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How alcohol ads target teens: they''re cute. They''re funny. But did you ever think that those funny, sometimes annoying frogs croaking the name of a beer could be dangerous to you? (drugs).

Article Excerpt
Jesse, age 20, has been sober for about four years. But when he was drinking heavily, his choice of booze depended on image. "It couldn't be just any brand. Bud was OK--it has a cool image. There's another brand that's a lot cheaper, but no one would ever bring that to a party. It tastes all right, but the can just looks stupid."

The makers of Budweiser have spent millions of dollars making sure Jesse and others like him think Bud has a "cool" image. In 2000, for example, brewers spent $770 million on TV ads and another $15 million on radio commercials. Add a few hundred million more for promotions and sponsorships.

Besides the Budweiser frogs, you're probably familiar with a spotted dog named Spuds, lizards, and canines from outer space. The packaging on many of these products is humorous, goofy, and even cartoonish. Some feature college kids on spring break. Most of these manufacturers have their own Web sites, where viewers can log on and play games or enter contests to win prizes with insignias on them. Clearly, they're aimed at you, not your parents.

Jesse now understands that he played right into the hands of alcohol manufacturers. "Bud seems particularly shameful because they really play up...

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