November 18, 2005 | 06:51 AM

It is a sad state of affairs in America when drunkenness is one of the most sought after pastimes. From college parties to jam-packed bars and clubs, college students across America are constantly seeking venues to go and share their intoxication with others.

The barrage of advertisements from Budweiser, Miller, Coors, and other companies, who use sexually-based ads to seduce young prey toward their brand of alcohol, continue to push for a more drunken America on college campuses with their false message that drunkenness equals happiness.

In an article appearing in the November 17 edition of USA Today called "Marketing to college students gets tricky for beer, wine makers," it cites Barry Glassner, a sociology professor at University of Southern California, as stating: "If you're going to attract a new group to your brand that has a chance of sticking over a lifetime, the college years are crucial."

The article reports that there is growing opposition to the beer giants clever marketing tactics, "particularly when it comes to marketing in and around [college] campuses" as "marketers have put the brakes on over-the-top college promotions, such as giant inflatable beer bottles and raucous spring break beach booths."

Yale University recently instituted a new tailgaiting policy, which was "designed to discourage binge drinking and associated unruliness, issues reverberating not only through college stadiums and arenas but entire campuses nationwide," reports USA Today. Additionally, the University of Miami "ended a sponsorship arrangement with Coors two years ago, and university president Donna Shalala says the school is phasing out another with locally headquartered Bacardi. Florida, Ohio State and Kentucky no longer allow alcohol advertising on any TV and radio broadcasts they control." [see: Colleges are reaching their limit on alcohol]

Christians must keep a watchful eye on the college campuses in their communities, and raise their voices against the destructive influence of the alcohol industry. Although opposition is growing, there is still much work to be done to combat the glorification of drunkenness in American society, and one of the best places to begin is on the college campus by speaking truth.

"Know ye not that the unrighteous shall not inherit the kingdom of God? Be not deceived: neither fornicators, nor idolaters, nor adulterers, nor effeminate, nor abusers of themselves with mankind, Nor thieves, nor covetous, nor drunkards, nor revilers, nor extortioners, shall inherit the kingdom of God." (1 Corinthians 6:9-10)