(Meneer Dijk)Since 1971, advertisers have churned out more and more content dedicated to pushing alcohol in its various forms. But just because we might see a galloping horse promoting beer in slow motion or a fun gang carrying a cooler of malt beverages on a beach every time we turn on the TV, computer or sit staring at a subway ad, that doesn’t mean Americans are drinking more booze than we did 40 years ago, according to a new study. While marketing efforts on behalf of alcohol companies might bring in new customers or keep current fans loyal, it seems all that money spent on advertising isn’t turning the country into a nation of lushes, according to a new study from the University of Texas at Austin (via AdWeek). Researchers led by advertising professor Gary Wilcox looked at alcohol sales between 1971 and 2011, and found that per capita consumption stayed basically flat.

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