Madison County Council on  Alcoholism and Substance Abuse, Inc.

 
 

 

"Local Teens Assessing Their Communities for Alcohol Advertising Targeting Youth"


Above: Katelyne Frink (L) and Kayle Light (R) participating in media literacy training

By Katelyne  Frink

Kids don't like to be lectured at. While parents and teachers drone on about drinking, drugs, sex, and all the other stuff that many kids get into when they are teenagers, they zone out. Kids don't like to listen because they don't think that they will be that kid who gets addicted to drugs, who is in a car accident caused by drunk driving, or who becomes pregnant at a young age. But every year the region has an abundance of kids who are “that kid.”

I'm most concerned about the underage drinking problem because drinking can lead to a variety of other problems, like drug use and unplanned sex. A lot of kids go out to parties and get drunk to loosen up and have fun. This doesn't need to happen. You don't need to drink to have fun, all you have to do is hang out with people with whom you can be yourself and people who like you for who you are.

All I've heard this year from my fellow peers is “Are you going to the party at so and so's house?” Or even, “Man did I get drunk this weekend or what!?” I'm sick of this and I'm ready to take a stand. Underage drinking is not alright – I'm going to change how my peers view this problem. I want  our community to understand that underage drinking is a problem, and show them that adults can influence kids - through their actions as positive role models, by restricting youth access to alcohol, and by removing ads in the community that target underage consumers.

These steps can also have a larger impact. Even one less teenager whose chooses to drink changes lives, and may even save lives. Even if some peer tells them that drinking is the cool thing to do, the community's actions should let teens know that they do not condone underage drinking. Better still if teens tell their peers that drinking is not cool. Underage drinking isn't just a problem in big cities, but also in small towns like Cazenovia, in counties like ours.


By Kayle Light

In our society more and more teens are turning to alcohol at a younger age. Drinking illegally has become a trend not only in my high school, but across the nation. The weekend scene has changed from movie nights to beer pong parties. Why is this happening? Being a teenager I see how teens are facing peer pressure, pressure from society, and explicit advertising. Everywhere you look you can spot a liquor label, an item of clothing branded by a beer product, and mostly just plain old signs inviting teens into the world of drinking!

My name is Kayle Light. I am a rising junior at Cazenovia High School. I am very concerned with the issue of underage drinking because sooner or later someone I know is going to be hurt by drinking. In my high school many teenagers drink; I don't want our community to suffer a tragedy. Though our lives are sheltered  in our high school by its laws, its tiled walls, its big wooden doors...we are still susceptible to harsh realities. I feel that as a teen I am being pressured into drinking, not only by my peers but by society. Alcohol advertisements are everywhere depicting drinking as a sure way to a fun time.

Alcohol advertisements in the community lead to more that just good sales. These labels influence a whole community and all generations. After seeing hundreds and thousands of advertisements people accept them, and some begin to believe them. “It is only a couple of parties,” some may say, “So what is the big deal?” But it isn't just a few parties. A couple of parties, weekend after weekend after weekend, is a lot of underage drinking; a lot of chances for mistakes.

Parents may overlook a few parties here and there, because it is “what teenagers do.” But one overlooked party could mean one drink, one teenager, one car and one lost life. What happens then? Nothing happens because its already too late. But right now, before another drink, another tragedy, it is not too late. Teens should take responsibility for their own actions, but everyone makes mistakes. That's why we all need to look out for one another. Parents must take charge to protect these young lives by taking a stand against advertisements that target underage consumers, by knowing their children's friends, and where they are.  Teens, parents, and the community can all take part in saving lives.


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