We are writing to express our concerns about two advertisements that appeared in the September 6, 2006 edition (Volume 56, Issue 3) of The Spectrum. As a previous edition of the Spectrum reported (July orientation issue, "Alcohol education mandatory for incoming freshmen"), the university has for the first time this year adopted a campus wide initiative to prevent high-risk-drinking at the University at Buffalo by requiring incoming freshman to complete an online prevention program called Alcoholedu before their arrival on campus this Fall, and for those who did not complete it, to do so as soon as possible. Our intention is to encourage students to consider abstinence as a viable option, and for those choosing to drink to be more responsible about their use of alcohol. The overarching goal is to enhance students' quality of life by reducing alcohol related vandalism, verbal abuse and residence hall disruptions, as well as reducing episodes of alcohol related assaults, health emergencies and hospitalizations.
The first advertisement located on page 16 is by a liquor store advertising hard liquor specials. Ironically, this advertisement is juxtaposed to the "Safety Report" which informs the reader of no less than seven alcohol related arrests and hospitalizations. Our experience tells us that hard liquor is often the culprit in student alcohol poisonings because a small amount of hard liquor by volume has a much greater concentration of alcohol; something inexperienced drinkers don't know, or fail to take into consideration when they consume it. For example, one standard shot of liquor has the same amount of alcohol by volume as a 12 ounce beer.
The second advertisement found on page 6 is for happy hour specials and includes a "second drink free coupon" that doesn't expire until 12/25/06. The drink size advertised for beer (a pint) is not a standard sized drink, (typically 12 ounces) and there are "well-drinks" advertised at special prices. It is a fundamental economic principle that lowered prices are designed to encourage increased consumption, which in turn is associated with increased alcohol related risk.
We are not advocating censorship, but asking the Spectrum to exercise some social responsibility and judgment. How can the Spectrum justify advertisements promoting the sale of liquor and happy hour attendance when 75% of its readership is below the legal drinking age? What purpose does this kind of advertising serve? Can the revenues generated from these forms of advertising not be found elsewhere?
The advertising sends a mixed message to the readership and to the campus community at large. The Spectrum is a well regarded messenger and a vital contributor to the university community and culture. We would encourage the editors to thoughtfully consider the value of running such advertising in the future, and to weigh student quality of life and safety against the revenues generated from such forms of advertising revenue.
Photo: Courtesy of Laron Fomby
