ALCOHOL ADVERTISING IN THE AFRICAN-AMERICAN COMMUNITY

Beverage alcohol is the most widely used, enjoyed, and abused addictive substance in the United States. Alcohol related problems - which range from alcoholism, cirrhosis, trauma, and criminal behavior to birth defects, cancer, and other long-term health problems - result in an estimated 100,000 deaths and cost the American society more than $135 billion each year. Alcohol abuse is the leading health and safety problem in the African-American community, making its health and social consequences especially severe. Given this backdrop, there are compelling reasons to be concerned when alcohol producers target African Americans with special advertising and promotions. It is important to examine the marketing and advertising practices of alcohol producers as they relate to African-American communities and their potential impact on alcohol-related behaviors.