Looks at the diminution in alcohol use in the U.S. and Europe.
Written in 2008; 2,740 words; 8 sources; MLA; $ 81.95
Paper Summary:
This paper explains that the decrease in the use of alcoholic beverages in the U.S. and Europe is because alcoholic beverages, which once had a status as almost indispensable diet items, today are commodities of discretionary consumption. The paper relates that this shift was affected by several factors, including demographic changes, economic shifts, new social pressures, a growing health consciousness and direct action of the temperance movement. The paper also relates that teenage drinking is still a problem since young people are not given norms by which to judge their own behavior and thus emulate what they see in the adult world without the social anchor to do so responsibly.
From the Paper:
"The Canadian market is more like the American market than it is the European. For the beer industry today, based on reports from the advertising undertaken by different companies, the primary target market in North America as a whole consists of men and younger adults. This fact also explains the emphasis on youth in certain television ads, often with images of people in their twenties in singles bars, at parties, and in locales such as the beach, a swimming pool, a barbecue, or similar site."
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