Alcohol7KTMS
Menu
Alcohol Advertising: Watch the video on alcohol advertising.....then read the information about advertising for directions on the next steps.
These days, advertising is almost everywhere we go — on television, at stores, on the street, and on the Internet. Alcohol advertising is no exception. And, as is the case with most advertising, alcohol advertising makes the product look great!
Alcohol ads typically associate a brand with cool, sexy people and a fun activity. The various elements in alcohol ads are specifically chosen to communicate ideas like this product is for people like me; this alcohol product makes occasions better; this product is popular, or stylish, or creative; and people want to be seen drinking this product. Ultimately, these concepts come together to suggest: if I use this product, I can be cool, sexy, and successful like the people in the ad, having fun like they seem to be.
Research, which was done by the Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health, found that ads in magazines with a large number of youth readers (15 percent or more) frequently showed alcohol being consumed in an irresponsible manner. Examples include showing alcohol consumption near or on bodies of water, encouraging overconsumption, and providing messages supportive of alcohol addiction. In addition, nearly one in five ads contained sexual suggestions or sexual symbols. Bottom line, youth are getting hit repeatedly by ads for spirits and beer in magazines geared towards their age demographic, and the more that young people are exposed to alcohol advertising and marketing, the more likely they are to drink.
Alcohol ads typically associate a brand with cool, sexy people and a fun activity. The various elements in alcohol ads are specifically chosen to communicate ideas like this product is for people like me; this alcohol product makes occasions better; this product is popular, or stylish, or creative; and people want to be seen drinking this product. Ultimately, these concepts come together to suggest: if I use this product, I can be cool, sexy, and successful like the people in the ad, having fun like they seem to be.
Research, which was done by the Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health, found that ads in magazines with a large number of youth readers (15 percent or more) frequently showed alcohol being consumed in an irresponsible manner. Examples include showing alcohol consumption near or on bodies of water, encouraging overconsumption, and providing messages supportive of alcohol addiction. In addition, nearly one in five ads contained sexual suggestions or sexual symbols. Bottom line, youth are getting hit repeatedly by ads for spirits and beer in magazines geared towards their age demographic, and the more that young people are exposed to alcohol advertising and marketing, the more likely they are to drink.
Advertising Techniques: the ways in which advertisers persuade YOU to buy.
Advertising have a bag of tricks to pull from that makes customers putty in their hands. Advertisers spend billions of dollars each year to persuade you to buy their product. The following 9 approaches used by advertisers have great success in selling their products or services. Read them to help you understand why they are so effective:
1. Scare Tactics
There are several ways advertisers use fear. One way is the “fear of missing out”. For example, “You need this phone, or this app, or this TV package or you won’t see everything you are supposed to see.”
2. Promising Happiness
By far the greatest method of grabbing new customers is promising happiness. It works like this: right now, you’re unhappy; but you don’t have to be; buy this product or service and you’ll be filled with joy. Advertisers create a hole in you, and then tell you to plug that hole with a new phone, a vacation, or a brand-new purse. However, the happiness is short-lived and pretty soon, you’re looking for a new thing to fill the void they have created.
3. Attacking Your Social StandingSomeone once said “we measure our happiness or success by our friends” and that is so true. If you have a 3-year-old Honda in fantastic condition, and someone next to you drives and old beater, you think you’re doing well. If that same person comes back one day with a top of the line, brand new BMW, you suddenly feel like you’re not doing as well. Nothing in your life has changed, but you believe it has. In this way, advertisers will constantly pressure you to have the next big thing. You need this, because everyone around you is getting it.
4. Limiting Availability (aka Limited Editions)Another way of saying this is “creating artificial scarcity” and it works well. For example, many manufacturers will put out themed versions of their products to tie in with a current movie or TV series, and provide limited editions of them. People will run out to buy what is an almost identical product to the regular one, simply because it has a little extra branding on it. Nike produces limited sneaker lines, and people pay huge money for them in the secondary market.
5. Becoming Friends with YouYou trust your friends more than you do complete strangers, so advertisers have found ways to make themselves more appealing to you. Social media campaigns have done an incredible job of getting into your circle of friends, with fun videos and messages making you more likely to interact with the brand every day. Brands, and the companies behind them, don’t want to be your friend; they want your money, and your loyalty. And they only want your loyalty because it means more money.
6. Creating Positive Associations or “Star Appeal”There are celebrities out there with millions of fans. They are liked, respected, and admired. You may love Justin Bieber, or you may find Kim Kardashian the greatest name in style. Companies get celebrities to endorse their products so that you will buy them. Nike partnering with Michael Jordan, and many other sports stars, has created billions in revenue. They’re the same shoes, they just have a name tied to them. Brands will also insert themselves in movies and TV shows (known as product placement) to get the same outcome.
