Drinking to feel cool! (Part I)
Wednesday, August 20th, 2008
We are saturated by images and messages designed to influence our attitudes about alcohol. Today’s advertisers not only want to sell us their products; they want to sell us a “lifestyle” based on an idealized image of what our lives will be like if we use their products. How effective would a wine advertisement be if it showed a lonely buyer taking a bottle home, to drink alone while watching television?
But there is another kind of “advertising” that make alcohol be so appealing—the attitudes of families and friends. People around us think of drinking as a necessary part of any successful family/friends gathering or social event. Most of our friends and family associate alcohol with fun and excitement—maybe even as a necessary ingredient for fun and excitement in our lives. Without realizing it, people of all ages fall victim to the glamorization of alcohol—the unrealistic portrayal of its role in a happy and successful life. (more…)




