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This Australian ad from 2011 for a 10 year old Rum was found on multiple websites and shows how alcohol producers aim their wares at their consumers. In this instance a handsome young man, enjoying his drink and looking desirable despite missing his arm. Giving a message along the lines of: ‘You can still enjoy our drinks and look cool, despite physical hardships, if you are a tough guy’. Source: http://www.wabbaly.com/advertising-alcohol-inspiration/

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