Any number of factors may bring on the onset of teenage drinking. The advertisement and promotion of alcoholic products is perhaps, the leading influence among teenagers. In fact, as we have so ordinarily seen, many, if not all, companies include famous celebrities in their advertisements and commercials that teenagers are familiar with or may even idolize (Monroe 42). In most instances, the commercials and advertisements we see are geared towards the younger generation, which includes those under the age of twenty-one (44). Seemingly, alcohol advertising is everywhere. The market for alcohol is so big that alcohol advertisements appearing in magazines, billboards, radio, and even buses are now commonplace (42). According to a study conducted in 1987, American children between the ages of two and eighteen see, on average, roughly 100,000 beer commercials

per year (46). Thus, one can conclude that the advertising industry is a powerful medium that cannot be ignored.

Along with the causes for teenage drinking, there are many effects. Some are deadly, some are harmful but one thing is certain- none are beneficiary. Cirrhosis is one such effect. Cirrhosis is a permanent, dangerous liver disease that kills liver cells (30). Over 14,000 people each year die from cirrhosis (30). Cirrhosis is just one part of the liver damage category. Heavy drinking can severely damage the liver causing fatty liver and hepatitis (30). Another effect is pancreatitis. Pancreatitis, which is the inflammation of the pancreas, affects 40 percent of all alcoholics (30). Malnutrition is another big problem that stems from alcohol. Malnutrition, which is starving, will effect drinkers because they would rather prefer to drink than eat (31). Alcohol has just about nutritional value. It is high in calories; thus making you gain weight (50). Furthermore, an even more potential higher risk effect is how damages the heart. Alcohol makes the heart degenerate, scar and enlarge, and beat irregularly (30). Brain damage can also happen from alcohol consumption. It will effect the brain by

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