Alcohol in AdvertisingAlcohol in Advertising

Why Advertise Alcohol?Why Advertise Alcohol?The Alcohol Industry Spends The Alcohol Industry Spends

$3 BILLION Per Year on Advertising$3 BILLION Per Year on Advertising

To try to open up new markets – to get groups To try to open up new markets – to get groups that don’t drink much to drink more.that don’t drink much to drink more.

Not only to get us to drink but to get us to Not only to get us to drink but to get us to develop certain attitudes about drinking.develop certain attitudes about drinking.

To increase market shareTo increase market shareInstead of increasing total consumption they want users to Instead of increasing total consumption they want users to switch brands.switch brands.

To “normalize” drinking in the minds of young To “normalize” drinking in the minds of young viewers??? viewers???

Alcohol and YouthAlcohol and YouthPeople who start drinking before the age of 15 People who start drinking before the age of 15 are four times more likely to become addicted are four times more likely to become addicted than those who wait until they are olderthan those who wait until they are olderUnderage drinks account for 12% of all alcohol Underage drinks account for 12% of all alcohol salessalesCollege alcohol market is over $5 billion a year.College alcohol market is over $5 billion a year.On an average day, 4 college students die in On an average day, 4 college students die in alcohol related accidents while 1,370 are injured.alcohol related accidents while 1,370 are injured.

*Of course not all college students have drinking *Of course not all college students have drinking problems or even drink. In any environment a problems or even drink. In any environment a few people are doing most of the drinking. 10% few people are doing most of the drinking. 10% of the drinking population consumes over 60% of of the drinking population consumes over 60% of all the alcohol sold.all the alcohol sold.

Does Advertising Lead to Does Advertising Lead to Addiction?Addiction?

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

FTC RecommendationsFTC Recommendations

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

What makes young people drawn What makes young people drawn to Alcohol Advertising?to Alcohol Advertising?

MusicMusic

Animal and people charactersAnimal and people characters

HumorHumor

Risky behavior – that provides in their view Risky behavior – that provides in their view immediate gratification, thrills and/or social immediate gratification, thrills and/or social status.status.

Propaganda TechniquesPropaganda Techniques

Bandwagon (everyone is doing it)Bandwagon (everyone is doing it)

Testimonial (celebrity endorsement)Testimonial (celebrity endorsement)

Transfer (transforming the product into Transfer (transforming the product into something else)something else)

Glittering generalities (associating the Glittering generalities (associating the product with a generalized value)product with a generalized value)

BandwagonBandwagon

Everyone’s doing

it!

TestimonialTestimonial

Celebrity

Endorsement

TransferTransfer

Glittering GeneralitiesGlittering Generalities

Maxim 2003Maxim 2003

How is alcohol portrayed?How is alcohol portrayed?

Advertising & NicotineAdvertising & Nicotine

Nicotine kills more people than all other drugs Nicotine kills more people than all other drugs combined. It kills more Americans each year combined. It kills more Americans each year than alcohol, cocaine, heroin, car crashes, than alcohol, cocaine, heroin, car crashes, homicides, suicides, and Aids combined.homicides, suicides, and Aids combined.

The tobacco industry in the US spends over $9 The tobacco industry in the US spends over $9 BILLION per year on advertising and promotion BILLION per year on advertising and promotion – 26 Million per day!– 26 Million per day!

The tobacco industry needs 3000 new smokers The tobacco industry needs 3000 new smokers a day to replace those who quit or die. – 2000 a day to replace those who quit or die. – 2000 smokers quit every day and 1000 smokers die.smokers quit every day and 1000 smokers die.

Advertising Cigs to YouthAdvertising Cigs to Youth

Almost 90% of smokers start before they’re 18. Almost 90% of smokers start before they’re 18. 60% start before high school. If you don’t start 60% start before high school. If you don’t start smoking young, you’re not likely to start. The smoking young, you’re not likely to start. The peak years for beginning to smoke are in grades peak years for beginning to smoke are in grades 6 and 7.6 and 7.It takes only a few weeks for most people to It takes only a few weeks for most people to become addicted to nicotine.become addicted to nicotine.While most teens would say they are not While most teens would say they are not influenced by advertising, 88% of teenage influenced by advertising, 88% of teenage smokers smoke one of 3 brands – Camel, smokers smoke one of 3 brands – Camel, Marlboro and Newport (the 3 most heavily Marlboro and Newport (the 3 most heavily advertised brands of cigarette.advertised brands of cigarette.

What do you gather What do you gather from this ad?from this ad?

Colors used?Colors used?

Words?Words?

Font?Font?

Meaning?Meaning?

Anti-smoking campaignsAnti-smoking campaigns

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

Information taken from the following Information taken from the following sitessites

www.jeankilbourne.comwww.jeankilbourne.com

www.adbusters.orgwww.adbusters.org

www.badvertising.orgwww.badvertising.org

www.camy.orgwww.camy.org

www.tobaccofree.orgwww.tobaccofree.org

www.cdc.gov/tobaccowww.cdc.gov/tobacco