Patronizing Patriotism
We often see ads that use military members in uniform to sell a product. More often than not, that product is alcoholic. It's nothing new, but a recent Guinness ad inspired me to write it down. As a Marine Corps Veteran, it's something I take personally. I think that these companies believe that they are being respectful and honoring Military veterans, but in actuality, they are overlooking a very serious issue in order to sell non vets on their product.
Here are some facts;
Alcohol abuse is the most prevalent problem and one which poses a significant health risk. A study of Army soldiers screened 3 to 4 months after returning from deployment to Iraq showed that 27 percent met criteria for alcohol abuse and were at increased risk for related harmful behaviors (e.g., drinking and driving, using illicit drugs). And although soldiers frequently report alcohol concerns, few are referred to alcohol treatment. Research findings highlight the need to improve screening and access to care for alcohol-related problems among service members returning from combat deployments.
Drug or alcohol use frequently accompanies mental health problems and was involved in 30 percent of the Army's suicide deaths from 2003 to 2009 and in more than 45 percent of non-fatal suicide attempts from 2005 to 2009.
http://www.drugabuse.gov/publications/topics-in-brief/substance-abuse-among-military-veterans-their-families
We could go on and on with facts about alcohol abuse and the military all day.
Here are a few examples of what I'm talking about.
As you watch these ads, and get goosebumps, and feel patriotic, and reach for a beer, think about all the homeless guys you've seen holding a cardboard sign with the word veteran.
The recent Guinness ad
Budweiser's Super Bowl Commercial last year
A classic Coors Light Commercial
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Playing Devil's Advocate...
ReplyDeleteI completely understand where you're coming from, but could this also mean that they may be showing the other side? My husband is a Army vet, who fortunately does not have issues with alcohol. Given the statistic's you've listed, it may be feasible that the commercials are shedding light that there products don't always lead to alcohol abuse.
What I can understand from a marketing strategy perspective they are maintaining their brand, by use of positive imagery. What could be more appealing than a welcome home for a soldier.
Seriously... In the same way that Guns don't kill people, alcohol doesn't cause a drinking problem. Killing people causes a drinking problem, and the multi million dollar corporations who violate the sanctity of our military forces by exploiting them to sell beer to non veterans, surely, do not give a damn about showing the "other side" of this issue. This issue not getting attention is exactly why veterans who could benefit from treatment do not receive it. (refer to article)
DeleteLess than 0.5 percent of the U.S. population serves in the Military, so why do so many beer commercials have to be about them?
And none of these dirty little wars reflect positively on any of us.
Sorry if that was long winded, I'm Drunk. Emoji smiley face....