Question

1. "I really don’t like the taste of liquor that much, but after the first couple of shots, it doesn’t taste all that bad. I know I shouldn’t drink and I always have a hangover the next day, but, hey, college is stressful and how else can I deal with the stress of getting the grades to keep my scholarship and making my parents happy?” What’s your opinion of this person’s attitude? Explain why you agree or disagree. If you disagree, how do you think this person can deal with the stress of getting good grades?

2. College campuses often accept money from companies that sell alcoholic beverages—to support athletic events, for example. By allowing these companies to advertise at campus events, the university makes considerable money to enhance the campus environment and provide quality education. What is your campus’s policy on allowing alcohol companies to advertise or sponsor events on campus? Do you agree or disagree with this policy?

3. Purchase a popular magazine and count the number of cigarette ads in the issue. In reviewing each of the ads, respond to the following questions:

a. Who is the ad targeting (young people, older adults, women)?

b. How is the ad appealing to the target audience (fun, sex)?

c. What does the ad seem to promise if you smoke their brand of cigarette?

Answer 1

1. "I really don’t like the taste of liquor that much, but after the first couple of shots, it doesn’t taste all that bad. I know I shouldn’t drink and I always have a hangover the next day, but, hey, college is stressful and how else can I deal with the stress of getting the grades to keep my scholarship and making my parents happy?”

This clearly implies that this person is highly stressed with his/her college life and wants to continue to keep up their good run. It is implied that the person has a good run since it is mentioned that he has a scholarship, which can only be obtained through good marks and an overall aptitude. Also, it is implied, that amidst all this academic and family pressure, they don't know how to cope up with it and thus are forcefully consuming alcohol to forget that stress. I don't agree with their attitude, since they have quite a submissive attitude. True, it is not easy to cope up with stress for everyone, but their are other ways than submerging themselves in alcohol. They can very well share their problems with any close friend or a sibling ( assuming they have at least one of the two ). They can hear some music or take some time out, to take a break from their stressful life. They could watch some inspirational videos, one by Kelly McGonical, on Ted talks, where she explains how to change a person's view about stress, and how that can relieve stress.

2. College campuses often accept money from companies that sell alcoholic beverages—to support athletic events, for example. By allowing these companies to advertise at campus events, the university makes considerable money to enhance the campus environment and provide quality education. What is your campus’s policy on allowing alcohol companies to advertise or sponsor events on campus? Do you agree or disagree with this policy?

I disagree with college campuses advertising for alcohol just for the sake of extra money. There is no less influence to guide students towards alcohol, one of the major influences being visual media, as well as peer pressure. Over such prevailing situations, if the college campuses advertise for alcohol as well, the student would in no way find consumption of alcohol wrong in any way. Thus, college campuses should avoid sponsorship and advertisements from such sources.

3. a. Who is the ad targeting (young people, older adults, women)?

Young and women are the targets

b. How is the ad appealing to the target audience (fun, sex)?

The ad is appealing by producing various themes such as anxiety reduction, which is said as the effects of smoking, socialisation, satisfaction as a means of variations in taste and promotional buying offers.

c. What does the ad seem to promise if you smoke their brand of cigarette?

It gives brand promise of taste and satisfaction plus a promotional offer of buy one get one free. Or even music CDs free or an extra pack if three are bought together.