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Serving breakfast, lunch and dinner.
FREE drink or tap beer with ticket stub atter game.
3 blocks south of the Arena
on the comer of Western and Burnside.
Food S. Drink Co •
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•
GREA1' STEAKS
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HAPPY1-kOUR NIGI-aLs?
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SMALL MEETING
AV AIL
ROOMS
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with Augie Ticket Stub
gar, dou,.14
OPEN 7 DAYS A
WEED
These three advertisements
have appeared in this fall's
football programs. The ads
promote the use of alcohol and
are in violation of the
Augustana Publication Board's
alcohol advertising policy.
Luck
Augie Vikings
Catch all th ENANIGAN's PUI3 Empire 4111 e
action of College
and NFL
Games
OPEN
* Full Menu * SUNDAYS
Daily Drink * Carry Out Food Ord Specials
Home of ers the
S onday Night Football Specials coreboaut our
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Check o
24 hour $ports
Join us _ _ _ _ _ _ _
after the
game - any
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Briefly
Community
service
program to be
held
The department of
business administration
along with the small
business administration
will present a community
service program entitled;
"Change: Forces shaping
our future".
The program will take
place Monday, Nov. 5 at 7
p.m. in the Morrison
Commons.
Participants in the
program will include Dr.
Gundar King, Dean of the
school of business
administration at Pacific
Lutheran University,
Augustana professors Dr.
Greg Danford and Dr. Joe
Dondelinger and
Marquette National Bank
vice president Kathy
Thorson.
Study Abroad
in Latin
America
A representative from
Augsburg College's
Center for Global
Education will be in the
Commons concourse
Friday, Oct. 26 from 9:30
a.m. to 2 p.m.
Augsburg coordinates
three programs in Mexico
and Central America:
Women and Development:
Latin American
Perspectives, Social
Policy and Human
Services in Latin America
and Program in Global
Community.
All of the programs
have an orientation at the
United States/Mexico
border, intensive Spanish
language study, travel and
study in Central America,
homestays, and
community living at the
Augsburg study center in
Cuernavaca.
Part time jobs
available
If your are interested in
finding a part time job
check out the job listings
located in the Financial
Aid Office in the lower
level of the
Administration building.
Index
Editorial 2
Campus 3&8
Lifestyle 4&5
Sports 6&7
THE
Augustana Mirror
OCTOBER 25, 1990 SIOUX FALLS, S.D., VOL. 74, NO. 7
A look at
Augustana's alcoho advertising policy
by BRIAN WILSNACK
staff writer
It is October 1988. A student
picks up a copy of the Augustana
Mirror and flips casually through
the newspaper. Something
catches his eye. The student turns
back a page to glance over a ten-inch
ad for Doc & Eddy's, a local
drinking establishment.
Below a photo of Spanky,
Alfalfa and various other
members of "Our gang," stands in
bold letters, "Bait Bucket Nite: .
Bring the whole gang! Bring in
your favorite bait bucket or any
container (24 oz. capacity) and
we'll fill it with Barley Malt for
$1!"
Three ads of this type appear in
this particular issue, each taking
up half the page, using such
famous faces as Marilyn Monroe
and Frankenstein to attract
readers.
These advertisements caused
quite a stir on campus in 1988,
prompting the Augustana
Publications Board and the
administration to construct a new
alcohol advertisement police,
which is still in effect today.
"We had an (alcohol
advertisement) policy in the early
'80s," said Jim Bies, Dean of
Student Services, "but a lot of
(the regulations) were
ambiguous."
The new alcohol advertisement
policy has six major guidelines.
First and perhaps most important,
the advertisement's main purpose
could not be to sell alcoholic
beverages. That brought up an
interesting question: How can a
drinking establishment advertise
without promoting the sale of
alcohol?
Because of its vagueness, this
guideline became a main cause of
the controversy. If the guideline is
questioned, the Publication Board
makes the final call in the
decisions. For example, with the
current policy, the board might
reject the slogan "Come enjoy a
beer at our establishment" for a
newspaper ad, and may instead
suggest "Come enjoy yourself at
our establishment" as a possible
alternative.
An ad cannot show drinking as
a possible solution to personal
problems or as a necessity to be
popular or intelligent. The ad
must not encourage drinking in
quantity or frequency (such as
"Drown Night") nor should prices
be listed for alcoholic beverages.
The fourth guideline state these
rules do not simply apply only to
the campus newspaper, but to all
Augustana publications,
including brochures and athletic
programs.
The ads are not allowed to
display the name of any particular
company (Budweiser, Coors,
etc.), except in cases were the
company is providing a public
service announcement. Therefore,
Coors could have its name
associated with a "Don't Drink
and Drive" advertisement.
The final guideline passes the
responsibility to follow all of the
guidelines to the editors of the
publication. The editors, in turn,
look to the Publications Board for
the final decision.
After the policy was passed in
December 1988, the Publications
Board discovered a contradiction
and brought it to Bies. The
Augustana football and basketball
programs had display ads for
various drinking establishments
in Sioux Falls. The fact that
athletic programs seemed to be
exempt from the guidelines
caused some problems.
Alicia Thiele, who not only
edited the Mirror in the fall of
1988, but was also a member of
the Publications Board said, "The
administration was on our backs
even though some of the ads in
the athletic programs were
worse."
The 1988-90 athletic programs
had not only advertised the
drinking establishments but
included keg prices, daily specials
and often questionable pictures.
In one such picture, several
bottles of beer sat in an ice-filled
barrel, which bore a sign reading:
"Beer is good food."
"I was really embarrassed
about the ads," Bies said. "It was
a double standard and we
shouldn't have allowed it, but we
didn't know."
Over the next two years, the
alcohol ads in the athletic
programs were changed, but
certain problems still remain. For
example, in the 1990 football
program, at least two of the ads
offer discounts for buying beer.
In the football program,
Shenanigan's Pub offers a coupon
for a dollar off any food purchase
or the first pitcher of beer. Jono's,
another drinking establishment,
offers a "free drink or tap beer
with a ticket stub."
While the Mirror has been
currently running ads for the
Madhatter Pub, these ads follow
the guidelines and advertise
"many specials designed for the
student on a budget." This ad
does not mention alcoholic
beverages, nor does it encourage
excessive drinking.
Advertisements for
establishments such as the
Madhatter Pub and Shenanigan's
Pub provide Augustana
publications with much needed
revenue, but in' certain cases need
to be re-worked.
Thiele disagrees with the
present guidelines.
"When you really look at it, 40
percent of the student body is of
legal (drinking) age," Thiele said.
"I really think that's a significant
enough number to run the ads."
Currently, the Publications
Board is reviewing the alcohol
advertisements which appeared in
the football programs.
"I was really embarrassed about the ads. It was
a double standard and we shouldn't have
allowed it, but we didn't know."
-- Jim Bies