The assumption is that when teenagers want todrink, they buy the cheapest beer or booze or justsuck down whatever they can steal from theirparent's liquor cabinets.
But a new study finds that when it comes to liquors,there's a racial divide—brands like Hennessy Cognacand Ciroc Vodka are preferred by black youth.
In fact, twelve alcohol brands among the top 25 preferred brands for black drinkers don'tappear at all on the top 25 for young white drinkers.
“The one thing that we were able to find that tied all those brands together is that they were allheavily promoted in urban music culture.”
The study's lead researcher, Michael Siegel of Boston University's Graduate School of PublicHealth.
“There are specific songs about those brands, there are artists, in some cases, actually arespokespeople for the brand, there are artists that are paid by alcohol companies with verylarge marketing deals.”
The findings are in the Journal of Substance Abuse.
“The message of much of these lyrics is through alcohol and specifically through theseparticular brands you can actually obtain a slice of prestige and a slice of upper social class,maybe not in real life but it makes you feel like you're obtaining that through the use of theseparticular brands of alcohol.”
Siegel's research also compiled examples of alcohol brand promotion:Nas is featured inHennessy campaigns, Rick Ross is a spokesman for 1800 Tequila and Diddy has a hundred-million-dollar marketing deal with Ciroc.
And even when artists are not directly endorsing liquors, branded lyrics are working their waysinto their songs, and into teenager's ears.
So parents, keep the lock on the liquor cabinets—and keep an ear on what your teenagers arelistening to.
姓名:张逸岚
加入一诺前,曾供职于太傻咨询北京总部。在太傻期间,曾负责制作托福、雅思评估测试题,并参加托福、雅思、GRE、GMAT的面授课件制作。现任一诺托福、雅思、GRE、GMAT咨询师。从业多年来,为大量客户量身制作个性化备考方案并进行GRE、GMAT各个单项的辅导。善于发现考生的复习瓶颈和薄弱环节并着重指导考生进行突破,从而更高效地提升分数。
通过辅导雅思考生成绩总分平均都有1.5-3分的提高,其中口语和写作单项提高幅度较为明显,高分考生成绩7.5+;GMAT客户的成绩都有60-100的提升,有的优秀客户达到了720+;托福高分成绩为100+。
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