The Problem of Alcohol Advertisements in College Newspapers

Abstract

In a sample of college newspapers, alcohol advertisements made up approximately one-half of all national advertising. Most of these were for beer. In addition, most of the papers also carried local “on sale” alcohol ads. Ads for soft drinks and for books were far less prominent in the sample. Numerous beer ads contained a philosophy inimical to the aims of college education. Study, learning, science, campus organizations, graduation, and even education itself were ridiculed, and beer drinking was substituted for them. These appeals were considered in relation to studies of drinking problems on campus and peer pressures on students to join in the drinking. Campus efforts toward alcohol education were reviewed and outstanding programs singled out. It was suggested that students, faculty, and staff discuss the problem and seek some resolution.