger issue of bias-based policing 2005 pg.4). Based on the previous literature on racial profiling, it simply restates the mistreatment and discrimination against those of ethnic decent by police enforcement through their policing strategies. In this review, it highlighted the research study used purposeful sampling to locate 7 African American participants that were interviewed regarding their lived experience with racial profiling. The data collected from the interviews were organized, sorted, and coded to reveal patterns and themes. The findings revealed that the participants believed that they were discriminated against, harassed, treated like criminals, and profiled by the police because of the color of their skin without cause. Based on Jones (2017 pg.22) research, In a similar study completed in the state of Maryland from 1995 to 1997, researchers discovered that African Americans drivers composed only 17.5% of the motorists on state highways; however, comprised 72% of the motorists that were pulled over and had their veh icles inspected by Maryland State Police (Ibe et al., 2012). Finally, in a study in the state of Ohio, it was found that African American drivers were two to three times more probable to receive a citation as opposed to White drivers (Ibe et al., 2012). The frequency of violent encounters involving African Americans and the police in America today, impacts or the attitudes and behaviors of African Americans towards the police needs to be determined, as it could ultimately mend the relationship between the two, as well as reduce the number of violent confrontations. Methods Section Reference 1. (2018). Racial Profiling. Retrieved November 6, 2018, from https://www.aclu.org/issues/racial-justice/race-and-criminal-justice/racial-profiling 2. Jones, D. P. (2017). The Policing Strategy of Racial Profiling and its Impact on African Americans. 1-127. Retrieved November 7, 2018 3. .Nadal, K. L., Davidoff, K. C., Allicock, N., Serpe, C. R., Erazo, T. (2017). Perceptions Of police, racial profiling, and psychological outcomes: A mixed methodological study. Journal of Social Issues, 4. Weitzer, R., Tuch, S. A. (2002). Perceptions Of Racial Profiling: Race, Class, And Personal Experience*. Criminology, 40(2), 435-456 5. Wilkins, V. M., Williams, B. N. (2008). Black or Blue: Racial Profiling and Representative Bureaucracy. Public Administration Review, 68(4), 654-664.

Sacred Medieval Architecture - 789 Words

After the fall of the Roman Empire the political atmosphere was transformed in Western Europe. As the West witnessed a change, brought about by the constant invasion of barbarians, the Eastern Roman Empire remained intact and grew incredibly prosperous. The Eastern Empire had much closer ties between the state and the Christian Church. These ties lead to many elaborate Byzantine churches being built in Constantinople, emphasizing the importance of the Eastern Church in everyday life. The Byzantine architecture maintains a sense of well-balanced proportions and favors a more simple approach to the building’s exterior. The Byzantines established an architectural style, different from the Romans generally by plans that were well†¦show more content†¦Charlemagne’s palace at Aachen housed a chapel, Palatine Chapel, designed after Byzantine churches. Much of the building material was recovered from classical ruins in Italy (â€Å"The Encyclopedia Britannica† p .368-370). Much of the chapel interior remains classical, including rounded arches, the height of the dome and the overall structure is, however, Germanic. After the death of Charlemagne, the Holy Roman Empire assumed power. This time is referred to as the Ottonian age. The Ottonian’s grew upon the designs of the Carolingian culture. This new design is what is now referred to as â€Å"Romanesque†, named for the use Roman architectural elements. Round towers are a distinctive feature of Ottonian Churches. Four such towers can be found at St. Michael’s in Hildesheim. Romanesque permeated Western Europe, finally restoring order to a culturally fractured continent. One advancement in Romanesque style was decoration. Romanesque buildings featured many more architectural sculptures than Carolingian or Ottonian churches. One of the best places for Romanesque sculpture was the tympanum: the semi-circular space above an arched-framed door. Romanesque architecture is sign ificantly more vertically and intricacy than its Carolingian and Ottonian predecessors. The Gothic style took these developments evenShow MoreRelatedKey Characteristics of Gothic Architecture1436 Words   |  6 Pageschanges in the architectural technique of the Romanesque style of architecture and come to a conclusion as to whether the shift in technique led to the rise of the more grandiose Gothic architecture in Europe. All art is inspired and the influences that caused the change in technique will also