“Drink Responsibly” What Does It Really Mean?

A study conducted by John Hopkins University in Baltimore, found that 87% of magazine ads for either beer or liquor contain some type of message that promotes the responsible and moderate use of alcohol.

The study also revealed how out of 1,795 ads taken from U.S magazines from the years 2008 to 2010, not a single on had a responsibility message that gave specifics on how the message should be interpreted.

Many of the responsibility messages companies are supposed to be transmitting to consumers get drowned between all the sophistication and power of digital advertising. When creating an environment for the ad, the message gets lost between the immersive and fun atmosphere that is depicted in the advertisement.

An advertisement evaluated by John Hopkins researchers raised some eyebrows when they realized the ad didn’t convey what the message was supposed to. “A case in point was an erstwhile ad for Stolichnaya vodka showing a woman pouring the alcohol into friends’ glasses. Suggesting that everyone appearing in the picture had been drinking all night, the text reads: ”To tomorrow. Oh, it already is tomorrow.” In small type underneath, the ad advises, “Enjoy Stoli Responsibly.” The ads, she said, can give people the idea that they can drink and party and yet “can do that responsibly.”

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