Lead a Happier And Healthier Life By Caring For Your Pet

April 7, 2014 by  
Filed under Health

A pet can be a great friend. Living with pets has several health benefits. A pet can alleviate anxiety and lessen blood pressure. After a long day at work, it is a great feeling to return home and find your Labrador wagging its tail with happiness. Sharing your home with a hamster, rabbits, cats and dogs can be a happy experience. A pet can bring immense happiness and lead to your well-being. Having an animal as a companion can bring along with it several health benefits for the pet owner and his family. Some medical professionals are completely convinced of the healing power of pets and have prescribed them for cancer patients.

Health Benefits of Owning a Pet
It has been seen that exposure to a pet during infancy reduces risk of asthma and allergy. A baby’s immune system gets desensitised to allergens. Immune stabilising effects have been noticed before birth, as well. Prenatal pet exposure can lower allergic antibody production in the umbilical cord. By gazing at the aquarium or by fondling your furry pet blood pressure can get lowered. A close pet as a companion can have a strong impact on the cardio-vascular system. A dog owner has lesser chances of dying than individuals who do not own a pet.

For People With Special Needs
Studies show that pets are good both for the body and the mind. A family dog can increase the physical activity of adolescents in the home. Outbursts in case of Alzheimer’s patients are lesser if a pet is present. A lot of burden of the caregivers is reduced. Alzheimer’s patients tend to sit still longer if they have a pet fish. People with special needs can get that extra care from affectionate and loving dogs. Companionship of a pet can develop into a strong animal-human bond which not only eases loneliness but can reduce stress, as well.Lead a Happier And Healthier Life By Caring For Your PetPrecious Companionship
Owning a pet can improve the health and the mind. An individual with a pet is less likely to suffer from depression or anxiety. In the case of stressful situations pets can keep your blood pressure low. When you play with a pet levels of dopamine and serotonin are increased which can calm and relax you. If you stay with a pet you won’t have to visit the doctor often. Company of your furry friend will keep you happy and relaxed. Watching fish in an aquarium has therapeutic effects.

Brings Healthy Lifestyle Changes
Cuddling a pet and stroking it can be very soothing when you are stressed. Presence of a loving and amiable pet will lift your mood. Taking a dog out for a walk is more interesting than exercising in the gym. You can ride a horse or chase a kitten. Owning a dog can help you to meet other pet owners. You can socialize at the park at the vet, at stores or in training classes. A pet can give new purpose to your life as you age. You will experience a feeling of self-worth and contentment as you care for a pet and look into its well-being.

Owning a Pet
Presence of a pet can provide a sense of security in children. Research shows that pets can calm hyperactive kids. It is essential that you trait h pet and your kid to behave well with each other. Playing with a pet can ease the mind and the body. If you want to keep a pet you must shower them with time and attention. You must keep your pet clean and healthy. The vaccinations must be upto date and regular visits to the vet are a must.

Author Bio: Sandra Ek makes sure that she reads the labels of pet food carefully. For better health of her pet, she buys the high quality food from the supermarket. She believes in few trusted brands which have kept her pet healthy and fit.

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How to Make Your Massage Therapy Business a Success

March 22, 2014 by  
Filed under Health

Once your training has been completed and you’re ready for your career as a professional massage therapist your excitement and enthusiasm will help to drive you toward success.  Beyond these first days you’ll need to use some other guidelines to make sure that your business thrives and grows so that you can experience the financial and personal rewards toward which you have worked.  You’ll need to hone your interpersonal skills, use proper bookkeeping techniques, and use professional practices and ethics that keep your clients returning week after week.  Let’s take a look at some basic tips for making your massage therapy business a successful endeavour.

Massage Therapy

  1. Make sure that your personal hygiene is outstanding and your physical fitness is up to par.  You should be neat and clean at all times, and somewhat fit so that you can adequately handle your equipment as well as the techniques that your clients prefer.  You will also want to follow all of the accepted sanitation practices when skin-to-skin contact is employed.
  2. Do your paperwork promptly so that you can keep excellent notes about your clients, their preferences, and any medical issues and needs that impact your therapy sessions.  You’ll want to attend to billing on a daily basis, bookkeeping and expense documentation, and inventory needs quickly and efficiently so that you won’t be without the oils and other products that your clients enjoy.
  3. Develop marketing strategies that work for you and the type of massage therapy business that you want to establish.  You should determine which type of clients you prefer, the areas that you want to reach, and the social media platforms on which you like to participate.  Word-of-mouth is still the best advert for your business and can help you to grow exponentially.
  4. Keep your techniques refined and your modalities updated at all times.  Just like many other professions, massage therapy changes so it’s important that you remain updated on the changes that are happening within your industry.  You may want to include some innovative services about which your clients are reading and add new skills to your repertoire of talents to share with clients.
  5. Keep your equipment in good working order and comfortable for your clients.  If your massage couch needs replacing, shop for the latest model with new features that make your job easier.  If new oils become available that you think your clients would like, invest in some of the fragrances to determine which ones work best for your business.  You’ll also want to make sure that your linens are always fresh and attractive for each and every appointment; this attention to detail can place you ahead of your competitors.

