This essay "The effect of advertising on alcohol consumption by young people" outlines the impact of the alcohol advertisement on the extent of alcohol consumption by young people. Ringold (2008, 139) states that her research study revealed moderate consumption of alcoholic beverages as the norm in the United States. This is similar to the results of the Gallup polls (2004) which have indicated the same outcome since 1939. The recommendations given by the United States Dietary Guidelines on moderate drinking was consistent with the consumption found in 90% of people who consume alcohol. This is supported by Saad (2005), who states that underage drinking and alcohol abuse have considerably reduced in the last three decades. The per capita consumption of alcohol has continued to decline over the past twenty-five years, states NIAAA (2006).
The results of the study by Ringold (2008, 139) reveal that alcoholic beverage advertising does not exert a material influence on total consumption or abuse. On the other hand, it models normative drinking behaviour, hence may be a crucial inhibitor of alchohol misuse. Responsibility efforts sponsored by industry, by government and by nonprofits lead to desired changes, modeling desired drinking behaviours, and may be more beneficial for heavier drinkers. The research study is timely, because of the continued trend of increased expenditure on advertising, undertaken by alcohol manufacturers. This is supported by several studies conducted by governmental agencies.