Pro-drinking messages and message environments for young adults: the case of alcohol industry advertising in African American, Latino, and Native American communities.

This paper examines targeted alcohol advertising in three ethnic communities: African Americans, Latinos, and Native Americans in the U.S. We focus on the appropriation of cultural systems and the reinvention of them as commodities to consumers. We outline the specific strategies used in each ethnic community. For African Americans, there is an emphasis on selling malt liquor to young adults through the use of "power" and gang-related images. For Latinos, there is an appropriation of historical and cultural symbols such as the national flags and maps of Mexico and Central America. Native Americans have coalesced to keep the image of a chief and warrior, Crazy Horse, from being used to market malt liquor. Each of the ethnic groups is engaged in action to prevent alcohol-related problems in their communities. Generating and implementing solutions is a universal social responsibility.