By visiting the website therapy world direct, you’ll have access to all of the latest models of massage therapy products that appeal to your clients and keep you energized and excited about your job.  It’s the little things that make your massage therapy business a success and by attending to them on a regular basis, you’ll keep your bottom line profitable.

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The 7 Deadly Sins of Working Out

February 8, 2014 by  
Filed under Health

Working out can be incredibly hard work and very disappointing if you do not do it correctly. So avoid these 7 deadly sins of working out and enjoy a successful exercise routine and all the benefits that come with it.

Overloading Yourself With Exercises

When you begin to exercise or join the gym you may already have an idea of what you want to improve. You may want to lose those bingo wings or tone your tummy; but it can be all too easy to go in all guns blazing and power through your first workout leaving you feeling drained and exhausted. Your body needs up to 72 hours to go through its metabolic cycle and repair any muscle damage that occurs during exercise, so take it slow.

Not Warming Up

Warming up will give you a better range of motion and will lower your risk of injury during exercise. It is recommended that you warm up for 5 or 10 minutes before exercise, and this can be as simple as a brisk walk or light stretches. All of this helps to thin the synovial fluid which lubricates your joints.

Not Changing Up Your Routine

Variety is the spice of life, and variety in your exercise routine will help you to work out for longer and give you a better chance of success in the long term. As well as providing you with a more sustainable workout, varying your exercises will help to strengthen all your muscles and reduce your risk of injury.The 7 Deadly Sins of Working OutEating All the Wrong Foods

What you eat when you exercise, and even when you don’t, is vital to a healthy mind and body. Incorporating protein, fibre, good carbs and other important minerals and vitamins will improve your ability to work out and speed up your metabolism to aid weight loss. Online health food companies such as PFD sell quality food and healthy supplements that can work with your diet and exercise plan to improve your overall health and maintain a healthy weight.

Not Hydrating

Exercise boosts your metabolism and heats up your body which makes you sweat. To lower your core temperature and replace your lost fluids you must drink enough water to avoid the risk of dehydration and overheating. You should aim to drink 15 to 20oz of water 1 to 2 hours before you work out; 8 to 10oz about 15 minutes before you begin and 8oz every 15 minutes during your workout.

Being Unaware of What You Are Doing and Why

You need to know why you are doing the exercises you are and how they will benefit you. You also need to know the correct way to do your exercises to reduce the risk of injury and increase the effectiveness of them. If you are working out in a gym, ask your instructor for a meeting to make sure you are doing everything appropriately and you will be well on your way to success.

Skipping Your Warm Down

Cooling down after your work out is just as important as warming up before it. Cooling down effectively will help you to get rid of the lactic acid that builds up in your muscles during exercise and will reduce your chance of Delayed Onset Muscle Soreness (DOMS). So avoid these sins of working out and you will be able to enjoy your work out and the benefits of it.

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Senior Care Advisor – Special Service People

July 6, 2013 by  
Filed under Health

Who are these aged health care advisors?

Managing the elderly and aged when you have also aged is quite a challenge. Today the life span of human beings has gone up from where it was in the past. People are living longer lives but it may not be quality living. At the same time if the children are also old it becomes very tough for them to cater to the demands of the aged especially if they have serious health problems. To assist them in this, a senior service/care advisor can come into picture. They are specialists who cater to the health welfare of the elderly and aged. They provide for personal support and guidance to your loved ones giving you peace of mind.

Role of a aged health care advisor

They provide assistance for every day living of the patient. This is to enable the patient to live with dignity and their family member can have things under control.
The day to day activities they help with are:

  • Bathing of the patient
  • Dressing of the patient. Required support is provided for.
  • Intake of daily medicines.Senior Service Care Advisor Special Service People
  • Support them with their mobility using cane, walker, wheel chair etc.
  • Help them with their toilet activities.
  • Also help them with their medical insurance, physical therapy sessions and occupational therapy.

