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    Alcohol Advertising and Kids

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    Mouhamed Diop
    - Young people in Canada are exposed to over 100,000 alcohol advertisements by age 18 through various media channels. In 2002, the Canadian alcohol industry spent over $160 million on advertising. - Exposure to frequent alcohol advertising, especially at a young age, can positively influence youths' expectations about drinking and increase the likelihood they will begin drinking at an earlier age. Studies show youth have more recall of alcohol brand slogans compared to other products. - Educational responses need to consider the multiple influences on youth drinking, including advertising, and help youth understand marketing strategies and critically analyze media messages about alcohol from a young age. Parental guidance is important to have discussions about alcohol advertising and its aims.

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    Attribution Non-Commercial (BY-NC)
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    Alcohol Advertising and Kids

    Uploaded by

    Mouhamed Diop
    66 views4 pages
    - Young people in Canada are exposed to over 100,000 alcohol advertisements by age 18 through various media channels. In 2002, the Canadian alcohol industry spent over $160 million on advertising. - Exposure to frequent alcohol advertising, especially at a young age, can positively influence youths' expectations about drinking and increase the likelihood they will begin drinking at an earlier age. Studies show youth have more recall of alcohol brand slogans compared to other products. - Educational responses need to consider the multiple influences on youth drinking, including advertising, and help youth understand marketing strategies and critically analyze media messages about alcohol from a young age. Parental guidance is important to have discussions about alcohol advertising and its aims.

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    - Young people in Canada are exposed to over 100,000 alcohol advertisements by age 18 through various media channels. In 2002, the Canadian alcohol industry spent over $160 million on advertising. - Exposure to frequent alcohol advertising, especially at a young age, can positively influence youths' expectations about drinking and increase the likelihood they will begin drinking at an earlier age. Studies show youth have more recall of alcohol brand slogans compared to other products. - Educational responses need to consider the multiple influences on youth drinking, including advertising, and help youth understand marketing strategies and critically analyze media messages about alcohol from a young age. Parental guidance is important to have discussions about alcohol advertising and its aims.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    66 views4 pages

    Alcohol Advertising and Kids

    Uploaded by

    Mouhamed Diop
    - Young people in Canada are exposed to over 100,000 alcohol advertisements by age 18 through various media channels. In 2002, the Canadian alcohol industry spent over $160 million on advertising. - Exposure to frequent alcohol advertising, especially at a young age, can positively influence youths' expectations about drinking and increase the likelihood they will begin drinking at an earlier age. Studies show youth have more recall of alcohol brand slogans compared to other products. - Educational responses need to consider the multiple influences on youth drinking, including advertising, and help youth understand marketing strategies and critically analyze media messages about alcohol from a young age. Parental guidance is important to have discussions about alcohol advertising and its aims.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    Every year kids and teens see close to 20,000 commercials. Of these, approximately
    2,000 are for alcoholic beverages. 1 Add to these other forms of advertising (magazine
    ads, billboards, Web sites and brand-related clothing and products), signage at sporting
    events, sponsorship of professional and college teams and sports TV and radio programs,
    and most young people will have seen approximately 100,000 alcohol ads by the time
    they turn 18.

    In 2002, the U.S. alcohol industry spent


    Î   
        
    nearly $2 billion to convince consumers to
      
     
    purchase specific brands of beer, wine and      
    spirits.2Although Canada represents a much        
    smaller market, ACNielsen estimates that in         
    2002 Canadian brewers and distillers spent       
    more than $160 million to advertise their 
    beverages. (This number does not include 4   
        
    advertising expenditures by provincial liquor °   
         
    boards ± which are also significant.)

    Should we be concerned? It's well established that alcohol use plays a substantial role in
    the three leading causes of death among teens and young adults: accidental injuries,
    suicides and murders.3 In addition, many young people begin drinking at a young age (in
    Ontario nearly 40 per cent of Grade 7 students drink alcohol). 4 Add to this the engaging,
    interactive and unregulated milieu of the Internet, and marketers have a potent mix of
    platforms from which to target youth.

    Child development experts have voiced concerns about the possible


    links between children's exposure to alcohol advertising and the
    development of attitudes about alcohol and drinking habits. The
    countless alcohol-related media young people are exposed to
    reinforce the idea that alcohol consumption is an everyday activity ±
    nothing more than harmless, rebellious fun.

    Constant exposure to alcohol products ± especially at an early


    age ±increases positive expectations about drinking. 5 For
    example, a study of Anheuser-Busch's 1995 frog campaign found
    81 per cent of children ages 9-11 recognized the Budweiser
    frogs, and more recalled the Budweiser slogan than slogans of
    other products advertised during the same viewing period. 6 (This
    campaign was also immensely popular with 18-29-year-olds.)

    Many alcohol ads play on the theme that drinking is the primary ritual into adulthood in
    our society. Others turn soft drinks into alcoholic drinks. In 2001 the alcohol industry
    introduced 130 new spirits, 46 new beers and 103 new wines. Many of these were sweet
    products clearly designed to appeal to new drinkers, that is, young people. These
    included chocolate and raspberry beer, gelatin shots, hard cider, hard lemonade, liquor
    popsicles, and drinks with alcohol premixed with milk, cola, jello and ice cream.

