Law, Business, and Society 9th Edition by Tony McAdams

Exercise 32

The Wall Street Journal reported that "Alcopops"-fruit flavored, fizzy liquors such as Bacardi Breezers and Smirnoff Ice-are targeted to young women by a "barrage of ads." Heineken, for example, expanded its marketing for Amstel Light by placing ads in Glamour and InStyle. Cocktails by Jenn, a line of vodka martinis in flavors such as Blue Lagoon, Appletini, and Lemon Drop, come with small charms-a diamond ring, a purse, a high-heel shoe-on the bottles. A study found that young American and British women, in 2004, drank a third more alcohol than they did five years before. 95
a. Has the alcohol industry wrongly targeted young women to encourage them to drink more than is in their best interests
b. Do you personally feel targeted by the alcohol industry
c. Is binge drinking by young people, in part, a product of alcohol marketing Explain.