【B1】 【B7】

Right now ￡4 million has been spent targeting Britain’s party drinkers. A hard-hitting campaign of adverts warns that excessive drinkers could risk horrifying consequences, and there could be health warnings on bottles of wine, or spirits. This is the government’s first national alcohol awareness movement. An actor in a reporter costume provides the drama, the Hollywood entertainer man then delivers the shock factor. Despite the inevitable thought, the punch line is surprisingly permissive.
     "Drink, have a good time! But know your limits!" The intended audiences, consumers arc in the 18 to 24 age range. This is what the young people themselves are saying, this is what would make a difference to the behavior of people when they’ve had too much to drink. Don’t think you’re unbeatable, know your limits. Don’t pretend to be brave. What about this then? The Department of Health told us they are about 6 months away from putting health warnings on individual cans and bottles. But the drinks industry wouldn’t accept hard-hitting messages like this. We are more likely to see slogans asking us to behave sensibly.
    Still, major research conducted this summer produced a highly skeptical overview of strategies like advertising and warning labels. Using worldwide scientific research, the report gives a score of ZERO with regard to effectiveness. But it goes on to say that these techniques do have a surprising consequence since media approaches are important to gain public support for policy changes. So the researchers say the ads may not convince us to drink less, but there is evidence that they soften it up for future government initiatives like stricter drink-driving laws, higher taxes on alcohol, or restrictions on the sale of alcohol.