Media Literacy:Media Literacy:How The Alcohol How The Alcohol Industry Targets Industry Targets

ConsumersConsumers

Heather Markonich & Julia CharvatHeather Markonich & Julia CharvatOhio County Substance Abuse Prevention CoalitionOhio County Substance Abuse Prevention Coalition

What’s Your Favorite?What’s Your Favorite?

Questions:Questions: What do you like about it?What do you like about it? When do you see/hear it When do you see/hear it

advertised?advertised? Where can you buy it?Where can you buy it? How much does it cost?How much does it cost?

The Four P’s of Marketing

Marketing 101Marketing 101 PRODUCTPRODUCT: : what is being what is being

marketedmarketed

PRICEPRICE: : consumer demand consumer demand changes depending on changes depending on product cost. product cost.

PLACEPLACE: : location of sale, location of sale, service & consumption; service & consumption; where the product is where the product is available available

PROMOTIONPROMOTION: : how the how the product is advertised & how product is advertised & how this advertising creates an this advertising creates an enabling environment. enabling environment.

ProductProduct

Type (beer, wine, Type (beer, wine, etc.)etc.)

Alcohol strengthAlcohol strength Taste (bitter, sweet)Taste (bitter, sweet) Container size & Container size &

shapeshape Labeling (strength, Labeling (strength,

ingredients)ingredients)

Which ones contain alcohol?

PricePrice

How much will the How much will the product cost?product cost?

Sales practices that Sales practices that use low prices to use low prices to attract customersattract customers

Gifts, free samplesGifts, free samples Lower-priced Lower-priced

alcohol products alcohol products aimed at youthaimed at youth

PlacePlace

Number of places where Number of places where alcohol is sold (“outlets”)alcohol is sold (“outlets”)

Types of outletsTypes of outlets How many outlets in a How many outlets in a

neighborhoodneighborhood Alcohol at community Alcohol at community

eventsevents Distribution PracticesDistribution Practices

Number & types of places Number & types of places where drinking is acceptedwhere drinking is accepted

How people sell & serve How people sell & serve beveragesbeverages

Times when alcohol may be Times when alcohol may be served or soldserved or sold

PromotionPromotion

TV, radio, magazines, TV, radio, magazines, newspapers, billboards;newspapers, billboards;

Signs where alcohol is Signs where alcohol is soldsold

Visible logos (clothing, Visible logos (clothing, key chains, etc.)key chains, etc.)

Sponsorship of events Sponsorship of events (concerts, festivals)(concerts, festivals)

Placing products in Placing products in movies (or TV?)movies (or TV?)

The Purpose of Ads: The Purpose of Ads: PROMOTIONPROMOTION!!

GoalGoal:: to make a product popular through to make a product popular through advertising, to make money from increased advertising, to make money from increased product sales.product sales.

Some $ for ads = More $ made through product salesSome $ for ads = More $ made through product sales

It’s BusinessIt’s Business:: selling you and the rest of the selling you and the rest of the world an idea, brand, and/or belief – you may world an idea, brand, and/or belief – you may choose to buy (or not).choose to buy (or not).

It’s NOT About Being CoolIt’s NOT About Being Cool: : at the end of the at the end of the day, it’s about making $$$, and winning you over day, it’s about making $$$, and winning you over to make money.to make money.

Strasburger & Donnerstein, 1999Strasburger & Donnerstein, 1999

How Many TV Commercials Do Young How Many TV Commercials Do Young Adults See Per Year?Adults See Per Year?

Average of 20,000 commercials each yearAverage of 20,000 commercials each year, of , of which nearly which nearly 2,000 are for beer & wine2,000 are for beer & wine……

Annually, this amounts to Annually, this amounts to 167 hours167 hours of general of general TV commercial watching, including TV commercial watching, including 17 hours17 hours of of beer and wine commercials…beer and wine commercials…

10%10% of commercials are for beer and wine of commercials are for beer and wine promotion (promotion (1 in 101 in 10 commercials) commercials)

How Much Does the Average Prime How Much Does the Average Prime Time National Commercial Cost?Time National Commercial Cost?

QUESTION:QUESTION: If you were sitting down If you were sitting down watching American Idol, how much do you watching American Idol, how much do you think a think a 30 second commercial30 second commercial would cost would cost a business to advertise during a break?a business to advertise during a break?

Cost of Commercial SpotsCost of Commercial Spots

$650,000 to $700,00

$400,000

$350,000

Cost of all 3:

$1.4 million dollars

2005-2006 Prime Time TV Season 30 Sec Ad Rates: http://www.frankwbaker.com/2005-2006_ad_rates.htm

Branding & NormalizingBranding & Normalizing

BRANDING: BRANDING: connecting an image or symbol with a productconnecting an image or symbol with a product Using a symbol, song, and/or famous person that makes a Using a symbol, song, and/or famous person that makes a

product stand out – makes a product popular, and makes product stand out – makes a product popular, and makes more $$$...more $$$...

