Sydney Ridenhour Source 4

How are marketing strategies used to sell energy drinks?

Reissig, Chad J., Eric C. Strain, and Roland R. Griffiths. "Caffeinated Energy Drinks: A Growing Problem." Drug And Alcohol Dependence 99.1-3 (2009): 1-10. PsycINFO. Web. 8 Mar. 2015.

This article discusses a lot of things, but what I mainly want to focus on is advertising for energy drinks. Commercials and advertisement are targeted towards young males by using masculine names like "Full Throttle" or "Cocaine". These commercials "promote the psychoactive, performance-enhancing, and stimulant effects of energy drinks and appear to glorify drug use." The article gives an example of promoting to a younger audience using an item on the market called "Blow" that is like cocaine. The company claimed it as a "legal alternative". They sold the product with a mirror and plastic credit cards. On the website it showed videos of teens "snorting" the liquid product like it was cocaine. Companies use these edgier tactics to sell to younger crowds.

It's really disgusting how companies are trying to sell to younger people by using tactics like drugs. This not only promotes their products but also drug use. I agree they use things like drugs and sex to sell items to people. I think these commercials should be regulated. But does that infringe on our right to freedom of speech? This also opened my eyes to our society. Why do companies think comparing their products to illegal drugs will appeal to teens and young adults? Also, why would teens and young adults by products that are being compared to illegal drugs?

Source 2 says, "...athletes being the primary initial consumers; however, the market has rapidly expanded to adolescents and young adults." Where as source 4 says, "Advertising of energy drinks is primarily targeted towards young males." These two sources kind of agree with each other, but there is a slight difference. According to source 2, energy drinks are geared more towards a general population of adolescents and young adults, where as, source 4 thinks it is geared more towards young males. I think I agree more with source 2 because I have female and male friends who drink this. They even have pink colored bottles that support breast cancer awareness.

I think I will further my research in how does energy drinks affect society. Why do we need energy drinks? Do we need them because we are overworked? Or do we drink them because we are addicted to them?