Transcript Alcohol and Advertisement

ALCOHOL and
ADVERTISEMENT
Carolina Gutierrez
Alcohol… A
drink or a
lifestyle?
http://www.youtube.com/watch?v=3M8Dp7wGBe4
Early Alcohol
Advertisement
• 1952 Scotch company Ad
Bing, Bob, and Dorothy
• Alcohol advertisements
have been present since
the early 1900s.
• Early alcohol
advertisements pretty much
resembled the lifestyle and
role of society: the upper
classes drank fine wines
and champagne (as could
be seen in movies) while
lower classes celebrated
with moonshine and things
of that sort.
• As can be seen, early
alcohol advertisements
stand for luxury and lust.
• A man playing the violin
would serve as a symbol for
elegant lifestyles while
selling a relatively cheap
product.
• A pauper wouldn’t identify
him/herself with this ad:
early alcoholic beverage
advertisements tackled the
upper classes who would
spend money on “pleasure”
products.
Masculinity and Early
Alcohol Advertisements
• Quite a while back, the role of males and
females in society were clearly defined: men
were supposed to work and be attended by their
wives while women were supposed to be full
time housewives.
• The significance of the role of males and
females in society was tackled by the media and
alcohol advertisement.
• Thus, the first alcohol advertisements depicted
either a female serving a male an alcoholic
beverage or a male living life successfully
drinking alcohol.
The easier the better.
Notice the “hard task” of
opening the beer can
was performed by a
female – once again the
role of genders during
the early 1900s can be
seen.
What does this mean?
• Companies who spent money on advertising
their alcohol aimed to gain a larger profit than
what they spent on doing it:
- Representing luxury on their ads would target
the interest of the upper classes who would be
willing to spend money in order to look and feel
as wealthy and luxurious as possible.
- Emphasizing a man’s masculinity in ads would
increase a man’s desire to consume the product.
…the results:
• “Before 1975 or 1980, there was a
substantial increase in the consumption of
alcohol throughout the industrialized
countries.” – wealth ad target.
• “Before 1980, the increase in alcohol
consumption primarily involved men and,
today, excess male mortality is higher than
it was forty years ago” –masculinity in ads.
Alcohol Advertisement
Evolution
• As time goes by, gender roles have become
almost equal and the means for advertisement
has grown enormously.
• This means… more people are consuming
alcohol, production has increased, and costs for
advertisements are ridiculous.
• The new targets for alcohol ads are both males
and females as well as rich and poor. Nowadays
even the poorest wish to enjoy the “pleasures”
alcohol provides.
Alcohol: a Lifestyle
• Advertisement has converted alcohol from a
market product to a lifestyle. The desire people
have towards alcohol and what it “promises”
them is because of the ads.
• Companies will continue to spend millions on
advertisements in order to keep up the
competition. Promotions and sales are
advertised worldwide due to substitutes. (for
instance, absolut vodka is much cheaper than
grey goose vodka so one must compete with the
other in order to remain in the market).
Alcohol in the
Media
• The available evidence indicates that more
than 300 wine brands, 350 beer brands,
and 1,400 distilled spirits brands are
marketed in the U.S., but fewer than a
quarter of them are advertised through
measured media each year.
Yet the amounts spent on advertisement
reach the billions…and this is just fewer
than a quarter.
Costs
• United Kingdom:
In the year (2009) to the end of June, £72m
was spent on TV ads by alcohol
companies, £46.5m ploughed into
newspapers and magazines, £28m went
on outdoor billboards and posters, £14m
on cinema ads and £4.5m on radio. A
further £15m was spent on direct mail.
Instead of spending on alcohol ads
the UK could buy…
• 10,578 luxury mini
coopers the first half
of the year.
Alcohol ads aids the
media
• “A complete ban on alcohol advertising would have a
‘devastating’ impact on the ailing TV, newspaper and
magazine sectors, resulting in more than £180m-a-year
in ad revenue disappearing from company balance
sheets, according to forecasts” in the UK.