be investigated. In order to come to a conclusion I read books on the two styles I compared, studied some examples of each form of architecture through photographs, and listened to a few podcasts on the topicRead MoreThe Patterns Of Gothic Architecture755 Words   |  4 PagesMidway through the Medieval Period (750-1350) of Western European Culture there was shift to Gothic architecture. Before this, medieval Europe was dominated by the Romanesque style. Seeing that this is wher e Gothic architecture derived, they are very similar, apart from certain added characteristics. Amongst these are pointed arches and cross/groin-ribbed vaults in contrast to the previous rounded arches and barrel vaults. The design gave way to taller more massive structures, and stained glass windowsRead MoreReligions Reflection in Architecture815 Words   |  4 PagesHow have architectural styles reflected the philosophies, religions, and politics of various cultures throughout history? I would like to focus my discussion on religions reflection in architecture and hope it will not be too lengthy. Religion forms the foundation of cultural identity and has decisively shaped world civilizations based on differing, but not exclusive, views of ultimate value: mercy and benevolence in Buddhism, morality and ethics in Confucianism, respect in Shintoism, devotionRead MoreCultural Influence Of The Early Medieval Era1570 Words   |  7 Pagesallow for new types of artwork to be produced. Artwork during the Early Medieval era, Romanesque era, and Gothic era demonstrates how local and imported ideas intermingle to produce new things. In order to fully express the idea of cultures integrating local ideas with ideas of other cultures to form new artworks, focusing specifically on architecture will allow for the theme to be fully justified. During the dynamic Early Medieval era, which dates back to 500-1000 BCE, European identity was developedRead MoreSacred Heart Church1323 Words   |  6 PagesSacred Heart Church is the second oldest church located 1307 14th Street SW in Downtown Westsi de in Calgary, Canada. It is founded in 1910. There are two main complexes in this architecture, the older complex that is constructed in 1910 and an additional edition in 1930. Throughout the years, the Sacred Heart Church has constantly been adding additional architectural structures and expanding its size. Both complexes in the Sacred Heart Church are rectangular in plan. They both are red brick structureRead MoreSacred And Secular Ideas1974 Words   |  8 PagesThe Melding of Sacred and Secular Ideas Determining whether or not sacred and secular aspects were combined into the visual arts and literature is an important feature when it comes to actually understanding the overall concepts and differences of behind Medieval, Gothic, Renaissance, and Baroque art. For one to truly understand the art, literature, and the concepts behind both, one must first understand the terms sacred and secular. The definition of the word sacred is, â€Å"of or relating to religionRead MoreMiddle Ages as the Age of Faith Essay893 Words   |  4 PagesMiddle Ages as the Age of Faith The Middle Ages is often referred to as the Age of Faith and it is correct to do so, as during this period religion dominated all aspects of life from architecture, literature, art and music. The dominant religion during this period was Christianity. The middle ages saw the emergence #8230; of Christian literary forms#8230; a popular religious culture centred around processions, icons, and relics (George Holmes 42). The crusades were wars fought in theRead MoreMedieval And Millennial - A Pilgrimage Of Meaning1386 Words   |  6 PagesMedieval to Millennial – A Pilgrimage of Meaning In the Medieval times, many Christians went on pilgrimages to venerate sacred objects or places. They traveled around Europe visiting churches and taking treasures with them to set at the sites they visited. During this time, there was an influential emperor who touch much of Europe with a renewing hand. Emperor Charlemagne built an empire embodied with the mission to unify the people, attempting to create one European religion and convert pagan tribesRead MoreEssay On Colosseum1588 Words   |  7 PagesAnnihilating the mass of the Romanesque, Gothic architecture employed slender columns, vaulted ceilings, pointed arches, flying buttresses and large windows to achieve a light, skeletal structure with soaring heights and a light-filled interior (Figure 9) (Nuttgens 1997, 160). The decorative carving further reduces the mass to create a delicate lacework, that coupled with sculptured jambs, piers and archivolts, enhances and disguises the architecture leading Scott (1879, 313) to â₠¬Å"†¦question whetherRead MoreStudy: Gothic Architecture and Following Stylistic Terms Essay1176 Words   |  5 Pagesrefers to the Western Roman Empire. ------------------------------------------------- FALSE Horseshoe arches were an important architectural feature of the: MOSQUE AT CORDOBA Which European country contains the best examples of Islamic architecture? SPAIN The Dome of the Rock is in: JERUSALEM A mihrab is: A NICHE IN A QIBLA WALL Which of the following cultures influenced Islamic art? ALL OF THE ABOVE Islamic decoration makes extensive use of what kind of motifs? ALL OF THE ABOVE

