Alcohol Advertising

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Alcohol Advertising
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Our Goals

• Increase awareness and become more informed about
  advertising influences
  
• Understand how advertisers present a distorted
  reality to viewers
  

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What is Advertising?

• The activity of attracting public attention to
  a product or business, by paid announcements in
  the print, broadcast, or electronic media
  
• (www.dictionary.com)

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Magazine Ads

• Ads are placed to target the readers interests
• Sports Illustrated, Cosmo, Seventeen, Maxim,
  People

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Commercials

• Short ads shown throughout TV programs
• Timing is targeted to specific viewers during
  specific programs

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Commercial Components

• Familiarity
• Humour (Positive Association)
• Sexuality
• Animals

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Product Placement

• Products or logos used in movies and TV programs
• Example actors/ actresses drinking Pepsi or
  wearing Nike clothing

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Sports Events

• Corporations use major sporting events to
  advertise their products
  
• Example Molson Indy, Coors Light car racing and
  advertising in arenas

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Money Facts

• 1.9 Billion/yr
• TV 1.1 billion
• Magazine 452.7 million
• Radio 231.2 million
• Outdoor 139.9 million

• 473,500 for 30 sec ad during Friends
• 2.25 million for 30 sec ad during 2004 Super
  Bowl

www.AdAge.com
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Critical Examination

• Describe what IS being shown in the
  advertisement, whether it is positive or
  negative.
  
• Describe what IS NOT being shown by the
  advertisement, whether it is positive or negative

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Examination Results
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Advertising Myths

• Do advertisers distort reality?
• How do advertisements distort reality?
• Who benefits from presenting these inaccurate
  pictures?

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Conclusion

• Dont be passive! Question what you see
• Be aware of the goals of advertisers
• Make informed and responsible decisions about
  what you see and hear