1 / 24

Alcohol

Alcohol. How advertising traps youth in the bottle. Advertising Dollars . Alcohol companies spent $4.7 billion to place 1.4 million advertisements for alcoholic beverages on television from 2001 to 2005 Graph below illustrates youth exposure to Alcohol Advertisements. Key Demographics.

Pat_Xavi
Download Presentation

Alcohol

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Alcohol How advertising traps youth in the bottle

  2. Advertising Dollars • Alcohol companies spent $4.7 billion to place 1.4 million advertisements for alcoholic beverages on television from 2001 to 2005 • Graph below illustrates youth exposure to Alcohol Advertisements

  3. Key Demographics • Legal Drinking age 21 • Target Markets vary with many drinks being directed at only one group • 21-29 • 30-40 • 40+

  4. Advertising Facts & Figures • Research shows that exposure to alcohol advertising shapes adolescents’ attitudes toward alcohol, their intentions to drink, and underage drinking behavior. • From 2001 to 2005, youth (ages 12 to 20) exposure to alcohol ads increased by 41% • Magazine ads for alcoholic beverages reached more youth (ages 12 to 20) than adult readers in 2001

  5. Facts & Figures cont. • Throughout 2005, alcohol companies placed more than 1,300 ads on 14 of the 15 programs most popular with teen audiences, including Lost, Desperate Housewives, Monday Night Football and CSI, at a cost of nearly $38 million • Despite all of this information advertisers continue to insist that teens are not the target of their marketing

  6. Common Grounds in Ads • Many ads share the same noticeable Fowles’ Appeals: • need for affiliation • need for attention • need for sex • need to escape • Combinations of text, images, and sound are used to persuade

  7. Mike’s Hard Lemonade

  8. Play by Play • The commercial begins with a man wearing a blue shirt sitting at a bar with an empty bottle of Mike’s Hard Lime. He looks at the empty bottle and tries to get the attention of the bartender, but does not succeed. In the background the announcer says “Introducing Mike’s Hard Lime, with a great lime taste that goes down easy. There’s nothing sweet about it.” The man looks at the empty bottle again and looks over his shoulders to see if anyone is looking. He sticks his tongue into the neck of the bottle and his tongue grows longer to reach the bottom of the bottle. He swirls his tongue around the inside of the bottle and licks up every last drop. He looks over towards the end of the bar and sees three women watching him, one in a red dress and two in black dresses. He pops his tongue out of the bottle and one woman in a black dress with a wine glass in front of her says, “I’d like one of those.” The announcer says “Don’t make it the usual. Make it New Mike’s Hard Lime. Hardly usual.”

  9. Mike’s Hard Breakdown • Commercial directed toward youngest demographic • 21-29 year olds • Uses scenes/scenarios the demo can relate to • Bar Atmosphere • Lonely male • Lack of notice from bartender

  10. Appeals to Basic Needs (EXAMPLE) • Affiliation • Three women sitting at the bar having a drink together. • Aesthetic Sensation • The main focus is the man in the blue shirt, people in the background are blurred out to draw attention to the man and the bottle. • One very long tongue • Sex • His long tongue licking the inside of the bottle has obvious sexual implications

  11. Mixed Messages • Healthy message: • Meeting new people and enjoying your time together is fun • Untold story: • Unprotected sexual encounters can have various negative repercussions

  12. Disarono Ad

  13. Play by Play • The commercial is set in a bar lounge rather than a hip club. The people are well dressed, their fashion conservative. It begins with the bartender handing a drink to a woman and a man. He is then approached by a woman in black who requests a Disarono on the rocks. The bartender smiles at her and gives her the drink. The bartender then reaches for the woman's glass, but she stops him by slowly touching him on the arm. She then seductively reaches for a piece of ice and puts it in her mouth, savoring the left over Disarono.

  14. Disarono Breakdown • Commercial directed at mature demo • 30+ • Older, more sophisticated people that could be professionals in their fields shown enjoying themselves

  15. Appeals to Basic Needs • Affiliation • Social Gathering • Mingling with friends, co-workers, couples • Escape • Social gatherings that involve alcohol are often thought of as a good way to relax or unwind from the stresses of every day life. • Sex • Shot of her hand touching the bartenders • Seductive motions by the woman as she consumes a piece of ice

  16. Mixed Messages • Healthy message: • Social interaction. Being with friends and good company. • Unhealthy message: • Alcohol is the answer to pleasurable times • Untold Story: • Health issues concerning binge drinking. • Dangers of drinking and driving.

  17. Southern Comfort & Lime

  18. Play by Play • The commercial starts off with the words “SOUTHERN COMFORT”. A song starts along with three friends walking into a bar to meet more friends. In the background, you hear people talking as you would in a crowded bar along with the song playing. While this is happening you hear the voices of one of the friends asking, “SoCo? Soco?.” And they reply, “Soco and lime…Yeah, SoCo and lime.” The bartender asks, “A round of SoCo and lime?” and pours a mix of SoCo and lime. When they get their drinks, the group of friends start talking. They stand in a circle with SoCo and lime shots in their hands saying “yeah!” as they make a toast. At the end it shows bottles of Southern Comfort creating a half circle, the Southern Comfort website and the words “START THINGS UP.”

  19. SoCo & Lime Breakdown • Aimed toward a younger, more hip drinker through use of color and motion • 21-29 Demographic • Scene takes place in a bar or night club with people who look to be in their college years

  20. Appeals to Basic Needs • Affiliation • Friends get together to drink SoCo & lime and socialize • Escape • Group friends escape from reality and enjoy some time with their friends at the bar • Psychological • Use of kaleidoscope with vibrant colors make the drink very appealing

  21. Mixed Messages • Healthy message: • Being around people and spending time with friends adds value to your life • Untold story: • Drinking alcohol may cause serious health problems, impairs judgment, and causes delayed reactions.

  22. Messages Advertisers Left Out • People who drink before the age of 15 are four times more likely to develop alcohol dependence than those who wait until the age of 21. • Three teens are killed each day when they drink and drive. At least six more die every day from other alcohol-related causes. • On college campuses 95 percent of all violent crime and 90 percent of college rapes involve the use of alcohol by the assailant, victim, or both.

  23. Conclusion • Advertisers use many of the same techniques to secure different demographics. As shown by research this marketing can often reach outside the legal demographic and influence illegal drinking in minors. Through the use of Fowels’ appeals and subtle image queues marketers arouse interest and grow brand recognition.

  24. Resources • http://www2.potsdam.edu/hansondj/Controversies/1106153502.html • http://camy.org/factsheets/ • http://alcoholism.about.com/od/teens/a/bljama040707.htm • http://alcoholism.about.com/cs/teens/a/blcamy030715.htm • http://www.cspinet.org/booze/iss_ads.htm • http://www.marininstitute.org/Youth/alcohol_ads.htm • http://www.youtube.com • http://www.frankwbaker.com/alcoholads.htm • http://www.nclnet.org/pr2800alco.html

More Related