Alcohol and Media

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Alcohol and Media

• The 1 advertiser - automobile industry 2
  alcohol industry
• Alcohol industry spent 5.7 billion on
  advertising promotion in 2002
• 2/3 of prime time TV programs contain portrayals
  of drinking or verbal references
• Young people will see over 1 million drinking
  scenes by the age of 18
• Alcohol ads outnumber responsibility ads 226 to 1
• Survey showed 10-year olds could name more brands
  of beer than American Presidents
• Study showed 9-11 year olds recognized the
  Budweiser Frogs more than Kelloggs Tony the
  Tiger, the Power Rangers or Smokey the Bear

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Alcohol and Youth

• Underage drinking and adult excessive drinking
  accounts for 50.1 of all alcohol consumed in the
  US
• Alcohol is a factor in the top 4 leading causes
  of death among teenagers crashes, unintended
  injuries, homicide, suicide
• Teenagers know about drink the most heavily
  advertised brands of beer

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Beer Advertisements Adolescent Drinking
Table from National Institute on Media and the
Family, 2001
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Alcohol Advertising

• The alcohol industry self regulates their
  advertising
• Companies contend that their advertising is aimed
  at adults and is intended to influence brand
  choice, not the decision of whether or not to
  drink

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Diageos Marketing Code

• "We will not utilize any image, symbol, music,
  cartoon character or person that appeals
  primarily to those under the legal purchase age."
  
• "People shown drinking in advertisements for our
  brands must be, and must look as if they are, 25
  years of age or older."
• "...depict only moderate and responsible
  drinking. We will not appear to condone or
  encourage excessive or irresponsible drinking, or
  refer in any favorable manner to the effects of
  intoxication."

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Treat St. Patricks Day Like a Real Holiday
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Now lets take a look at some other examples

• What are they showing?