NAME:								PERIOD:
Faith and Values in the Media					DATE:
Mr. O’Neill/Mr. Russo						CCHS
“Can’t Buy My Love” Worksheet					32 points

CHAPTER #   ____7___
(full sentences, neat)

THREE MAIN POINTS FROM IT:


POINT # 1: The consumption of alcohol, especially by teens and college kids, is alarming. 




material she uses to support this point (CITE):

“30 percent of twelfth-graders are binge drinkers[…], in college the percentage of binge drinkers rises to 45 percent” (Kilbourne, pg 156)

“43 percent of all alcohol is consumed hazardly (defined, as is binge drinking, as having five or more drinks in a single sitting). However, among young adults, nearly 80 percent is consumed hazardously” Kilbourne, pg 157)


POINT # 2: Beer companies are making their ads more palpable to young kids, while not marketing the product directly to them.




material she uses to support this point (CITE):

“In recent years the alcohol industry has developed several new products that seem expressly designed for young people” (Kilbourne, pg 162)

“A survey of eight-to-twelve-year olds in Washington, D.C” found that students could name more brands of beer than they could U.S Presidents” (Kilbourne, pg 160)



POINT # 3: The alcohol industry uses rebellious behavior and images of rebellion to help market its product.




material she uses to support this point (CITE):

“In order to appeal to rebellious young people, especially young men, alcohol advertisers must link their product with defiance and assertiveness” (Kilbourne 169)

“Rebelliousness, more than any other trade, shows up In both the research and the ads” (Kilbourne, pg 168)

“The promise that alcohol will liberate our wild selves is especially seductive for women” (Kilbourne, pg 170)



++++++++++++++++++++++++++++++++++++++++++

Your reaction to these three points: (one paragraph, 5 – 7 sentences)
(full sentences, neat)

I think there are some decent points in this chapter. At first, I was very skeptical of Kilbourne’s claims of advertising targeting children, until she later articulated that it’s more indirect than direct. I do agree with this point, that advertisers try and make alcohol palpable to children that might see it on TV, so it carries positive connotations in their head, and I can see why this is an effective strategy, if not a dangerous one. An addictive drug having positive connotations in a child’s mind could be harmful down the road. I also agreed that the consumption of alcohol by college kids is nearing dangerous levels. All the violence that arises out of overconsuming alcohol is preventable, but, at the moment, is unlikely to stop, because of the alcohol culture in many colleges. The marketing of alcohol along with rebellion was also an interesting point, and showed how alcohol is able to sell so effectively. Overall I found it interesting how much advertising has played a role in selling alcohol as something that society embraces, even with its potential ill effects.