Days later analysis Free Essays

Days letter in my opinion is one of the best zombie films that has been produced in my generation and revalidated the Zombie genre. This is one of my favorites because of its intriguing story line and a great acting performance by all characters. 28 days later provides a plethora of horror engineering, social attitudes, as well as social critique. We will write a custom essay sample on Days later analysis or any similar topic only for you Order Now Released in 2002, 28 Days later draws its viewers in right from the start. At the beginning of the film we see a group of PETA extremists breaking into what seems to be an animal testing facility. This group of people who are breaking into the facility to free a group of monkeys who are being used as science experiments and being injected with what is called the â€Å"Rage† virus. As the group goes to break the monkeys out of their fiberglass cages, a scientist who works at the facility catches them in the act. Here is where us viewers are first introduced (briefly) to the rage virus. The scientist warns them that the monkeys are infected with Rage and that what they are doing is extremely dangerous. The scientist begs them not to open the cages but ultimately they end up doing it anyway. The female in the group opens the cage and the infected monkey runs out and attacks the group where the virus first begins to spread. The rest of the film shows Jim as he embarks on his journey though post-apocalyptic London. Jim wakes up naked in a hospital bed where he has no idea where he is. After he detaches all of the hoses and wires from his body he ventures out into the rest of the hospital where he discovers that something is right. Later in the film Jim runs into a few more survivors and rest of the film shows them making the trip to a military stronghold that they heard about on a radio broadcast. 8 Days later is without a doubt a film that revalidated the zombie genre. While the zombies in this film aren’t what the type of zombie fans are used to seeing, this film is still extremely terrifying! 28 Days Later employs horror engineering techniques to add to the mass amounts of â€Å"scariness† that already exists throughout the film. The first horror engineering technique that is used throughout this film is formlessness. Formlessness is focusing a little more on the creatures appearances throughout horror films. In this case formlessness is employed to make these flesh hungry zombies even scarier than they already are. The zombies in 28 Days later are extremely terrifying not only because they want to eat the uninfected’ flesh but mainly because of their appearance. Like I said before, the zombies in this film aren’t like zombies fans of this genre are used to seeing. They are dirty, they are deformed, and they are fast†¦ Really fast. When these zombies are chasing their prey, they sprint fast as lightning and their arms sway in a fluid motion. This is a small detail that adds massive amounts of horror into the film. There is Just something about these zombie’s fluid body motions that makes them so scary. Another horror engineering technique that was employed frequently throughout the film is mastication. The concept of Mastication is the creature in the specific film involving swarms, crowding, and teeming to overrun anyone that is not infected with the rage virus. Just about every there is a scene with zombies in it (aside from the one that’s chained up) there is an extremely large number of them that require the uninfected to take immediate action. The zombies in this film are already scary enough, but with a group of at least 20 of them chasing after Selene, Jim and the others in the group of uninfected. One scene in particular that is absolutely petrifying is when the Jim and co. Car breaks down in the traffic tunnel. As the tire is being changed we see tunnel rats running in a group the opposite direction. Soon after that Jim notices the silhouettes of the zombies’ shadows on the tunnel walls running in their direction. Things don’t seem too alarming at first but when the zombies come in sight there is more than a few of them, there is a group of 20+ zombies in an all-out sprint running toward them. Luckily the group barely escapes but, that scene alone was enough to get viewers blood pumping! Mastication makes this film even scarier than it already is, because one of these zombies alone is scary enough let alone a group of 20 or more! In this film