NORMALIZESNORMALIZES how often you buy and use a product… how often you buy and use a product… SPECIALTY:SPECIALTY: Buying a special (“name brand”) product Buying a special (“name brand”) product

instead of a generic version.instead of a generic version. CONVENIENCE:CONVENIENCE: Buying a 20 oz pop right out of the Buying a 20 oz pop right out of the

local mart and drinking it (vs. buying a cheaper case of local mart and drinking it (vs. buying a cheaper case of canned pop or 2 liter of pop)canned pop or 2 liter of pop)

QUANTITY:QUANTITY: buying a product for the whole family (vs. buying a product for the whole family (vs. just one) just one)

NAME THIS BRAND?NAME THIS BRAND?

NAME THIS BRAND?NAME THIS BRAND?

NAME THIS BRAND?NAME THIS BRAND?

NAME THIS BRAND?NAME THIS BRAND?

NAME THIS BRAND?NAME THIS BRAND?

What AREN’T They Telling You?What AREN’T They Telling You?

The Starbucks Venti (20 oz.) Caffè Mocha is like a Quarter Pounder with Cheese in a cup - 450 calories and 13 grams of bad fat.

There was a big stink about Joe Camel in the 1990’s as more kids recognized Camel's cartoon (advertising cigarettes) than could

ID Mickey Mouse.

Kellogg’s Frosted Flakes were once called “SUGAR FROSTED FLAKES” for a reason – this brand of cereal is extremely high in fructose corn syrup, and helps lead to diabetes and obesity.

NIKE = Child Labor in India

Media LiteracyMedia Literacy

Literacy (lĭt'ər-ə-sē) Literacy (lĭt'ər-ə-sē) n.n. the condition or quality of being literate, the condition or quality of being literate,

especially the ability to read and writeespecially the ability to read and write Media LiteracyMedia Literacy

provides a way to provides a way to accessaccess, , analyzeanalyze, , evaluateevaluate and and createcreate messages in a variety of forms messages in a variety of forms::

understand what the alcohol industry is trying understand what the alcohol industry is trying to sell to you and those around you!to sell to you and those around you!

Being Media Literate...Being Media Literate...

Allows you to see the truth in media Allows you to see the truth in media messages and avoid negative influences.messages and avoid negative influences.

TRUTH IS POWERTRUTH IS POWER: : choose your own choose your own path!path!

QUESTION:QUESTION: Can you name some Can you name some celebrities who the media highlights as celebrities who the media highlights as popular, although they have been in popular, although they have been in trouble with drugs or alcohol???trouble with drugs or alcohol???

Star Deaths: Star Deaths: Rock Stars Likely to Die SoonerRock Stars Likely to Die Sooner

Gone Too Soon:Gone Too Soon: Jimi Hendrix, 27Jimi Hendrix, 27, choked on his own vomit , choked on his own vomit

in 1970 after a night of drinking wine and in 1970 after a night of drinking wine and taking pills.taking pills.

Janis Joplin, 27Janis Joplin, 27, overdosed on heroin while , overdosed on heroin while drunk in 1970.drunk in 1970.

Jim Morrison, 27Jim Morrison, 27, heart failure from , heart failure from drugs/alcohol in 1970.drugs/alcohol in 1970.

Elvis Presley, 42Elvis Presley, 42, died in 1977 of heart , died in 1977 of heart failure brought on by long-term drug failure brought on by long-term drug misuse.misuse.

Sid Vicious, 21Sid Vicious, 21, overdosed on heroin in , overdosed on heroin in 1979.1979.

Kurt Cobain, 27Kurt Cobain, 27, shot himself in 1994 , shot himself in 1994 following battles with depression and drug following battles with depression and drug addiction. addiction.

Heath Ledger (The Joker), 28Heath Ledger (The Joker), 28, dies of , dies of accidental overdose in Dec. 2008.accidental overdose in Dec. 2008.

• Such Stars are approximately twice as likely Such Stars are approximately twice as likely to die prematurely (due to drugs/alcohol) to die prematurely (due to drugs/alcohol) than general population than general population (News in Science, 2007)(News in Science, 2007)

Media MessagesMedia Messages WHATWHAT are they selling you are they selling you??

Is this product necessary? Could you spend Is this product necessary? Could you spend this money on something else instead?this money on something else instead?

WHENWHEN are they saying you should use the are they saying you should use the productproduct? ? Are they encouraging you to use it too much?Are they encouraging you to use it too much?

WHOWHO are they targeting are they targeting? ? What groups do you see being targeted?What groups do you see being targeted?

WhoWho are these ads targeting? are these ads targeting?Are there stereotypes here?Are there stereotypes here?