Who is eligible to become a senior service advisor

Senior service/care advisor are set of people dedicated to the health care of the aged. People from varied backgrounds can qualify for this role like nursing, social worker etc. They are also referred to as Elder care Managers or Geriatric Care Advisors. There are organizations where such people are trained and then certified. Licensed people should have the necessary certification.

Where to find them?

To locate one you can access Internet online and Google search for Senior service advisors in your area. The search would come up with a list of organizations that offer such service. Check up with the rankings and reviews and decide on one which would cater to the illness you are looking at.

How does a Senior service advisor go about the job?

As a first step an assessment of the health status is made. This would help the advisor identify the problems and decide whether the patient needs assisted living.

Then they would screen their health by arranging tests, monitor them and check their mental status too.

In the process they would provide them with all legal help, financial help and refer them to other professionals if required.

Handle any crisis with respect to them.

Act as a mediator between the patient and their family members if they are far away.
Provide for counseling sessions, psychosocial support and educate them on their status.

Senior citizens who choose to take governmental help have a social worker associated with them.

To conclude

If you are struggling with aged people at home who have health complications it is worth while to look for an Elder care advisor. This would definitely make life for you and them manageable.

This is a guest post written by Subodh Jain, a freelance writer and health blogger.

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E cigs: Atomizer Tips and Tricks

June 6, 2013 by  
Filed under Health

An important part of the electronic cigarette is the atomizer. This is the ‘torch’ that makes the magic happen when it comes to vaping. The gadget has become popular and many prefer shopping for it online. Try out a BLU cig, if the large number of brands available online is making the decision seem difficult – they also provide accessories and parts. And when it comes to the e cig parts, the most important one is above all, the atomizer.

E-juice and vapors

The atomizer is the part of the e cig that transforms the e juice into vapors. It is connected by one end with the battery and its other end is in contact with the cartridge. In order for it to produce the adored vapor, it has a coil, a wick but also a bridge. These parts work together and make the atomizer fulfill its function in a properly manner. The parts may be exposed for view, depending on the type of atomizer. They may also be situated down inside a cone or a small cylinder. Whatever the model might be, the function is the same and the atomizer will work just fine.

Atomizer

The most important detail: The Coil

This element is used for heating and it looks very similar in shape and size with a bulb filament. It is however a bit more sturdy and thick than the actual normal filament. This little detail is the most fragile part of the overall e cig and it is also the most important. The battery connects with it and the coil starts to heat up.

After extended use, the coil can no longer function properly as it burns up. This is the main reason why atomizers are changed. In order to postpone this moment, one can simply clean and use the e cig properly, as this will extend the coil thus the atomizers overall lifespan. Atomizers can last for periods ranging from a couple of weeks to a few months.

Keeping the atomizer in good condition can make it last longer and thus you will be able to save some money. It is advised on the other hand to keep some atomizers for spare in order to avoid unpleasant situations and be able to vape whenever you feel like it. When on the road, try to bring some spare parts with you in your PCC that not only will deposit but also keep them safe while you are on the go.

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Contacting a Newport Beach Chiropractic Service After Whiplash

April 15, 2013 by  
Filed under Health

Whiplash is a concern that all people in Newport Beach could experience. It often occurs after a car wreck but just about any kind of serious physical trauma can result in whiplash.

Whiplash is a condition where your head has moved in a quick manner or improper position in a very short period of time. This means that your neck will have suffered from serious damages relating to how it is aligned. This can result in serious pain concerns.

This is a problem that no one in Newport Beach should ignore. A chiropractic service can help you keep this condition from being more of a problem though.

Why Treat Whiplash?

You need to get your Newport Beach chiropractic service to make sure that whiplash can be controlled the right way. A chiropractic service can involve a solution where your neck bones and nerves can be examined through a CT or MRI scan. An x-ray may also be used if necessary.

The examination is to determine how much stress has come into the body and how you have been impacted negatively by such a concern. The need to do this is important because the condition will become worse if it is not controlled over a period of time.

Where Treatments are Used

A majority of the treatments that come into the body can include the neck and shoulder areas. These are spots where the body has to be adjusted well enough to where the problems that come with a treatment can be restricted as well as possible.

A few parts of your back may also be examined. Sometimes the effects of whiplash will move into the upper or middle parts of the back. This is especially the case with some of the more significant cases of whiplash when something wrong can occur.

