Transcript Alcohol Advertising

Alcohol
Advertising
Our Goals
 Increase
awareness and become more
informed about advertising influences
 Understand
how advertisers present
a distorted reality to viewers
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)
Magazine Ads

Ads are placed to
target the
readers’ interests

Sports Illustrated,
Cosmo, Seventeen,
Maxim, People
Commercials
 Short
ads
shown
throughout TV
programs
 Timing
is
targeted to
specific viewers
during specific
programs
Commercial
Components
 Familiarity
 Humour
(Positive Association)
 Sexuality
 Animals
Product Placement
 Products
or logos
used in movies and
TV programs
 Example
– actors/
actresses drinking
Pepsi or wearing
Nike clothing
Sports Events

Corporations use
major sporting
events to advertise
their products

Example – Molson
Indy, Coors Light
car racing and
advertising in
arenas
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
Critical Examination
1. Describe what IS being shown in the
advertisement, whether it is
positive or negative.
2. Describe what IS NOT being shown
by the advertisement, whether it is
positive or negative
Examination Results
1
6
2
7
3
8
4
9
5
10
Advertising Myths
 Do
advertisers distort reality?
 How
do advertisements distort
reality?
 Who
benefits from presenting these
inaccurate pictures?
Conclusion
 Don’t
see
 Be
be passive! Question what you
aware of the goals of advertisers
 Make
informed and responsible
decisions about what you see and
hear