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November 18, 2005 | 06:51 AM


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November 2005

The push for a more drunken America

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)


All you have to do is go to your school's bookstore and look at the slogans they display on the t-shirts that are sold to students. It's obvious that they are promoting "party" schools. Have you ever been to a college dance? I was never able to understand how they can play sex laden music and "dance"...if you can call it dancing. It appears to be just simulated sex to me? This is ok with the schools diversity offices and women's centers. I think its some kind of dual standard. What ever happened to principled leadership??

I think part of the problem with the increase in alcohol is the kids looking for something to "numb" them from the pain of our secular world, they long to feel good. Most of them would turn to anything to feel better. Sadly one thing that they are not willing to try is in reality the only thing that can bring them lifelong happiness... Jesus.

Its sad to see the Universities making a profit by sanctioning sin. Gone are the days when administrators tried to teach the students wright from wrong. The hypocrisy of political correctness has sold our kids a lie. All for money and the favor of men. What does the Bible say about returning to the old ways? Something about that being the way of eternal life. Oh how our culture has fallen!

These marketing campaigns of the beer companies are nothing more than an assault on our children. It reaches far deeper than the college level. I was a drug addict and alcoholic for 18 years and I can tell you I didn't need a lust-filled billboard or commercial dressed up in the mask of comedy to remind me I needed a drink. No, they are fishing for a much younger crowd. I denied I had a problem right up until the day I gave my life to Christ. 18 years of ruin, these companies are responsible for the deaths and ruined lives of millions. The Lord rebuke the beer and whiskey barons. Stand up Christian! Lift your voice like a trumpet, unfurl the banner form every mountain top! Repent America!

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"If my people, which are called by my name, shall humble themselves, and pray, and seek my face, and turn from their wicked ways; then will I hear from heaven, and will forgive their sin, and will heal their land." II Chronicles 7:14 KJV

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