WhoWho are these ad targeting? are these ad targeting? Are there stereotypes here? Are there stereotypes here?

WhoWho are these ads targeting? are these ads targeting?WhatWhat are they trying to say about are they trying to say about

people who drink liquor?people who drink liquor?

WhoWho are these ads targeting? are these ads targeting?Is there a stereotype here?Is there a stereotype here?

WhoWho is this ad targeting? is this ad targeting?Is there a stereotype here?Is there a stereotype here?

Note: the women in this ad is half clothed only (men like to see women unclothed – “expect everything” tops off the message that…)

Mixed Messages: How The Alcohol Mixed Messages: How The Alcohol Industry Targets Men & WomenIndustry Targets Men & Women

Ads That Target MENAds That Target MEN

Men are toughMen are tough Men love beer and sportsMen love beer and sports Drinking alcohol makes Drinking alcohol makes

you a “man”you a “man” Alcohol & women are Alcohol & women are

both viewed as objects; both viewed as objects; drinking & sexdrinking & sex

Perception that drinking Perception that drinking has no consequenceshas no consequences

Ads That Target WOMENAds That Target WOMEN

Women who drink are Women who drink are beautiful and classybeautiful and classy

Women like fancy drinks Women like fancy drinks and socializingand socializing

Women who drink beer are Women who drink beer are smart, bold, skinny, athletic smart, bold, skinny, athletic & beautiful & beautiful

Perception that drinking Perception that drinking has no consequenceshas no consequences

WhoWho are these ads targeting? are these ads targeting?Is there a stereotype here?Is there a stereotype here?

WhenWhen are they saying you should are they saying you should drink alcohol?drink alcohol?

When When are they saying you should are they saying you should drink alcohol?drink alcohol?

When & Where When & Where are they encouraging are they encouraging alcohol use?alcohol use?

What Are The What Are The ConsequencesConsequences of of Alcohol/Drug Use?Alcohol/Drug Use?

SHORT TERMSHORT TERM

Blacking outBlacking out Hangover / Alcohol Poisoning / Hangover / Alcohol Poisoning /

OverdoseOverdose DUI / Vehicular HomicideDUI / Vehicular Homicide StressStress Bad GradesBad Grades Loss of Childhood / YouthLoss of Childhood / Youth Aggressive Behavior & FightingAggressive Behavior & Fighting Violence / Increased TemperViolence / Increased Temper Paranoia Paranoia Juvenile Detention and/or Substance Juvenile Detention and/or Substance

Abuse TreatmentAbuse Treatment Losing Friends / Loved Ones / The Losing Friends / Loved Ones / The

Trust of OthersTrust of Others Unplanned PregnancyUnplanned Pregnancy Date Rape Date Rape Injury including Brain DamageInjury including Brain Damage

LONG TERMLONG TERM

School or Career FailureSchool or Career Failure Ineligible for Federal Financial Aid for Ineligible for Federal Financial Aid for

College College (if 18+ and convicted for (if 18+ and convicted for possession of or selling illegal drugs, possession of or selling illegal drugs, unless partake in rehabilitation program)unless partake in rehabilitation program)

No College or No Gainful Employment No College or No Gainful Employment / Poverty/ Poverty

JailJail Felony Felony (if 18+ and felony hard to get any (if 18+ and felony hard to get any

job)job) Domestic Violence / Family / Child Domestic Violence / Family / Child

AbuseAbuse Loss of Custody of ChildrenLoss of Custody of Children STIs STIs AddictionAddiction Disease Disease (Hepatitis C, Cirrhosis of the (Hepatitis C, Cirrhosis of the

liver, Need for Liver Transplant)liver, Need for Liver Transplant) DeathDeath

POOR DECISIONS…POOR DECISIONS…

““I fell and cracked open my head.”I fell and cracked open my head.” ““I put a hole in my best friend’s wall.”I put a hole in my best friend’s wall.” ““I was too hung-over and flunked the test.”I was too hung-over and flunked the test.” ““I cheated on my boyfriend.”I cheated on my boyfriend.” ““I wrecked the car.”I wrecked the car.” ““I got arrested for fighting.”I got arrested for fighting.” ““I lost my license because of the DUI.”I lost my license because of the DUI.” ““I jumped off a bridge and am paralyzed.”I jumped off a bridge and am paralyzed.” ““I hurt my best friend.”I hurt my best friend.” ““I got fired.”I got fired.”

It Can Happen: It Can Happen: PreventionPrevention is the Key is the Key

Choose Your Own Path:Choose Your Own Path:Avoid Pressures, Know the ConsequencesAvoid Pressures, Know the Consequences

Being Media Literate Means Being Media Literate Means Having Business Sense: Having Business Sense:

Avoid Pressure from the Media!Avoid Pressure from the Media!

