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SAED-201 Promoting Safety by Preventing Alcohol and Drug Abuse

SAED-201 Promoting Safety by Preventing Alcohol and Drug Abuse . Alcohol & Advertising. 7. Purpose of Alcohol Advertising. Brand Identification?. Brand Identification. BUD’S. This ______ for You. FOSTER’S. _________. Australian for Beer. COORS LITE.

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SAED-201 Promoting Safety by Preventing Alcohol and Drug Abuse

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  1. SAED-201 Promoting Safety by Preventing Alcohol and Drug Abuse Alcohol & Advertising 7

  2. Purpose of Alcohol Advertising • Brand Identification?

  3. Brand Identification BUD’S This ______ for You. FOSTER’S _________. Australian for Beer. COORS LITE The Silver Bullet. ______ ____. BUSCH Head for the Mountains. _______. SMIRNOFF ICE Intelligent Nightlife. __________ ____. DRINK BUD DRY Why Ask Why? ______ ____ ____. RED DOG Be Your Own Dog. ____ _____. MILWAUKEE’S BEST The Beast. _____________ _____.

  4. Purpose of Alcohol Advertising • Brand Identification? • Recruit New Drinkers?

  5. Recruiting New Drinkers • 12 year olds who are more aware of beer advertising: • Held favorable views on drinking, and • Expressed and intention to drink more often as an adult(Grube, 2002). • Children ages 9-11 were found to be more familiar with the Budweiser frogs than: • Kellogg’s Tony the Tiger • Mighty Morphin’ Power Rangers • Smokey the Bear (Lieber, 1996).

  6. Purpose of Alcohol Advertising • Brand Identification? • Recruit New Drinkers? • Increase Consumption?

  7. SIZE BEVERAGE CONSUMED 12 oz. cans BEER WINE 4 oz. glasses DISTILLED SPIRITS 1 oz. shots Average Consumption Per Drinking Person 571 (U.S.) 747 (TX) 144 (U.S.) 98 (TX) 381 (U.S.) 302 (TX)

  8. Purpose of Alcohol Advertising • Brand Identification? • Recruit New Drinkers? • Increase Consumption? • Or All Three?

  9. Themes In Alcohol Ads • Athletics • Success • Risky Activities • Sex

  10. T.A.D.D. Teens Against Drunk Driving * SAVE A LIFE Under 21 Be a Designated No Alcohol Driver BE RESPONSIBLE DON'T DRINK Possible Corrective Measures • Ban alcohol ads • Warning Notices • More accurate portrayal • Counter ads • Increase the tax on alcohol • EDUCATION EFFORTS

  11. Take Home Messages • Alcohol advertising is all around you • Television • Print • Radio • Advertising does influence consumers

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