Orange County Doula_2

What About Years After?

An interesting point about whiplash is that your body could suffer from the effects of whiplash years after the condition occurs. Sometimes it can take years for the effects of this condition to actually manifest. This means that you could end up feeling misaligned spots in the area but not any pains from them.

Meanwhile, these pains will start to increase and expand in significance depending on what occurs in the area. This is a serious risk that could harm the body and must be checked carefully so there will be no problems coming from the area.

In fact, you may want to talk about this condition with a chiropractor even if you haven’t knowingly felt whiplash. Sometimes this condition may occur when you aren’t fully aware of what happened when this condition occurred in the first place.

Your Newport Beach chiropractor should help you out with keeping the effects of whiplash from being more of a burden than they might be. You may want to check with a chiropractor for help no matter how long ago it was since you suffered from this condition.

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Is Alcohol a Gateway Drug?

March 6, 2013 by  
Filed under Health

Many argue that, given the accepted nature of it within society, alcohol is far removed from the likes of cannabis in being classified as a “gateway drug”. Most people regard Marijuana, with its varying legality in different parts of the world, as the flagship of gateway drugs (along with tobacco) although recent studies have indicated alcohol to be far more influential. There is also a valid argument that alcohol can provide the perfect setup for the taking of illegal and harmful drugs.

Alcohol is an accepted part of society, providing, for many, a basis for socializing and night-life and, when handled responsibly, it can be enjoyed in social scenarios and facilitate a laid-back and lively atmosphere. Yet the dangers of alcohol and the responsibility that comes with its consumption are underlined by the fact that it is unavailable to those under 21 and, as such, is for adult consumption only. At 21, one is expected to have an inherent level of maturity to understand their own limits and yet, even then, alcohol, in its lowering of inhibitions and relaxing of self-awareness, is regarded as a gateway for harmful drugs. Studies in August 2012’s ‘The Journal of School Health’ have proven alcohol as a far more influential drug in the taking of illicit drugs than marijuana, often regarded as the gateway drug.

When one exceeds their own personal limits, they find themselves in a state where their understanding of right and wrong is blurred and, as such, the idea of taking illegal drugs becomes more attractive. When under the influence of alcohol, one is far more likely to give into peer pressure than when they are sound of mind. Any poll taken, within the United States in the cold light of day, would highlight that, whilst sober, there is a unanimous aversion to the taking of illegal drugs and yet the same people could just as easily fall victim to peer pressure at a time when their inhibitions and sense of reason have been dramatically lowered. Most addictions to illegal drugs begin from an off-hand taking during social situations and almost all of these situations are facilitated by alcohol.Is Alcohol a Gateway Drug

When one surpasses the point of moderation and alcohol becomes a central part of a person’s life , studies and testimonials from drug addicts have shown that people often seek harder drugs as a means of finding a new thrill and high, beyond that which they have come accustomed to via alcohol. Alcoholism has a deep rooted effect on the personality of the sufferer, leading to what is theoretically known as an “addictive personality”. Studies at the Las Vegas ‘Adult Drug Court Program’ showed that 27% of the harder drug addicts said their addiction began via an earlier alcohol addiction.

Although alcohol can be largely detrimental, its legality is a testament to the fact that, as long as one understands their own limits and the potential risks of alcohol, it can have positive impacts in social situations and continues to benefit the wider economy. However, it is important that users do not drink in excess to the point where their sense of rationality and reason are lowered or to the point when an alcohol dependency creates a pathway to illegal drug use. Although harder drug addiction has been linked to a number of contextual and psychological factors, alcohol has an undeniable influence in creating a pathway towards harder drugs and as such, if one feels the need to drink, it is always essential that they do so responsibly.

This post was provided by Stanley Martinson a guest contributor interested in health issues. Currently his interest lie within the subject of alcohol. For more information, click this!

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Should Alcohol Commercial Be Banned?

March 4, 2013 by  
Filed under Health

Alcohol commercials have been around for years now, but are they really appropriate and should they be banned?

There is no proven link between the commercials and the amount of alcohol consumed, so is the ban really necessary?

Alcohol abuse is an illness and one caused by many different complex and personal reasons and is unlikely to be sorted by something as simple as the ban of commercials. Whilst this is true, nobody is saying things will change overnight. The ban of alcohol commercials may not be a solution to the excessive levels of alcohol consumption but it would certainly be a step in the right direction.

