The use and abuse of drugs are growing problems that occur quite often in modern society. The users of legal or illegal drugs, especially when young, are found both in the suburbs and in privileged districts, in private schools as often as in the public school network. And when comparing the use of drugs by men and women, figures are almost the same. Notwithstanding the multiplicity of factors composing such phenomenon, in the present research, the analysis refers to the images and discourses conveyed by the great media, especially television, and their impacts on the youth’s leisure experience. The methodology used in the analysis of eighteen beer propaganda campaigns is that of Martine Joly’s semiotics. We conclude that the contents of the analyzed propaganda pieces emphasize only the “beneficial” part of the drinking of alcoholic beverages in leisure experiences.
Leisure; Youth; Alcohol