Liquor advertising and consumption in the United States: 1971-2008

Much of the confrontational efforts in the last four decades regarding the reduction of alcohol consumption have focused on the advertising of alcohol beverages.

Liquor advertising and consumption in the United States: 1971–2008

Gary B. Wilcox and KyungOk Kacy Kim

University of Texas at Austin

Heather M. Schulz

University of Nebraska at Kearney

Introduction

Distilled spirits (liquor) consumption in the United States has been an area of social concern as well as governmental regulation since the first settlers brought their alcohol with them to the colonies. From those early times to the years following the Civil War, American spirits developed into an industry in which a sizeable amount of revenue was generated both by producers and by governments through taxation. Battles between...

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