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 velvet the 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.

　　Contrary to what the liquor company would have us believe, drinking is more closely related to lack of success than to achievement. Among students, the heaviest drinkers have the lowest grades. In the work force, alcoholics are frequently late or absent, tend to perform poorly, and often get fired. Although, alcohol abuse occurs in all economic classes, it remains most severe among the poor.

　　Another part of the alcohol myth is that drinking makes you more attractive to the opposite sex. Hot, hot, hot, one commercials soundtrack begins, as the camera scans a crowd of college-age beachgoers. Next it follows the curve of a womans leg up to her bare hip and lingers there. She is young, beautiful, wearing a bikini. A young guy, carrying an ice chest , positions himself near to where she sits. He is tan, muscular. She doesnt show much interest until he opens the chest and takes out a beer. Now she smiles over at him. He raises his eyebrows and, invitingly, holds up another can. She joins him. This beer, the song concludes, attracts like no other.

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