Slaughter of the Innocents: Alcohol Industry using Advertising to Target Young Adults in College

Student(s):

Justice Jackson, Junior, Business Administration, Metropolitan College of Professional Studies

Faculty Mentor(s):

Dr. Yvette Hall, Johnson C. Smith University
Tiffanie Turner, Johnson C. Smith University

Discipline:

Social Sciences

Abstract:

Why are alcohol impaired accidents a common issue among young adults? The research began with investigating factors that contribute to young adults (18-24) driving under the influence (DUI). The purpose of the proposed research is to explore the business aspect of the alcohol industry and alcohol impaired accidents, and to discover if the alcohol industry uses marketing tactics to target and persuade young adults to drink. The main aspect of the research will focus on how much of an impact the alcohol industry has on young adults, including all external factors that contribute to DUI. Research and observations showed that heavy episodic and binge drinking increase the likeliness of DUI among young adults. Preliminary research led to the following provoking question: Does the alcohol industry’s use of marketing strategies to target and influence young adults to drink, increase the likelihood of DUI and the rate of alcohol impaired accidents amongst this group.

Poster:

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