Pro-drinking messages and message environments for young adults: The case of alcohol industry advertising in African American, Latino, and native American communities

This paper examines targeted alcohol advertising in three ethnic communitie s: African Americans, Latinos, and Native Americans in the U.S. We focus on the appropriation of cultural systems and the reinvention of them as commo dities to consumers. We outline the specific strategies used in each ethnic community. For African Americans, there is an emphasis on selling malt liq uor to young adults through the use of "power" and gang-related images. For Latinos, there is an appropriation of historical and cultural symbols such as the national flags and maps of Mexico and Central America. Native Ameri cans have coalesced to keep the image of a chief and warrior, Crazy Horse, from being used to market malt liquor. Each of the ethnic groups is engaged in action to prevent alcohol-related problems in their communities. Genera ting and implementing solutions is a universal social responsibility.