Studies show that many alcohol advertisements target youth. About 73 percent of the public blame alcohol advertisements on underage drinking. Most alcohol advertisements link drinking with youth oriented activities such as volleyball, skiing, dancing, partying, etc. In fact when 16 year olds were asked what their favorite commercial was, many said beer commercials (Walsh 1). Many alcohol commercials on television are viewed by teenagers. In fact by the time kids reach the age of 21, they have seen thousands of alcohol advertisements. Advertisements make alcohol look like an important and necessary product to consumers. When asked, most teenagers believe that underage drinking is encouraged by advertisement. They also said the advertisements proposed alcohol consumption as a good thing. Many recent alcohol ads used animal characters that had youth appeal. In 1994 588.8 million dollars was spent on alcohol advertisements. Most of these advertisements were televised with sporting events, which is something that most young people watch (Advertising 1).
"If we can stop a minor from beginning to drink, the greater the chance that this young person will be safe, healthy, and law abiding.," said Shay Bilchick , Administrator of the Departments Office of Juvenile Justice and Delinquency Prevention (qtd. in Justice 1). Georgia implemented a plan in 2001 to enforce underage drinking. The program gets communities .
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involved, by strongly enforcing underage drinking laws. Necessary tools were provided to help enforce these laws as well. More law enforcement was also provided to help communities in their .
fight against underage drinking (Georgia 1). In 1998 the Justice Department gave ten states 400,000 thousand dollars each, to combat underage drinking. Through the use of this money the states will do several things with specific communities.