Drinking is often associated with dancing, clubbing, wild activities, lively music, and social and sexual success. These expectations are due in part to the nearly four hundred alcohol ads that we see each year. Some of us are perceptive enough to realise that alcohol is not always linked to a fun, party atmosphere with gorgeous individuals and everyone meshing. Alcohol consumption can be very detrimental to individuals and society. However, the way that alcohol ads portray drinking is one-sided and misleading in the sense that they give a false sense of reality of what drinking is all about.

Appealing commercials that show the "benefits" of drinking are seen daily. This leads many non-drinkers to gain positive expectations of alcohol consumption. Many of these "non-drinkers" are minors. These alcohol commercials recruit new drinkers and many individuals start drinking at an earlier age. Being exposed to the images and scenarios...