Positive Promotion

The glamorization of alcohol in advertisements is said to have influence on people and their behavior or beliefs. Of course the advertisers are going to promote their brand in a positive light, so how can they argue that they aren’t encouraging people to drink? The companies show their drink in the best possible way in order to sell their products, but don’t inform people about the risks associated with drinking. How can someone deem it appropriate to advertise something positively that affects so many people in a dangerous way.

Targeting the young

Currently, the standard is that alcohol advertisements can only be placed in media where the majority of the audience is over the legal drinking age, but what about that small minority that are underage. Many adverts have been criticized for appealing to the younger audience, specifically through the means of social network sites.POLITICS Alcohol 1

A study in April 2012 revealed that, 78.2% of US teenagers were reported to have consumed alcohol; and 15.1% met criteria for lifetime abuse. This proves that it’s not just people of legal age who are affected by alcohol abuse.
Facebook were quick to deny claims that they allow alcohol companies to target children. But how can anyone really control who has access to what on

Facebook?

Advertising leads to awareness
Many people would not know of all the different brands or different types of alcohol if it weren’t for the adverts. Whilst yes, everyone will be aware that alcohol exists, they would be less likely to try something new or would be unaware of it, if they hadn’t seen it advertised.

Out of sight out of mind

Following from the previous point, people would also be less aware of any offers, or promotions if it weren’t for the commercials. Seeing alcohol being advertised could be the fatal step back for a recovering alcoholic, or could be the first step towards someone starting to drink. People often say, ‘out of sight out of mind’. Following this principle we could assume that the ban of alcohol commercials would help to prevent people from consuming alcohol. After all, if the adverts weren’t succeeding in selling the products then why would people be spending ridiculous amounts of money on producing them? So they must in some way be influencing people to buy their products.

Alcohol abuse is an illness

Alcohol in itself isn’t a health issue, and in moderation is perfectly safe. It’s more down to the individual and their decision to drink responsibly or not. However, alcohol abuse is an illness, and how can you expect these people to keep control of their illness with advertisements being pushed in their faces. People don’t understand the effects alcohol can have on not just an individual but the people around them or just how serious this illness can be. The ban of alcohol commercials would not only help prevent people from starting drinking, but also support recovering alcoholics and therefore be beneficial.

This is a guest post provided by Stanley Martinson. A part time writer, stanley is currently focused on alcohol related issues, and how to solve them. For more information on the subject, look at this!

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The Dangers of Alcohol Advertisement

March 3, 2013 by  
Filed under Health

There is no denying it. Alcohol is well and truly a well accepted part of modern society. A champagne toast at an event, a casual drink with friends, Holy Communion… All common occasions and the list goes on. This acceptance in our culture is certainly reflected in all forms of media advertising such as billboards, TV commercials, radio adverts, and posters. But is the use of media merely reflecting, or multiplying the desire for alcohol?

Alcohol advertising is one of the most controversial forms of marketing worldwide, running alongside tobacco advertisement for the prized place of “Most Highly Regulated”. This strict regulation has arisen from the need to balance the seller’s desire for profitability and market share, and what is good for the consumer. There is no surprise there is controversy, when one considers alcohol has been found to be the most misused drug globally, and its consumption being accountable for the death of 100,000 American citizens every year. As the purpose of advertising a product is to influence buyer behavior, there are many dangers that come with promoting the consumption of alcohol. One of these dangers is underage drinking.

In January 2006, a national study concluded that a greater exposure to alcohol advertising correlates with an increase in the amount of underage drinking. This study showed that in a local market, spending one extra dollar per capita above the national average on alcohol advertising, young people drank 3% more. This shows immediate effects on youth drinking, but knock on effects have also been shown. This has been shown with a study of 2,250 middle-school students in Los Angeles, which found that the more alcohol commercials watched by a seventh grade student, the more likely they are to drink alcohol in the next academic year. Long term effects shows the lasting influence adverts can have on adolescents.The Dangers of Alcohol Advertisement

Another danger is increased or dangerous drinking. If someone has a positive reaction to an alcohol advert, they are more likely to have positive expectancies about alcohol use. We have all seen adverts of people having fantastic and glamorous nights on the town, whilst drinking a certain brand of alcohol. Often it is a case of “I want what they have”, (the lifestyle, the fun, the enjoyment), and thus as the alcohol is the focus of the advert, this desire becomes associated with alcohol. This is supported with many areas of literature, varying from psychology to marketing, which support the concept that because of how the human brain develops, we are attracted to alcohol as it is associated with risky behavior and feel it could provide immediate gratification. This is the idealization of alcohol; the belief it will give you what you want in life, as that is what you have seen in adverts.

