Underage drinkers are to consume brands they see advertised on their favourite shows. Advertising
The "normalization" of alcohol occurs through both direct advertising and indirect entertainment content:
: A study of 6,500 teens found that those who watched movies featuring heavy alcohol use were twice as likely to start drinking. Roughly 93% of the most popular movie rentals contain alcohol depictions.
: Serious outcomes like alcohol poisoning, sexual assault, or dependency are rarely depicted, whereas minor consequences like hangovers are sometimes used for comedic effect.
Recent longitudinal studies show a significant correlation between exposure to alcohol in entertainment media and the initiation of drinking among adolescents. While generally consumes less alcohol than previous generations, media remains a primary driver for those who do start early. 2. Key Drivers in Modern Media