Research Paper Outline

I know it's a little early, but I am going out of town this weekend, so I needed to post it now.

Ashley Epperson
Candace Wiley
English 103
Research Paper Outline
February 27, 2009

“Influence of the Media on Underage Drinking”

I. Introduction
-Present the topic
-Give an average statistic on the average amount of underage exposure to alcohol every year.
--The Center on Alcohol Marketing and Youth. The Center on Alcohol Marketing and Youth. 2009. 22 February 2009 .
-Thesis Statement
II. Underage Drinking
-Give statistics from recent study on underage drinking
-"Underage Drinking in the United States, A status report 2004." February 2005. The Center on Alcohol Marketing and Youth. 22 February 2009 .
-Present the Artifact. An article from the 1980s that explains why the drinking age was changed from eighteen to twenty-one.
-"Drinking on the Range." The Economist (US) 26 March 1988: 28.

-Explain and show support that European countries, which have lower drinking ages, still have issues concerning underage drinking and the behavior that follows along with this.
-The Scottish Government. "Alcohol and Young People." 29 July 2005. The Scottish Government Publications. 22 February 2009 .

III. Exposure to the Media

-Give statistics from the Center on Alcohol Marketing and Youth, which was reported in 2007.
- The Center on Alcohol Marketing and Youth. The Center on Alcohol Marketing and Youth. 2009. 22 February 2009 .

- Present information from a study that determined which alcohol companies tended to advertise the most to underage people. The study also explains how teenagers are affected by the advertisements.
- Jernigan, David. "Intoxicating Brands." Marketing Mania (2008): 23-27.

- Present the argument that the media does promote underage drinking from the Global Alcohol Policy Alliance.
- Global Alcohol Policy Alliance. (2005). Alcohol Advertising Targets Youth. In L. M. Newman, Does Advertising Promote Substance Abuse? (pp. 8-11). Farmington Hills: Thomson Gale.



IV. Examples of a Particular Advertisement
-Explain how the Heineken advertisement below is indirectly related to underage people and promotes drinking.


V. Counter Argument

- Present the contrary stand point from alcohol companies and producers, who often argue that they are not influencing underage drinking, and actually have established programs to combat the issue.
- The Beer Institiute. Beer Institute. 2008. 22 February 2009 .

- Discuss the study from the Federal Commission of Trade that explains that advertising does not influence underage drinking.
- Federal Trade Commission. (2005). Alcohol Advertising Does Not Target Youths. In L. M. Newman, Does Advertising Promote Substance Abuse? (pp. 12-18). Farmington Hills: Thomson Gale.

VI. Corona

-Corona has been found to be the most prevelent company at presenting alcohol advertisements on media that is frequently accessed by teenagers
- Jernigan, David. "Intoxicating Brands." Marketing Mania (2008): 23-27.

-Present the statement from Corona that they understand the effects that the media may indirectly portray in the underage person’s mind. Give the claim from the popular beer company, Corona, which states their advertisements present “responsible” drinking.
- Corona Extra. Corona Extra. 2009. 22 February 2009 .

-. Also use the picture shown below of Kenny Chesney, advertising their beer. Explain how celebrities will play a major influence over teenagers drinking habits.


VII. An Effort to Change Alcohol Advertisements

- As a response to the issue, I will then present a journal article that identifies several tactics that have been taken in order to persuade the Government to control alcohol advertisements and their effectiveness.
- Gould, E. (2005). Trade Treaties and Alcohol Advertising Policy. Journal of Public Health Policy, Vol. 26, No. 3 , 359-376.

VIII. Conclusion

-Conclude all points and reinstate the argument; While the media uses alcohol advertisements to promote sell, the advertisements tend to indirectly persuade people under twenty-one to consume alcoholic beverages.