[Congressional Record Volume 142, Number 55 (Thursday, April 25, 1996)]
[Extensions of Remarks]
[Page E627]
From the Congressional Record Online through the Government Publishing Office [www.gpo.gov]




    EXPOSING THE HARMFUL EFFECTS OF ALCOHOL ADVERTISING ON CHILDREN

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                       HON. JOSEPH P. KENNEDY II

                            of massachusetts

                    in the house of representatives

                       Wednesday, April 24, 1996

  Mr. KENNEDY of Massachusetts. Mr. Speaker, ask a child what these 
frogs say. Most of the fifth graders who were recently surveyed 
answered, ``Bud-Weis-Er.''
  The California-based Center on Alcohol Advertising is releasing a 
study today that exposes the harmful effects of alcohol advertising on 
children. In this study, 221 fourth and fifth grade students were shown 
still, color images of characters from TV, including a picture of the 
frogs from a Budweiser television commercial. The students were asked 
to recall the slogan that they associated with each pictured character.
  The results of the survey are astounding. The children demonstrated 
better recall of the Budweiser frogs' slogan, with 73 percent 
responding, ``Bud-Weis-Er,'' than of the slogans associated with other 
characters, including Tony the Tiger, Smokey Bear, and Mighty Morphin 
Power Rangers. Only Bugs Bunny elicited more accurate responses, with 
80 percent saying, ``Eh, what's up Doc?''
  What's more, 81 percent of the children identified beer as the 
product promoted by the frogs. Why is this dangerous, you ask? If you 
think children don't drink beer, listen up: The inspector general 
estimates that junior high and high school students consume 1.1 billion 
cans of beer each year. Based on Anheuser-Busch's market share, these 
students purchase more than 70 million six-packs of Budweiser and other 
Anheuser-Busch products, producing revenues of more than $200 million. 
Without question, these commercials influence our childrens' choices.
  A 1991 alcohol-industry-funded poll found that 73 percent of the 
population believe that alcohol advertising is a major contributor to 
underage drinking, and a majority believe that the alcohol industry is 
on the wrong track in part because its advertisements target the young.
  I will soon be introducing legislation that deals with a variety of 
alcohol abuse prevention issues, including the problem of alcohol 
advertising that appeals to children. I hope my colleagues will 
consider joining me in this effort.
  Today is the annual Anheuser-Busch shareholders meeting. A group of 
shareholders for advertising reform have introduced a proposal 
requiring the company to produce a beer marketing report that analyzes 
the effects of their company's commercials on children. I certainly 
hope that the shareholders do the responsible thing today and vote to 
accept this proposal.

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