Introduction

Everyday millions of people engage in activities like watching television, reading magazines, and surfing the internet, during which they are targeted by various companies. Many of these companies include those selling alcoholic beverages, which often target youth through these various medias. Consequently, it is stipulated that advertisements like the one shown below are directly related to the number of underage drinking in the world. This topic of interest, the effect of alcohol advertising on teenagers and their underage drinking, has an ever-growing source of literature. As a result, I have decided to further investigate this theory by using various articles on the topic and compiling their findings through meta analysis. My research question is: How does exposure to alcohol advertisements in the media influence underage drinking?




This Heineken ad displays two Heineken bottles duct taped to a Nintendo controller. The Nintendo controller alludes to the gamin console which is typically used by males aged from 13-24. A vast amount of the people in this age range are considered to be children and are underage.