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The advertisement of hard alcohol is not permitted on television. Therefore, it is very important for liquor companies to use alternative forms of media to promote their products. Many liquor companies such as Baccardi, Smirnoff, and Jack Daniel’s now offer malt beverages that they may advertise on television. These drinks not only add as an additional source of revenue, but support the sales of the companies’ other products. Although that method works well to spread the name of the liquor companies, many prefer to rely mainly on print ads that directly endorse their products. The Jack Daniel’s Liquor Company placed an ad for its famous whiskey on the back inside cover of the September 8, 2003 issue of Sports Illustrated. The advertisement pictures a bottle of whiskey standing stoutly on the bar of a golf course. The lens if focused directly on the bottle so that the reader can easily recognize the “Old No. 7 Brand” whiskey