there are also social attitudes that are present. One of the more prominent social attitudes that are present in this film is the views on modern bio power. In the beginning of the film we see the infected test subjects that happen to be monkeys. It is unknown why the monkeys are infected with the rage virus in the first place but it seems as if scientists were trying to come up with up with a cure for the rage virus where the experiment looked to be ailing because of all of the test subjects that were present in the lab. 8 Days Later has a negative view to this modern borrower that is being used. It seems Danny Bayle and Alex Garland (Director and Writer) were trying to send a message that the modern evolution of borrower can be risky business if we aren’t careful. 28 Days later was a clear depiction of what life would be like if the use of borrower wasn’t carefully handled. In the case of the film scientists were not careful because of the way a small gro up of PETA enthusiasts were able to sneak into the science facility and let the rage iris lose. It would be extremely difficult to imagine Danny Bayle and Alex Garland directing and writing a movie where modern borrower is a raging success, probably because it would be difficult for borrower to have that type of outcome. Other social views that are in this film are the shifting attitudes towards gender. One of the first characters that are met in this film happens to be an African British female by the name of Selene. She and another male are the first two people that Jim meets right when he gets out of the hospital and begins to wander the streets of London. For the iris half of the film, there is a positive social attitude towards females. Selene is a walking zombie killing machine and is extremely knowledge on how to take care of her self in post-apocalyptic times. In other words she is a complete bedaubs! Selene even teaches Jim a few things such as after the first time they are attacked together she asks Jim if he got zombie blood in his eyes or mouth. Selene then proceeds to tell Jim that if someone is bitten then you only have a short period of time to kill that person before they turn. Selene shows Jim her ways and even saves his ass every once and a while. The positive views towards the females in the film are apparent and wouldn’t be surprised if female viewers were to shout muff Go Girl† a few times throughout the movie! To contrast, these positive views kind of disappear in the second half of the film. As the group makes it to the military stronghold the Major Henry West informs Jim that he had promised all of his men women if they were to send out a radio broadcast about their location. After Jim is informed is when things shift downwards in terms of social attitudes towards female at least for this part of the film. It is night and day when comparing the views towards females from the first half of the film to the second. In the first half Selene is a zombie killer with a ton of different skills that she uses in order to survive. In the second half Selene and Hanna are nothing but sex dolls for the soldiers at the strong hold to play with. The soldiers begin to harass and inappropriately touch Selene and Hanna to the point where zombies aren’t the only things they should be afraid of anymore. At one point the horny soldiers think it would be a good idea to get Selene and Hannah all dressed up n extravagant dresses to make them look even more appealing. Hannah and Galena’s stay at the makeshift military base is not a pleasant one to say the least. 28 Days Later also does a fantastic Job at illustrating what life would be like after society has failed. At the very beginning of the film we see one of the test subjects being shown montages of global disaster and conflict. It seems that the film was trying to send us a message, and that message was if we as a society keep on the same track then the ending could be a disaster and something to similar to 28 Days later could become a reality. Some perspectives could see this opening scene as humanity being the tied up monkey watching these tragic events happen before our eyes and then facing death from the rage virus. 28 Days Later at the time was a misunderstood masterpiece where over time it has shifted into a classic film that revalidated the zombie genre. 28 Days Later will without a doubt go down as a classic film as it perfectly summed up how crazy our society is and what it could become if we aren’t careful. Danny Bayle and Alex Garland did a fantastic Job at putting this film together making it one of the best and most recognizable zombie films of my generation! How to cite Days later analysis, Papers

Advertising and Alcohol Essay Example For Students