• “Even for heavily advertised brands, measured media
advertising typically accounts for only one third to one
half of total promotional expenditures, and of course,
many brands do not used measured media at all” (this
includes internet advertising, product placements in
movies and TV shows etc).
…more costs
• United States:
“Alcohol companies spent $4.9 billion on television
advertising between 2001 and 2005. They spent
2.1% of this amount ($104 million) on
“responsibility” advertisements.
Of the 300 alcohol brands that placed product
advertising on television from 2001 to 2005, at a
total cost of $4.7 billion, 25 brands placed
“responsibility” advertising at a total cost of $104
million.”
There were 1,415,716 alcohol product
advertisements between 2001 and 2005.
Instead of spending on alcohol
ads the US could have bought…
• Approximately
12,280,701
64 GB iPod
touches.
so… is it
worth it?
What do YOU feel?
Craving life?
• http://www.youtube.com/watch?v=fwDYYV
Y09gw
…a need to take a break?
• http://www.youtube.com/watch?v=fcgssJNMhAw
Have a little fun?
• http://www.youtube.com/watch?v=S1ZZre
XEqSY
Absolutely!
• Recent estimates put the amount spent on
alcohol in the US in recent years, at 57
billion dollars per year
• This means that taking the average cost
spent on advertisement, their profit will be
around $54,775,000,000
• “Each 1-percentage-point increase in
adolescent viewership was associated
with a 7-percent increase in beer ads, a
15-percent increase in spirits ads and a
22-percent increase in ads for low-alcohol
refreshers/alcopops — flavored alcoholic
beverages that taste similar to juice or
soda” (UCLA).
• Alcohol. Estimated annual cost: $166
billion. Binge drinking hits the unemployed
harder on a per capita basis -- 10.4%, vs.
8.4% of employed people. It is most
prevalent in small metropolitan locales,
rather than big cities or rural areas. The
$18 billion spent on alcohol and drug
treatment last year (2009) represented
1.3% of all health care spending.
Does it Affect the
Economy?
• The Substance Abuse and Mental Health
Services Administration (SAMHSA)
estimates that a combined $276 billion
was spent or lost in 2005 on health care,
lost productivity, premature death, auto
accidents and crime relating to drug and
alcohol abuse (about $18 billion of the tab
went for treatment).
…Hear it from the
experts
• http://www.youtube.com/watch?v=nIyTtJv8
EL4
Alcohol and
Advertisement
significance
• Alcohol creates many unnecessary expenses
that may hurt the economy in many ways.
• Because of this, alcohol companies need to
create advertisements that will blind people into
buying their product and not fall for the
“responsibility” trap.
• For the media and regular market, alcohol is a
product that provides great profits
(supermarkets, liquor stores, duty free stores
etc).
Did you know…
• By the time teenagers
reach driving age they will
have seen 75,000 ads for
alcohol (CQ Researcher,
1992).
• 56% of students in grades
5 through 12 say that
alcohol advertising
encourages them to drink
(American Academy of
Pediatrics, 2001).
• American children view
2,000 beer and wine
commercials per year
(American Academy of
Pediatrics, 1995).
Works Cited










http://www.megaessays.com/viewpaper/76394.html
http://blogs.villagevoice.com/runninscared/bud.jpg
http://www.buyvintageads.com/#
http://en.wikipedia.org/wiki/Alcohol_advertising
http://www.zwani.com/graphics/alcohol/images/alcohol73.jpg
http://www.taverntrove.com/beerpics/Pabst-Blue-Ribbon-Beer-Paper-AdsPabst-Brewing-Company_16789-1.jpg
http://www.springerlink.com/content/m431187548423165/
http://www.guardian.co.uk/media/2009/sep/08/ad-ban-devastate-mediaindustries
http://articles.moneycentral.msn.com/Investing/Forbes/The5MostExpensive
Addictions.aspx
http://www.chacha.com/question/how-much-money-is-spent-on-alcoholeach-year-in-the-united-states