_ )Sent a target group for all kinds
‘of advertisers because we are |
impressionab/e and represent -

. present’ and future markets.
Do teenagers really act and
“think the way these ads ; portray us?
‘4S. don’t think so...

“ ‘Take a beer commercial. What
-is it that you see? The commercial -

‘depicts a lot of young people, par- *
tying with bright lights, loud mosic

and a lot of beer, An illusion of

“glamour, sexiness, social accept-

“ability and carefree youth. Put it all
“together and you have just created

an award-winning beer.commer- .-

cial; ‘or at the very, least, a good -
tt ime had by all: So you think,
Beer companies tell us that beer

iS a good time and that no one gets

hurt. Their bottom line? You can’t
have fun without beer. ;
Funny how everyone is exposed
~ to the fun side of alcohol, with not
one glimpse of the hazards that
= might lie ahead. In these commer-
“cials you'll never see the devasta-
-tion that a drunk driver may cause.
‘Or the sickening hangovers that
‘often follow a night of partying. .
‘| spoke with Aaron Cruikshank
‘about drinking habits of most.
’ teens, and he said, “most people
don’t buy beer, they rent it!”
y) Another example of youth tar-
'get-advertising are cigarette ads.
. «Smoking is often depicted as
. and parcel of the latest
ifestyle rends, with ads showing
“peaple who are youthful and beau-
tiful with lives brimming with
achievement and financial success.
Cigarettes are a unique product.
. They can kill people. Smokers

have bad breath, cough uncontrol- -

lably and are more likely to devel-

_+ 0p an incurable disease.

The ads trick you into believing
that smoking is cool, or that you’re
the sophisticated elite in the crowd.
You've just had your coffee in your

_ fashionable apartment, and of
course your cigarette.

Why not have a realistic ciga-
rette commercial, A vivid look at
‘infected lungs, or how lung cancer
" spreads and kills you.

_. . Inmy opinion, the advertising
industry is not clean and honest,

" but big and powerful and filled

.' With half truths, where the con-.

.. sumer’s will-power is put to the
test day after day, Advertising is in
place to sell goads.

Teenagers must remember that
‘ the target of this type of advertis-
ing is us. We can dream about
tomorrow, but be aware that adver-
. tising can cost us a lot today.

Craig McAllister is a Grade 12
" student enrolled in Video
Production 12 at the Leo Marshall

* Curriculum Centre.

SEE”
English Conversation,
‘Reading, Writing

Te

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