Advertising and Alcohol Essay Advertising and AlcoholAlcohol manufacturers use a variety of unscrupulous techniques to advertise alcoholic beverages to children. Perhaps the worst example is Anheuser-Busch Co., the worlds largest brewer, which uses child-enticing cartoon images of frogs, dogs, penguins and lizards in ads for Budweiser beer. These Budweiser cartoon characters are hugely popular with children, just like Joe Camel ads. A KidCom Marketing study once found these Budweiser cartoon character ads were American childrens favorite ads. This is no accident. Anheuser-Busch is conducting an advertising campaign to get children to start drinking beer. These Budweiser ads are unconscionable. So are Phillip Morriss Miller Lite twist to open commercials, which are among childrens top 10 favorite ads, according to another study by KidCom. Hard liquor ads on television are equally unconscionable. In June, 1996, Joseph E. Seagrams Sons Co. broke a 48 year old voluntary ban on advertising hard liquor on television. Five months later, the Distilled Spirits Council of the United States (DISCUS) re-wrote its Code of Good Practice to allow its member distillers to advertise on radio and television. Even if these TV ads are aired only after 9 or 10 PM, they will still reach millions of American children. Alcohol advertising may increase alcohol consumption, including drinking by minors. Based on this effect, various municipalities around the country have attempted to ban alcohol advertising. These attempts have met with mixed results in the courts. This section will attempt to explain how a municipality can legally ban alcohol advertising. Commercial SpeechThe only constitutional impediment to banning alcohol advertising is First Amendment freedom of speech. Alcohol producers and their advertising companies will usually bring suit against a municipality which bans alcohol advertisements, arguing that the ban is an unconstitutional abridgement of the freedom of speech. Advertising, however, is only commercial speech, which is protected by the First Amendment 1. but not to the extent that political speech is protected. Therefore, a municipality can regulate advertising much more than it can regulate pure First Amendment speech. Types of Alcohol AdvertisingAlcohol is advertised on billboards and other signs, in print, and on radio and television. It is also advertised on public transportation, in athletic stadiums, in bars, and on delivery vehicles. Because the Supreme Court believes that some types of advertising have effects unlike other types of advertising, the law regarding each is different. A municipality may not, therefore, simply pass a law saying All alcohol advertising shall be prohibited. This would clearly be an unconstitutional infringement on commercial speech, as well as vague and overly broad. Municipalities must be selective and regulate those types of advertising which they can prove are linked to increasing minor consumption of alcohol. BillboardsBillboards are a major forum for alcohol advertising. Children and teenagers are regularly subjected to these types of advertisements, but parents cannot effectively control their childrens exposure to alcohol billboards. Billboards cannot be turned off like other types of advertising.A municipality probably may ban billboards advertising alcohol, if it can demonstrate that these billboards have an adverse effect on minors. The Supreme Court has found that billboards are a unique form of advertising and subject to extensive regulation. The City of Baltimore recently banned outdoor alcohol advertising and defeated the advertisers free speech argument in court. A federal circuit court upheld the ban on alcohol advertising on billboards as not an unconstitutional infringement of the advertisers right of free speech. Warning LabelsChildren and teenagers are adversely affected by advertising that glamorizes alcohol consumption. Unlike cigarette advertising, alcohol advertising d oes not carry any mandatory health warnings. Federal law regulates warning labels on cigarette advertising, but not on alcohol advertising. The Federal Alcohol Administration only requires warning labels on alcohol containers and packaging, not on pure advertising. Therefore, state and municipal governments have no power to impose their container or packaging warnings. They may, however, be able to impose warning labels on advertising, because federal law does not address this question. .u5b7bec64788a4a8ab2a46d77fc9c1d6c , .u5b7bec64788a4a8ab2a46d77fc9c1d6c .postImageUrl , .u5b7bec64788a4a8ab2a46d77fc9c1d6c .centered-text-area { min-height: 80px; position: relative; } .u5b7bec64788a4a8ab2a46d77fc9c1d6c , .u5b7bec64788a4a8ab2a46d77fc9c1d6c:hover , .u5b7bec64788a4a8ab2a46d77fc9c1d6c:visited , .u5b7bec64788a4a8ab2a46d77fc9c1d6c:active { border:0!important; } .u5b7bec64788a4a8ab2a46d77fc9c1d6c .clearfix:after { content: ""; display: table; clear: both; } .u5b7bec64788a4a8ab2a46d77fc9c1d6c { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u5b7bec64788a4a8ab2a46d77fc9c1d6c:active , .u5b7bec64788a4a8ab2a46d77fc9c1d6c:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u5b7bec64788a4a8ab2a46d77fc9c1d6c .centered-text-area { width: 100%; position: relative ; } .u5b7bec64788a4a8ab2a46d77fc9c1d6c .