In 2005, alcohol advertisers spentIn 2005, alcohol advertisers spent $2 billion$2 billion on on alcohol advertisingalcohol advertising in measured media (television, in measured media (television, radio, print, outdoor, major newspapers and Sunday radio, print, outdoor, major newspapers and Sunday supplements):supplements):

Same amount as spent on deodorant each yearSame amount as spent on deodorant each year Same amount that Canada spent to fight global warming in 2005Same amount that Canada spent to fight global warming in 2005 Compare this to only $3.2 billion spent on international AIDS Compare this to only $3.2 billion spent on international AIDS

relief by the U.S. in 2006relief by the U.S. in 2006

Nielsen Adviews. Nielsen Adviews. http://www.marketresearch.com/product/display.asp?productid=1465611&xs=r&g=1&curr=USD&kw=&view=tochttp://www.marketresearch.com/product/display.asp?productid=1465611&xs=r&g=1&curr=USD&kw=&view=toc http://usinfo.state.gov/xarchives/display.html?p=washfile-http://usinfo.state.gov/xarchives/display.html?p=washfile-

english&y=2005&m=November&x=20051130185240cmretrop0.594372english&y=2005&m=November&x=20051130185240cmretrop0.594372

Know The FactsKnow The Facts

Those who begin drinking before age Those who begin drinking before age 15 are up to 4 times more likely to 15 are up to 4 times more likely to become alcohol dependent at some become alcohol dependent at some point in their life. point in their life.

Drinking alcohol at earlier ages can promote alcohol Drinking alcohol at earlier ages can promote alcohol dependency and/or destructive decisions during dependency and/or destructive decisions during adulthood.adulthood.

Grant, B.F., Dawson, D.A., Stinson, F.S., et al. (1997). Age at onset of alcohol use and its Grant, B.F., Dawson, D.A., Stinson, F.S., et al. (1997). Age at onset of alcohol use and its association with DSM-IV alcohol abuse and dependence: Results from the National association with DSM-IV alcohol abuse and dependence: Results from the National Longitudinal Alcohol Epidemiologic Survey. Journal of Substance Abuse. Vol. 9. pp. 103-Longitudinal Alcohol Epidemiologic Survey. Journal of Substance Abuse. Vol. 9. pp. 103-110; found in U.S. Department of Health and Human Services: The Surgeon General’s Call 110; found in U.S. Department of Health and Human Services: The Surgeon General’s Call to Action to Prevent and Reduce Underage Drinking. (2007). Office of the Surgeon General.to Action to Prevent and Reduce Underage Drinking. (2007). Office of the Surgeon General.

Local Reality: Ohio CountyLocal Reality: Ohio County In 2003, Ohio County was ranked In 2003, Ohio County was ranked highest of the 55 highest of the 55

WV counties WV counties regarding adult binge drinking (5 or regarding adult binge drinking (5 or more drinks at once).more drinks at once).

Ohio County was also Ohio County was also 22ndnd highest regarding heavy highest regarding heavy alcohol use by adultsalcohol use by adults [i][i]. .

Ohio County ranks Ohio County ranks 33rdrd highest regarding alcohol highest regarding alcohol use among high school aged youthuse among high school aged youth [ii][ii]. .

It’s up to youth to choose and create a It’s up to youth to choose and create a healthier future!healthier future!

i. Behavioral Risk Factor Surveillance System (BRFSS), Centers for Disease Control and Prevention (CDC). i. Behavioral Risk Factor Surveillance System (BRFSS), Centers for Disease Control and Prevention (CDC). County/state level data provided by WV Health Statistics Center (WVHSC).County/state level data provided by WV Health Statistics Center (WVHSC).

ii. WV PRIDE Survey, 2005.ii. WV PRIDE Survey, 2005.

Youth-Based Solutions: Youth-Based Solutions: What Can You Do?What Can You Do?

Help organizeHelp organize and/or attend a county- and/or attend a county-wide wide Sticker ShockSticker Shock before Super Bowl before Super Bowl SundaySunday

Plan substance-free social events Plan substance-free social events (e.g. (e.g. youth coffee house/open mic in February)youth coffee house/open mic in February)

Support local businessesSupport local businesses that don’t that don’t market alcohol to youthmarket alcohol to youth

Think criticallyThink critically about the media & about the media & advertising you see on a daily basis.advertising you see on a daily basis.

Questions? Questions? Contact Us!Contact Us!

Visit Our Blog:Visit Our Blog: http://ocsapc.blogspot.comhttp://ocsapc.blogspot.com

Facebook Us!Facebook Us! Email Us:Email Us:

hmarkonich@ysswv.comhmarkonich@ysswv.com jcharvat@ysswv.comjcharvat@ysswv.com

Call Us:Call Us: 304-233-2045 x 305304-233-2045 x 305

Work with us to plan youth-Work with us to plan youth-focused events. We are focused events. We are open to all ideas!open to all ideas!