LETTER: Alcohol ad completely fair

Editor,

In response to Erik Valdez’ letter concerning the anti-alcohol ad published March 21:

While Mr. Valdez may be accurate in his interpretation of the photograph, he is incorrect with several of the perceptions voiced in his letter. The ad is fair, in that it depicts a possible outcome when individuals drink (irresponsibly) and simply makes a statement about appearances and opinions. Any inferences beyond these must come from the mind of the viewer. To say the ad is unfair is to miss the larger picture that alcohol marketing shows only the positive side of alcohol use, with the good-looking, sexy guys relaxed and drinking with good-looking sexy girls, having fun, enjoying success … the implication being that alcohol makes you more desirable. Only the ‘sexy’ side of alcohol is shown, repeated, through print, television and other media.

Furthermore, commercials usually only depict a single sip from a single beverage emphasizing the assumption that all drinking is responsible. How “fair” is this? Never shown are binge drinkers, intoxication, hang-overs, soiled clothing, missed work, countless ER visits for alcohol toxicity and sexual assault and mangled vehicles and bodies from DUIs. Several universities in the surrounding states have reported alcohol-related deaths in this past year.

Mr. Valdez is correct that alcohol non-drinkers represent a minority nationally. Of college students surveyed, 82 percent drink alcohol. On our campus, the percentage is lower. But, national studies show that 40 percent of college students self-classify as “binge drinkers” (7 percent at USU) and 80 percent of students report secondhand effects of binge drinking, such as having property vandalized, receiving unwanted sexual advances or having sleep or study interrupted. Certainly this indicates “responsibility” issues with the typical college-age drinker, which are not addressed by media depictions of alcohol use.

That said, none of this was addressed by this advertisement. This ad simply presents a contrasting opinion on the “sexiness” of alcohol use, nothing more. This ad represents local data and was pre-screened by on-campus focus groups both drinkers and non-drinkers and was the preferred ad out of many other candidates. “Moral elitists” were not consulted. Reviewers found the ad to be informative, honest and attention-getting. It would appear, at least in the case of Mr. Valdez, to have made its point. The Student Health and Wellness Center welcomes discussion about these ads and their messages.

Jim Davis

Director of Student Health and Wellness Center