Full article here:https://www.washingtonpost.com/natio...=.133bd0b1fc48
The ads started popping up about a decade ago on social media. Instead of selling alcohol with sex and romance, these ads had an edgier theme: Harried mothers chugging wine to cope with everyday stress. Women embracing quart-sized bottles of whiskey, and bellying up to bars to knock back vodka shots with men.
In this new strain of advertising, women’s liberation equaled heavy drinking, and alcohol researchers say it both heralded and promoted a profound cultural shift: Women in America are drinking far more, and far more frequently, than their mothers or grandmothers did, and alcohol consumption is killing them in record numbers.
White women are particularly likely to drink dangerously, with more than a quarter drinking multiple times a week and the share of binge drinking up 40 percent since 1997, according to a Washington Post analysis of federal health data. In 2013, more than a million women of all races wound up in emergency rooms as a result of heavy drinking, with women in middle age most likely to suffer severe intoxication.
This behavior has contributed to a startling increase in early mortality. The rate of alcohol-related! deaths for white women ages 35 to 54 has more than doubled since 1999, according to The Post analysis, accounting for 8 percent of deaths in this age group in 2015.
“It is a looming health crisis,” said Katherine M. Keyes, an alcohol researcher at Columbia University.
Even responsible drinking campaigns can send conflicting messages. A Facebook ad for Smirnoff Ice — ranked among the five most popular beverages by young female drinkers — shows a stack of caps from four pint-size bottles. The tagline: “Know Your Limit.”
“That’s binge drinking,” said David Jernigan, who runs the Center for Alcohol Marketing and Youth at the Johns Hopkins Bloomberg School of Public Health in Baltimore. Jernigan, who advocates limits on alcohol marketing and has come under frequent attack from the alcohol industry, uses the Smirnoff ad in a presentation he calls “Virginia Slims in a Bottle.”
The ads started popping up about a decade ago on social media. Instead of selling alcohol with sex and romance, these ads had an edgier theme: Harried mothers chugging wine to cope with everyday stress. Women embracing quart-sized bottles of whiskey, and bellying up to bars to knock back vodka shots with men.
In this new strain of advertising, women’s liberation equaled heavy drinking, and alcohol researchers say it both heralded and promoted a profound cultural shift: Women in America are drinking far more, and far more frequently, than their mothers or grandmothers did, and alcohol consumption is killing them in record numbers.
White women are particularly likely to drink dangerously, with more than a quarter drinking multiple times a week and the share of binge drinking up 40 percent since 1997, according to a Washington Post analysis of federal health data. In 2013, more than a million women of all races wound up in emergency rooms as a result of heavy drinking, with women in middle age most likely to suffer severe intoxication.
This behavior has contributed to a startling increase in early mortality. The rate of alcohol-related! deaths for white women ages 35 to 54 has more than doubled since 1999, according to The Post analysis, accounting for 8 percent of deaths in this age group in 2015.
“It is a looming health crisis,” said Katherine M. Keyes, an alcohol researcher at Columbia University.
Even responsible drinking campaigns can send conflicting messages. A Facebook ad for Smirnoff Ice — ranked among the five most popular beverages by young female drinkers — shows a stack of caps from four pint-size bottles. The tagline: “Know Your Limit.”
“That’s binge drinking,” said David Jernigan, who runs the Center for Alcohol Marketing and Youth at the Johns Hopkins Bloomberg School of Public Health in Baltimore. Jernigan, who advocates limits on alcohol marketing and has come under frequent attack from the alcohol industry, uses the Smirnoff ad in a presentation he calls “Virginia Slims in a Bottle.”
I'm like "bytch you're in your 40s, get your shyt together" or they're in their 20s barely able to walk, getting carried and supported by some simp or their friends 
