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Next. A Production of The National Road Safety Foundation, Inc. Sex, Lies & Profits. Next. Previous. Overall Goals. To introduce young people to marketing techniques, so they may develop critical viewing of alcohol advertisements.

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  1. Next

  2. A Production of The National Road Safety Foundation, Inc. Sex, Lies & Profits Next Previous

  3. Overall Goals • To introduce young people to marketing techniques, so they may develop critical viewing of alcohol advertisements. • To allow students to formulate their own attitudes towards drinking without the influence of glamorous activities and people promoting an alcoholic beverage. • To acknowledge the lack of information given to the general public in alcohol advertisements. • To encourage young people to be aware that they are part of a marketing package that delivers them to the distributor’s door. Next Previous

  4. Synopsis “Sex, Lies and Profits” is an informational video that deals with the glorification of alcohol and societal attitudes that are developed through marketing campaigns and slogans. The National Road Safety Foundation advocates a no-use message pertaining to alcohol for people under the legal drinking age. We are aware that many educators encounter underage drinking and wish to provide preventive information which could be instrumental in saving the lives of their students who drink or experiment with alcohol. Alcohol advertising can be a controversial issue. This guide contains discussion points pertaining to the marketing techniques, of the alcohol industry, aimed at new, young consumers, and tips on how to “Critically view” commercials. We recommend that teachers check with their superiors to make sure discussion topics meet the guidelines which the school and community wish to project. Next Previous

  5. What is Critical Viewing? When we talk about “critical viewing,” we’re not talking about “criticizing” a -program. Viewing “critically” means that you and your family are making yourselves aware of the program or commercial and all of its elements — content and plot, message, gender and ethnic portrayals, background music, camera angles, lighting and so on. Critical viewing allows you and your children to gain a little emotional and mental distance from the program and have more control over its impact on you. Next Previous

  6. Are you a Critical Viewer? • A critical viewer can identify how conflict is resolved on the programs he/she watches, and decide to agree with the solution or to find a better way to resolve the conflict. • A critical viewer can identify what else is being "sold" besides the product in TV commercials. • A critical viewer pays attention to characteristics of the TV personalities with whom he/she identifies. • A critical viewer questions the reliability/bias of information sources on TV (such as news or documentaries). • A critical viewer does not believe everything he/she hears and sees on television, nor does he/she necessarily accept the TV as representing "real life”. Next Previous

  7. Let’s get prepared Let’s view the following film together. Make notations on how You can be a critical viewer and we’ll discuss later. Next Previous

  8. Sex, Lies & Profits20:00 minutes Next Previous

  9. Alcohol Advertising and Youth • Research clearly indicates that, in addition to parents and peers, alcohol advertising and marketing have a significant impact on youth decisions to drink. • "While many factors may influence an underage person's drinking decisions, including among other things parents, peers and the media, there is reason to believe that advertising also plays a role." (Federal Trade Commission, Self-Regulation in the Alcohol Industry, 1999) • Parents and peers have a large impact on youth decisions to drink. However, research clearly indicates that alcohol advertising and marketing also have a significant effect by influencing youth and adult expectations and attitudes, and helping to create an environment that promotes underage drinking. Next Previous

  10. Alcohol Advertising • The alcohol industry is the primary educator of the public about alcohol. It is not in their economic interest to allow the public liberal access to information concerning the negative consequences of alcohol consumption. • Negative consequences of alcohol consumption include: symptoms of addiction, car crashes and adverse health effects. Furthermore, these unfavorable results of drinking are harder to see in real life than the fun in the catchy commercial 30-second bytes. • We are so used to receiving these messages from the alcohol industry, day after day, hour after hour, that we are unaware of their cumulative effect. Next Previous

  11. Discuss Ads Bud and Bud Light ads using animals make kids want to buy the beer. Next Previous

  12. Evidence from Long-Term Studies • A national study published in January 2006 concluded that greater exposure to alcohol advertising contributes to an increase in drinking among underage youth. Specifically, for each additional ad a young person saw (above the monthly youth average of 23), he or she drank 1% more. For each additional dollar per capita spent on alcohol advertising in a local market (above the national average of $6.80 per capita), young people drank 3% more. • Another study found that, among a group of 2,250 middle-school students in Los Angeles, those who viewed more television programs containing alcohol commercials while in the seventh grade were more likely in the eighth grade to drink beer, wine/liquor, or to drink three or more drinks on at least one occasion during the month prior to the follow-up survey. • Researchers followed 3,111 students in South Dakota from seventh to ninth grade, and found that exposure to in-store beer displays in grade 7 predicted onset of drinking by grade 9, and exposure to magazine advertising for alcohol and to beer concessions at sports or music events predicted frequency of drinking in grade 9.4 Next Previous

  13. Helpful Website • www.camy.org • www.medialit.org • www.checkyourslef.org • www.madd.com • www.sadd.org • www.marininstitute.org/Youth/alcohol_youth.htm • www.alcoholfreechildren.org Next Previous

  14. On behalf of NRSF Thank you for taking the time to learn about how the media glorifies alcohol and how you can be conscious of what is being done. We hope you will share what you have learned with someone else. Remember…Knowledge is contagious…infect someone. Next Previous

  15. Order Your FREE copy All NRSF programs are available FREE. Visit us at www.nationalroadsafety.org or call is at 866-SAFEPATH (723-3728) to order your copy today. Next Previous

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