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ADVERTISING AWARENESS How the alcohol & tobacco industry targets YOUTH with their advertising and marketing strategies. Updated March 1, 2013. 1. Introducing the Media:. Who is their Audience???. Get the door! It’s ________________ Domino’s!
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ADVERTISING AWARENESSHow the alcohol & tobacco industry targets YOUTH with their advertising and marketing strategies. Updated March 1, 2013
1. Introducing the Media: Who is their Audience???
Get the door! It’s ________________ Domino’s! Taste the Rainbow. _______________ Skittles What’s in your wallet? _____________ Capital One Credit Card
MY BALOGNE HAS A FIRST NAME….. OSCAR MAYER
Android.The software operating system used on many smart phones and tablets
Don’t let hunger happen to you… Snickers Candy Bar
Just an image of two cowboys… but most will say Marlboro because they have used the image of cowboys for years to advertise their products.
GAME… American Alphabet • Most brands can be identified by the first letter of their name… • How many do you know?!? “Optional Interactive Instruction”
Why? YOUTH=$$$
Teens & Advertising • There are 33 million teenagers in the U.S.- The largest generation ever. • Teens are exposed to an estimated 3,000 advertisements per day- 10 million by the time they are 18! • Each year U.S. teens spend an estimated $100 billion and influenced others to spend an additional $50 billion. 2011 WGBH Educational Foundation
Count the Ads Activity “Optional Interactive Instruction”
Alcohol & Tobacco companies are NO different in their Advertising Strategies… No matter what they say in public, the truth is… YOUTH are their market!
They said what??? • “Cigarettes are no more addictive than gummy bears.” (Bennett LeBow, Tobacco CEO) • “If you are really & truly not going to sell to children, you are going to be out of business in 30 years.” (Same) • "It's one of the few drinks where you don't necessarily know you're drinking alcohol and that's a conscious effort to make those drinks more appealing to young people.” (Marketing Director- Absolute Vodka) • “Todays teenager is tomorrows potential regular customer.” (Phillip Morris) • “It’s the parents responsibility to ensure that their kids aren’t drinking, not ours.” (Anheuser-Busch) • “We don’t smoke the SH*T we just sell it! We reserve the right to smoke for the young, poor, the black & the stupid.” (RJ Reynolds)
This “Vitamin R” needs to stay well out of reach of children!!!
2. How the Alcohol & Tobacco Industry Specifically Targets Youth… to do what they want you to do!!!
Products Purposely Placed on Television Geared toward Youth… • There is a high level of alcohol product placement in PG and PG-13 movies and TV shows popular with teens. • Youth exposure to alcohol advertising on U.S. television increased 71 percent between 2001 and 2009.
“EXPOSED!!!” • From May 2002 to May of 2006, 82% of all top grossing PG13 films contained the use of tobacco and/or alcohol. • Two-thirds of all major children’s animated films include the use of tobacco and alcohol.
Alcohol & tobacco purposely placed on store shelves next to other products that are popular with youth…
Alcohol & Tobacco are often pitched as an important ingredient for parties or as a sign of status, power or rebellion.
How do these companies target specific populations?? WOMEN: • Women look sexy and are more attractive to men when they smoke or drink. • They make women believe it’s a symbol of independence and freedom. • Women will be more out-going & free spirited in social settings. • Women who smoke are slimmer, women who drink feel more powerful.
MEN: • Alcohol makes men feel powerful. • Men attract women when they drink. • Professional athletes use alcohol & tobacco and they are successful. • Drinking while hanging with the guys is the thing to do. • Drinking and smoking makes you look “cool.”
YOUTH: • Alcohol & tobacco advertising targeting youth promotes risk taking behavior. • Framing the message in terms of an adult choice immediately incite rebellion in youth. • Promotional products are developed with youth in mind.
Media Tools & Examples… • Symbols: can be pictures or music that make us have strong feelings. • Humor: it is easy to sell something when people are happy and laughing because of the product. • Band Wagon: makes you believe that everyone is using the product so if you want to fit in you need to buy it too. • Plain Folks: makes you think people just like you will use their product no matter what the cost. Lackey's Class Links Tools for Teaching & Learning
Media Tools & Examples continued… • Bargain: makes you think you are getting something for nothing. Example: 2 for 1 • Testimonial: uses famous people or role models to say how much they like the product. • Scientific Evidence: uses doctors, science, charts to make the product seem better or more official then it is. • Repetition: repeating a song, slogan, or commercial enough times that you remember it without realizing it. Example: Nike “Just Do It.” • Simple Solution: makes the product seem to fix any problem. Lackey's Class Links Tools for Teaching & Learning
Activity Gather in your groups and choose one or two “media tools” to demonstrate to the group. This can be done in a variety of ways… • Written dialog • Skit or Role Play • Drawing • Be Creative!!! “Optional Interactive Instruction” When done: Present to the rest of the audience & have them guess which tools you used!!!
Examine Advertisements • What messages are the alcohol companies sending with these ads? • What do the models look like? • What colors and/or images are being used? • Who is the target of these messages?
