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Although alcohol sometimes causes rapid poisoning, frequently leads to long-term addiction, and always threatens self-control, our society encourages drinking. Many parents, by their example, give children the impression that alcohol is an essential ingredient of social gatherings. Peer pressure turns bachelor parties, fraternity initiations , and spring-semester beach vacations into competitions in getting trashed.In soap operas, charming characters pour Scotch whiskey from crystal bottle as readily as most people turn on the faucet for tap water. In films and rock videos, trend-setters party in nightclubs and bars. And who can recall a televised baseball or basketball game without a beer commercial? By the age of 21, the average American has been drinking on TV about 75, 000 times. Alcohol ads appear with pounding frequencyin magazines, on billboards, in college newspaperscontributing to a harmful myth about drinking. Part of the myth is that liquor signals professional success. In a mens magazine, one full-page ad for Scotch whiskey shows two men seated in an elegant restaurant. Both are in their thirties, perfectly groomed, and wearing expensive grey suits. The windowsare draped with velvetthe table with spotless white linen. Each place-setting consists of a long-stemmed water goblet, silver utensils and thick silver plates. On each plate is half-empty cocktail glass. The two men are grinning and shaking hands, as if theyve just concluded a business deal. The caption reads, The taste of success. | 
