While most adults drink occasionally, about 30% of adults don't drink at all. Of those who do drink, 10% account for the 50% of the alcoholic beverages consumed (Youcha 1978) . For some groups the ideal drinking behavior is not drinking at all; for other groups moderate or infrequent drinking behavior is acceptable; for still other groups occasional heavy drinking or even frequent heavy drinking is permissible...
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A report by the Scientific Analysis Corporation examined portrayal of drinking practices on television. The study showed that alcoholic beverages were the most frequently used drinks by television characters. In 225 programs 701 alcoholic drinking acts were recorded, compared to second-place tea and coffee drinking recorded in 329 cases (Royce 1981) ...