Alcohol advertisements not only idealizes alcohol, but normalizes it. Seeing photos, for example, of alcohol on a regular basis could make drinking seem like a common occurrence. If you were to see several pictures of people drinking in a park, it may implant the idea of drinking in a park. By establishing in your mind that you should be drinking regularly, outside of what you would already do, the frequency of when you would drink alcohol could increase. This normalization of alcohol is a danger, as it breaks down normal conventions and increases consumption. This could lead to have health implications.

It could be argued that not everyone is at risk of advertising influence and it is dependent on each individual; however the trends are still undeniable. The impact of advertising on radio and television audiences have even been recognized by the National Association of Broadcasters, who emphasize it cannot be overstated. It has been estimated that a complete ban of alcohol advertising could result in a reduction of 7,609 deaths from harmful drinking, plus a 16.4% drop in alcohol-related life-years lost. This fact alone really and truly highlights the extent of the danger of alcohol advertising, and shows how it could multiply the desire for alcohol rather than cater to it.

This article was submitted by contributing author Stanley Martinson. Stanley is a health writer and is currently focused on issues of alcohol abuse. For more information regarding this subject, read this!

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Should Advertisement Promote Positive Images of Alcohol?

March 2, 2013 by  
Filed under Health

Marketing and advertising is a crucial part of the alcohol supply chain given that sales of alcoholic beverages have been fairly flat or declining for the past two decades. This is seen from the 1.57 billion dollars spent in America on traditional media (television, radio, print and outdoor advertising) in 2001, which rose to two billion in 2005. Therefore it is clear that promotion of positive images of alcohol is needed to some extent to support the industry and the jobs and livelihoods of those working within it. However young people are often the main target audience for such advertisement, with significant evidence suggesting that there is a strong link between such targeting and increases in underage and teen drinking. Therefore it seems whilst it is greatly important to the industry to promote such positive images of alcohol, caution must be exercised when targeting younger audiences.

There is a wealth of evidence that points towards links between exposure to advertising that promoted positive images of alcohol and underage drinking. A study in 2006 concluded that each additional advert seen by an underage individual caused a one percent rise in their drinking and each additional dollar spent per capita on advertising caused youths to drink three percent more. Not only were there links to increases in general underage drinking but advertising made binge drinking more likely. In a group of 2250 middle school students in Los Angeles, those who were more exposed to traditional forms of Should Advertisement Promote Positive Images of Alcoholmedia that promoted alcohol were more likely to drink three or more drinks on one occasion. Promotion of positive images of alcohol glamorizes it and portrays it as enhancing attractiveness to the opposite sex and social popularity, qualities which are particularly valued by the younger population and those under the legal drinking age. Therefore, it seems promotion of alcohol has direct correlation to underage drinking, which is bad in itself, and underage binge drinking which can be seen as much worse given its links to alcoholism in later life.

Although such positive adverts do frequently feature ‘Drink Responsibly’ slogans, these slogans are often placed away from the focus of the viewer and hence are easily go unnoticed. Furthermore, phrases like ‘Drink Responsibly’ are ambiguous and subjective, as what is deemed to be responsible drinking will vary between individuals whilst especially amongst younger audiences, other values such as ‘fitting in’ may seem more important than responsible drinking. Such adverts that promote these positive images of alcohol also completely fail to notify the viewer of the significant negative effects alcohol poses, such as alcoholism and various threats to both mental and physical health. Therefore the nature of the targeting of the younger bracket of legal drinkers affects and has an impact on those approaching, but still under, the legal drinking age. Furthermore, alcohol companies seem to be misinforming people about alcohol by failing to give the full picture to the consumer. In this sense, promotion of positive images of alcohol is clearly having a negative impact.

Whilst it is important to recognize that the alcohol industry and its dependents need to some way to promote its consumption to survive in a competitive world, promotion as it is currently is having a negative impact through underage drinking and failing to give consumers the full picture. Giving alcohol a positive image is permissible but the targeting of younger audiences is where the issue lies. Therefore perhaps advertising should promote positive images of alcohol amongst older audiences who have spent years around alcohol and so will be better informed. In this way positive images of alcohol, not necessarily should, but may be promoted but only if such promotion is aimed at those who are not near the threshold of the legal drinking age.

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