For this assignment, I would like to take a closer look at alcohol advertisements. Working in the bar industry, I see many alcohol advertisements every day that promote and attempt to sell their product to their target audience. According to results from the 2007 National Survey on Drug Use and Health, people aged 21 to 25 drink more than any other age group (Aldworth 32). At this age, my peers and I represent a large portion of the target audience for alcohol beverage companies. For most of our lives, we've heard that college is the time to live it up and party. The Federal Trade Commission states that underage groups are at high risk of alcohol advertising (1999). Another study conducted found that 1.2 alcohol advertisements were found per hour during college sports programs (Grube 54). Think about the last time you saw an advertisement for alcohol. What did it look like? What or who was the subject of the advertisement about? How did that make you feel? What message were you sent? Many print advertisements promoting alcohol use sex to sell their product. I challenge you to search for “Alcohol Ads” in Google Images and see how many of these print ads contain some sort of sexual aspect. Whether it's a partially naked, thin, busty woman, or a woman placed between a man's legs, or an image of a woman who appears to be undressing, sex is everywhere in alcohol advertisements. It became so prominent that sex in alcohol advertisements increased by 12% between 1983 and 2003 (Reichert, Childers, and Reid 1). Skyy Vodka, for example, has been at the center of many sexy alcohol ad controversies. One advertisement depicts a slim, tanned, busty white woman lying between the legs of a man in a tuxedo standing above her, holding a bottle of Skyy Vodka and two martini glasses...... middle of a paper.... ..view of the content, effects and functions of sexual information in mainstream advertising. Éditions Ebscohost (2003): 241-273. Ebscohost Academic Search Premier. Internet. March 18. 2014 Reichert, Tom, Courtney Carpenter Childers, Leonard Hall. “How Sex in Advertising Varies by Product Category: An Analysis of Three Decades of Visual Sexual Imagery in Magazine Advertising” Journal of Current Issues & Research in Advertising 33 (2012): 1-19. Print. Reichert, Tom, Ignatius Fosu. "Women's Responses to Sex in Advertising: Examining the Effect of Women's Personal Sexual Schema on Responses to Sexual Content in Advertisements." » Journal of Promotions Management 11 (2005): 143-153. Ebscohost Academic Search Premier. Internet. March 18. 2014Sturken, Marita, Lisa Cartwright. “Practices of looking: an introduction to visual culture.” New York, New York: Oxford University Press, Inc., 2009. Print.