This study explores the public health implications of recent breakthrough research that established advertising can change what consumers remember about their experience of using a product, without the consumer being aware of this. The research will determine if current alcohol ads are reinforcing binge-drinking amongst Australia?s youth by positively reconstructing their memories of their own binge-drinking experiences, so making them remember these experiences as more attractive & enjoyable than they actually were. It will also explore whether ads can, through negatively reconstructing the target audience's memories of their binge-drinking experiences as less enjoyable & more unpleasant experience, inhibit binge-drinking behaviour.