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Alcohol in Advertising

Alcohol in Advertising. Why Advertise Alcohol? The Alcohol Industry Spends $3 BILLION Per Year on Advertising. To try to open up new markets – to get groups that don’t drink much to drink more. Not only to get us to drink but to get us to develop certain attitudes about drinking.

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Alcohol in Advertising

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  1. Alcohol in Advertising

  2. Why Advertise Alcohol?The Alcohol Industry Spends $3 BILLION Per Year on Advertising • To try to open up new markets – to get groups that don’t drink much to drink more. • Not only to get us to drink but to get us to develop certain attitudes about drinking. • To increase market share • Instead of increasing total consumption they want users to switch brands. • To “normalize” drinking in the minds of young viewers???

  3. Alcohol and Youth • People who start drinking before the age of 15 are four times more likely to become addicted than those who wait until they are older • Underage drinks account for 12% of all alcohol sales • College alcohol market is over $5 billion a year. • On an average day, 4 college students die in alcohol related accidents while 1,370 are injured. *Of course not all college students have drinking problems or even drink. In any environment a few people are doing most of the drinking. 10% of the drinking population consumes over 60% of all the alcohol sold.

  4. Does Advertising Lead to Addiction? • If everyone were to “drink responsibly” like they’re told to do in alcohol advertisements, alcohol sales would be down 80% • FTC estimated that the alcohol industry spend approximately $6 billion or more on advertising and promotion in 2005. Why? • USA Today found that teens say ads have a greater influence on their desire to drink in general than on their desire to buy a particular brand of alcohol • Four college students die daily from alcohol-related causes. • Between 2001 and 2005 youth exposure to alcohol advertising on t.v. increased by 41% from 1,973 ads to 46,854 ads.

  5. FTC Recommendations • Cant advertise in venues where more than 50% of the audience is under the legal drinking age. • Prohibit ads with substantial underage appeal, even if they also appeal to adults, or target ads to persons 25 and older • Restrict alcohol product placement to “R” and “NC-17” rated films, and apply ad placement standards to product placement on TV programs • Curb on-campus and spring break sponsorships and advertising.

  6. What makes young people drawn to Alcohol Advertising? • Music • Animal and people characters • Humor • Risky behavior – that provides in their view immediate gratification, thrills and/or social status.

  7. Propaganda Techniques • Bandwagon (everyone is doing it) • Testimonial (celebrity endorsement) • Transfer (transforming the product into something else) • Glittering generalities (associating the product with a generalized value)

  8. Bandwagon Everyone’s doing it!

  9. Testimonial Celebrity Endorsement

  10. Transfer

  11. Glittering Generalities

  12. Maxim 2003

  13. How is alcohol portrayed?

  14. Advertising & Nicotine • Nicotine kills more people than all other drugs combined. It kills more Americans each year than alcohol, cocaine, heroin, car crashes, homicides, suicides, and Aids combined. • The tobacco industry in the US spends over $9 BILLION per year on advertising and promotion – 26 Million per day! • The tobacco industry needs 3000 new smokers a day to replace those who quit or die. – 2000 smokers quit every day and 1000 smokers die.

  15. Advertising Cigs to Youth • Almost 90% of smokers start before they’re 18. 60% start before high school. If you don’t start smoking young, you’re not likely to start. The peak years for beginning to smoke are in grades 6 and 7. • It takes only a few weeks for most people to become addicted to nicotine. • While most teens would say they are not influenced by advertising, 88% of teenage smokers smoke one of 3 brands – Camel, Marlboro and Newport (the 3 most heavily advertised brands of cigarette.

  16. What do you gather from this ad?

  17. Colors used? • Words? • Font? • Meaning?

  18. Anti-smoking campaigns

  19. Assignment • Find an alcohol/tobacco ad • Think of 5 adjectives to describe the ad • How does the ad work to make alcohol/tobacco attractive • Who is the target audience for the ad? In other words who does it appeal to. • What feelings or emotions is the ad trying to associate with the product? • How do gender, race and class feature in this ad? • Is this ad socially responsible? What does it mean for an ad or company to be socially responsible?

  20. Information taken from the following sites • www.jeankilbourne.com • www.adbusters.org • www.badvertising.org • www.camy.org • www.tobaccofree.org • www.cdc.gov/tobacco

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