Every year, children watch an average of 20,000 commercials, of which 2,000 promote alcoholic beverages. Although many consider them harmless, logic would dictate that these ads play an important role in influencing the attitudes and ideals that young people in society link to alcohol consumption. Many aspects of modern media promise that once you engage in “drinking,” you will merge with a high-society lifestyle where popularity, desirability, and ultimately happiness are easily attainable. While peers and families, environment and heredity all contribute to one's inclination to drink, even more so, the messages revealed in everyday television shows, movies, mainstream music and even commercials are constant and consistent in encouraging alcohol consumption. One film in particular, The Hangover, released in 2009 and directed by Todd Phillips, reveals how society idolizes and admires people addicted to alcohol and alleviates the discouraging effects of its consumption. Once the film's fame began to grow, it became obvious that the main characters, four ordinary adult men, due to their unusual alcohol-influenced experiences during the film, to a younger generation, were heroes. Actors, singers, sports figures and celebrities are also adored for their excessive drinking practices and are easily forgiven when their actions cause problems, thus reinforcing the idea that there are no consequences for drinking alcohol. For all the alcohol-abusing "don't drink" people see every year, teenagers will see fifty times more ads promoting drinking. While ads and infomercials are quick to point out the supposed positivity of... in between a la carte... alcohol and teach that, although the media is an important learning tool, it is also deceptive in the messages depicted Daily talk shows featuring former alcoholics are sometimes irregular because they would show the recovery of a celebrity guest and they would later praise his performance in a movie where his character drinks repeatedly. Therefore, at that point, society assumes and thinks that if this specific role model could recover from the suffering of alcohol and return to fame like advertising and. cinema without repercussions of regret, this would lead young people to consider that it is acceptable for them to engage in the same activities, whether positive or disastrous in the long term. The advertisement states that it is tolerable to drink Coors Light Silver Bullet because it is the most refreshing beer in the world and its consumption requires great responsibility.