7. Making You LaughWhy are so many Super Bowl ads funny? Why do so many social media posts by brands make you laugh? The answer is simple; laughter is a positive emotion, and when you associate something positive with that brand, you are more likely to remember it, and buy it.
8. Humanizing Things and AnimalsAnimals that talk (the Geico gecko, the Aflac duck, Tony the Tiger) are a prime example of this technique. It’s unexpected, it’s usually humorous, and it makes it easier for us to connect emotionally with the brand. When you see advertisements humanizing animals and objects, know that they are doing so as a way to get on your good side, and fork over some cash.
9. Using Sex AppealFor years, advertisers have been using sexually charged imagery and language to persuade us to buy things, from the Coors Light twins, to the half-naked window washer for Diet Coke. Sex sells drinks, cars, phones, clothing, cheeseburgers (looking at you Carl’s Jr.) and even shoes and clothing.
Advertising have a bag of tricks to pull from that makes customers putty in their hands. Advertisers spend billions of dollars each year to persuade you to buy their product. The following 9 approaches used by advertisers have great success in selling their products or services. Read them to help you understand why they are so effective:
1. Scare Tactics
There are several ways advertisers use fear. One way is the “fear of missing out”. For example, “You need this phone, or this app, or this TV package or you won’t see everything you are supposed to see.”
2. Promising Happiness
By far the greatest method of grabbing new customers is promising happiness. It works like this: right now, you’re unhappy; but you don’t have to be; buy this product or service and you’ll be filled with joy. Advertisers create a hole in you, and then tell you to plug that hole with a new phone, a vacation, or a brand-new purse. However, the happiness is short-lived and pretty soon, you’re looking for a new thing to fill the void they have created.
3. Attacking Your Social StandingSomeone once said “we measure our happiness or success by our friends” and that is so true. If you have a 3-year-old Honda in fantastic condition, and someone next to you drives and old beater, you think you’re doing well. If that same person comes back one day with a top of the line, brand new BMW, you suddenly feel like you’re not doing as well. Nothing in your life has changed, but you believe it has. In this way, advertisers will constantly pressure you to have the next big thing. You need this, because everyone around you is getting it.
4. Limiting Availability (aka Limited Editions)Another way of saying this is “creating artificial scarcity” and it works well. For example, many manufacturers will put out themed versions of their products to tie in with a current movie or TV series, and provide limited editions of them. People will run out to buy what is an almost identical product to the regular one, simply because it has a little extra branding on it. Nike produces limited sneaker lines, and people pay huge money for them in the secondary market.
5. Becoming Friends with YouYou trust your friends more than you do complete strangers, so advertisers have found ways to make themselves more appealing to you. Social media campaigns have done an incredible job of getting into your circle of friends, with fun videos and messages making you more likely to interact with the brand every day. Brands, and the companies behind them, don’t want to be your friend; they want your money, and your loyalty. And they only want your loyalty because it means more money.
6. Creating Positive Associations or “Star Appeal”There are celebrities out there with millions of fans. They are liked, respected, and admired. You may love Justin Bieber, or you may find Kim Kardashian the greatest name in style. Companies get celebrities to endorse their products so that you will buy them. Nike partnering with Michael Jordan, and many other sports stars, has created billions in revenue. They’re the same shoes, they just have a name tied to them. Brands will also insert themselves in movies and TV shows (known as product placement) to get the same outcome.
7. Making You LaughWhy are so many Super Bowl ads funny? Why do so many social media posts by brands make you laugh? The answer is simple; laughter is a positive emotion, and when you associate something positive with that brand, you are more likely to remember it, and buy it.
8. Humanizing Things and AnimalsAnimals that talk (the Geico gecko, the Aflac duck, Tony the Tiger) are a prime example of this technique. It’s unexpected, it’s usually humorous, and it makes it easier for us to connect emotionally with the brand. When you see advertisements humanizing animals and objects, know that they are doing so as a way to get on your good side, and fork over some cash.
9. Using Sex AppealFor years, advertisers have been using sexually charged imagery and language to persuade us to buy things, from the Coors Light twins, to the half-naked window washer for Diet Coke. Sex sells drinks, cars, phones, clothing, cheeseburgers (looking at you Carl’s Jr.) and even shoes and clothing.
What can YOU do?
Answer the questions in your packet about alcohol advertising.
Answer the questions in your packet about alcohol advertising.
Review the Anti-Alcohol advertising below and answer the questions in your packet