Responsibility and brand advertising in the alcoholic beverage market Essay - 1

Responsibility and brand advertising in the alcoholic beverage market. The modelling of normative drinking behaviour. by Debra Jones Ringold - Essay Example Thesis Statement: The purpose of this essay is to critically review the above article by Ringold (2008). The theories, ideas or beliefs that the author tested will be summarised; the contents of the article will be condensed; and the weaknesses and strengths of the research study will be critically analysed. Ringold (2008) states that her study revealed moderate consumption of alcoholic beverages as the norm in the United States. This is similar to the results of the Gallup polls (2004) which have indicated the same outcome since 1939. The recommendations given by the United States Dietary Guidelines on moderate drinking was consistent with the consumption found in 90% of people who consume alcohol. This is supported by Saad (2005), who states that underage drinking and alcohol abuse have considerably reduced in the last three decades. The per capita consumption of alcohol has continued to decline over the past twenty-five years, states NIAAA (2006). The main aim of the article by Ringold (2008) is to study the outcome of alcoholic beverage advertising on its consumption levels. The research study takes into consideration the actual and desired impacts of, describes and evaluates the controversy regarding industry-sponsored responsibility campaigns; and identifies a number of issues that require future research. The results of the study reveal that alcoholic beverage advertising does not exert a material influence on total consumption or abuse. On the other hand, it models normative drinking behaviour, hence may be a crucial inhibitor of alchohol misuse. Responsibility efforts sponsored by industry, by government and by nonprofits lead to desired changes, modeling desired drinking behaviours, and may be more beneficial for heavier drinkers. The article by Ringold (2008) is timely, because of the continued trend of increased expenditure on advertising, undertaken by alcohol manufacturers. This is

Litature Essay Example | Topics and Well Written Essays - 1000 words

Litature - Essay Example American Revolution and the declaration of independence play a vital role in the process of identity formation and one can find the subterranean interrelation between American literature and American identity. Technologies and electronic developments affect the reading habit and it also influences the literature in America. American Renaissance is often considered as a hopeful movement that visualized America as the real descendant to the great western civilization. Renaissance which occurred in mid 19th century has paved the way for an overall change in American social as well as literary filed. During the periods of 1800 to 1870, most of the American masterpieces were produced. After a detailed analysis of the history of American literature one can see that after renaissance writers in America followed a new style or method of storytelling and versification. The expression of national spirit is another major characteristic of new American style. Current political and cultural sphere is filled with the evilness of terrorism and other types of crisis. One can feel that literature should illustrate or reflect the evilness and futility of terrorism and other regional polarizations. The exponents of transcendentalism have focused in a new culture based on native rudiments or ‘Americans’. American ideal of individual consciousness and actions is the most significant feature of American style. Ralph Waldo Emerson, one of the striking figures in Renaissance literature has given more emphasis on the philosophy of self reliance which represents the need for the individual to check most of all types of social customs and to change ideas by the commonly accepted standards and values of the community. Self- reliance, individualistic power, enthusiastic feelings about the fascination of power, superior human intelligence and the philosophy of action are visible in American writings during Renaissance period. All