Alcohol Advertising Our Goals Increase awareness and become more informed about advertising influences Understand how advertisers present a distorted.

Alcohol Alcohol AdvertisingAdvertising

Our GoalsOur Goals Increase awareness and become

more informed about advertising influences

Understand how advertisers present a distorted reality to viewers

What is Advertising?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 AdsMagazine Ads Ads are placed to

target the readers’ interests

Sports Illustrated, Cosmo, Seventeen, Maxim, People

CommercialsCommercials Short ads

shown throughout TV programs

Timing is targeted to specific viewers during specific programs

Commercial Commercial ComponentsComponents

Familiarity

Humour (Positive Association)

Sexuality

Animals

Product PlacementProduct Placement

Products or logos used in movies and TV programs

Example – actors/ actresses drinking Pepsi or wearing Nike clothing

Sports EventsSports Events Corporations use

major sporting events to advertise their products

Example – Molson Indy, Coors Light car racing and advertising in arenas

Money FactsMoney 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 ExaminationCritical Examination

1. Describe what ISIS being shown in the advertisement, whether it is positive or negative.

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

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Examination ResultsExamination Results

Advertising MythsAdvertising MythsDo advertisers distort reality?

How do advertisements distort reality?

Who benefits from presenting these inaccurate pictures?

ConclusionConclusionDon’t be passive! Question what

you see

Be aware of the goals of advertisers

Make informed and responsible decisions about what you see and hear