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u5b7bec64788a4a8ab2a46d77fc9c1d6c .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u5b7bec64788a4a8ab2a46d77fc9c1d6c .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u5b7bec64788a4a8ab2a46d77fc9c1d6c:hover .ctaButton { background-color: #34495E!important; } .u5b7bec64788a4a8ab2a46d77fc9c1d6c .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u5b7bec64788a4a8ab2a46d77fc9c1d6c .u5b7bec64788a4a8ab2a46d77fc9c1d6c-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u5b7bec64788a4a8ab2a46d77fc9c1d6c:after { content: ""; display: block; clear: both; } READ: Sas Institute Term Paper EssayAdvertising increases alcohol consumption, which increases alcohol abuseright? WRONG. There is no solid evidence from either scientific research or practical experience that this theory of advertising is correct. A study by the Federal Trade Commission found that there is no reliable basis to conclude that alcohol advertising significantly affects consumption, let alone abuse. Advertising does not increase consumption. For example, alcohol brand advertising was first introduced in New Zealand in 1992. While advertising continues to increase, consumption continues to fall. WHAT ADVERTISING DOESIf advertising doesnt increase consumption, why bother to advertise? The answer is simple: to increase market share. Alcohol is a mature product category in that consumers are already aware of the product and its basic characteristics. Therefore, overall consumption is not affected significantly by advertising specific brands. Instead of increasing total consumption, the objective of advertisers is to create brand loyalty and to encourage consumers to switch to their brand. Thus, effective advertisers gain market share at the expense of others, who lose market share. They do not try to increase the total market for the product. An example can illustrate why they dont. The total retail value of beer produced annually in the U.S. is about $50 billion. If a producers advertising campaign increases its market share by one percent, its sales would increase by $500 million. However, if the total market for beer increased by one percent, a brand with a 10% share of the market would only experience a sales increase of $50 million. Clearly, a producer has a great incentive to increase market share, but little incentive (or ability) to increase the total market. For this reason, advertisers focus their efforts on established Consumers. They seek to strengthen the loyalty of their own consumers and induce other Consumers to try their brand. One of the main arguments against alcohol beverage ads on television is that they normalize drinking in the minds of young viewers. To the extent that this is true, the ads may be performing a positive role. The commonplace nature of alcohol ads on TV serves not to glamorize the products, as some critics suggest, but to cast them as mundane consumer products, right alongside aspirin, cookies, and alkaline batteries. Thats a constructive way for young people to view them. On the other hand, if we treat beverage alcohol as a dangerous substance to be avoided and not even advertised, we inadvertently raise it up from the ordinary into the realm of the powerful, the tantalizing, and the desirable Big Deal. In so doing, we slip into the familiar, failed pattern of demonizing the substance of alcohol rather than discouraging irresponsible behavior. We should help young people regard the substance of alcohol as neutral neither inherently good nor inherently bad. What matters is how it is used, and we must convey by word and example that the abuse of alcohol is never humorous, acceptable, or excusable. Do alcohol ads portray the products being enjoyed in the most appealing settings and by the most attractive people? Of course they often do no less than do ads for cars, instant coffee and anti-fungal sprays. That normalcy of alcohol ads helps demystify the product which is a good place to begin encouraging realistic, moderate, and responsible attitudes about it. Responsible attitudes toward alcohol are based on the understanding that such beverages are yet another part of life over which individuals have control, like exercise, personal hygiene, or diet. If alcohol beverages are to be used moderately by those who choose to consume them, then its important that these beverages not be stigmatized, compared to illegal drugs, and associated with abuse. They arent dangerous poisons to be hidden from sight and become a subject of mystery and perhaps fascinating appeal. But that would be the message sent if alcohol commercials were banned from TV.