    Although most children don 't start drinking until the pre-teen or teen years, belief in
    media messages that drinking is a positive or desirable activity is already developing by
    age six. Children who receive little or no information about alcohol from other sources
    are most likely to believe the messages in alcohol ads.7

    Three factors affect the influence of alcohol advertising on pre-adolescents:

    a) the context in which the advertisements are viewed,


    b) the support of significant others, and
    c) the extent to which alcohol is glamorized.8

    The extent of media exposure can also play a role. It's


    believed that children who watch more television ± especially
    during weekends and prime time ± are more receptive to the
    messaging in alcohol ads than children who are less frequent
    viewers. This is especially true for advertisements that
    appear during favourite shows and sports
    programming.9 Alcohol also appears in two thirds of the
    most popular programming for teens ± sports, sitcoms,
    music videos, horror movies and dramas ± and is most often
    depicted in a positive light. 10

    The pervasiveness of alcohol advertising extends beyond


    television and movies. Alcohol companies routinely place ads in magazines with large
    youth readerships, such as A   
           
      and   .11 In the U.S., 73 per cent of radio alcohol advertising is placed
    within music venues that attract youth audiences ± rhythmic, pop, urban and
    alternative12 ± and over half of rap music makes reference to alcohol. Cross-marketing,
    through clothing, brand-related products and special promotions, ensures that alcohol
    brands and slogans are firmly entrenched in the popular culture.

    c 
        

    Advertising is just one part of a continuum of


    factors that contribute to a young person's       
     
    inclination to drink. Other contributing factors          
    are heredity, personality and behavioural    
    traits, peer and family influences, environment  

      

    
    and societal attitudes.      
       
     
    An educational response to this issue must      
    consider each of these potential influences in      
    order to help students better understand and  
      
      
     
    contextualize the multiple ± and often 
    
    
    
    conflicting ± messages they receive about 
    drinking. Equally important is parental ° A     
    involvement at home in encouraging discussion    
    about alcohol messages in media. Studying      
    these messages gives young people the  
    opportunity to consider all the factors that
    contribute to underage drinking habits, and to
    compare and contrast their own attitudes and perceptions of young people with those
    projected by marketers.

       Current research suggests Grades 3 and 4


    are critical years in the formation of expectancies about
    alcohol, 13 so this is a good time for parents and
    teachers to start helping children think critically about
    what they see and to introduce them to the marketing strategies advertisers use to
    create positive associations with alcoholic beverages.

    Ë
       This age group represents a critical period for
    decision-making about alcohol consumption. Today in Ontario, 66
    per cent of students in Grades 7-12 drink, with 25 per cent drinking
    at least twice a month and 12 per cent drinking at least once a
    week.14 Although young teens may lack the life experience to judge
    mass media messages, with guidance they can develop the critical
    skills they need to understand: explicit and implicit messaging in
    ads. the perspective and intentions of programmers and characters.
    and the impact of production techniques. 15

        Studies have shown that once teens start to drink, alcohol ads on TV do
    not affect their drinking habits. 16 However, it has been found that wine and alcohol
    consumption by 18-year-old girls is directly related to television viewing between the
    ages of 13 and 15, 17 and that young men who are good at remembering beer ads at 15
    years of age, tend to be heavy drinkers when they are
    18.18

    Because of this, older teens need to question the broader,


    societal ramifications of the alcohol industry and alcohol
    advertising: their rights and roles as consumers, the true
    cost of alcohol consumption, and the tension between
    current regulations relating to the marketing of alcohol to
    minors and advertising strategies that fly in the face of
    these laws. They need to be given the opportunity to
    measure the effectiveness of anti-drinking campaigns and
    assume a proactive stance by creating their own
    strategies for providing realistic messages about drinking to peers and younger children.

    1 V.C. Strasburger and E. Donnerstein, "Children, Adolescents, and the Media: Issues and Solutions."  ,
    103:(1):129-139, 1999. As quoted in "Stop Liquor Ads on TV: Talking Points." Center for Science in the Public
    Interest,http://www.cspinet.org/booze/liquorads/liquor_talkingpoints.htm .

    2 "Summary: Youth Exposure to Alcohol Advertising" 2003. Center on Alcohol Marketing and
    Youth, http://camy.org/factsheets/print.php?FactsheetID=18.

    3 Ibid.

    4 Diane McKenzie, "Under the Influence? The Impact of Alcohol Advertising on Youth," 2000. Association to Reduce
    Alcohol Promotion in Ontario,http://www.apolnet.ca/resources/pubs/respapers/araporesearchpaper.html .

    5 E. Moreau, E.W. Austin and C. Knaus, "Effects of Advertising and Sponsorships in Sports and Children's Expectations
    about Alcohol," 2000. Edward R. Murrow School of Communication, Washington State University.

    6 D. McKenzie, 2000.

    7 E. Moreau et al., 2000.

    8 Ibid.

    9 D. McKenzie, 2000.

    10 Ibid.
    11 Executive Summary of "OverExposed: Youth a Target of Alcohol Advertising in Magazines," 2002. Center on Alcohol
    Marketing and Youth, http://camy.org/research/mag0902/.

    12 Executive Summary of "Radio Daze: Alcohol Ads Tune in Underage Youth," 2003. Center on Alcohol Marketing and
    Youth, http://camy.org/research/radio0303/.

    13 E.W. Austin and K.K. Johnson, "Effects of General and Alcohol Sp ecific Media Literacy Training on Children's
    Decision Making about Alcohol." ]   ! "  , 2, 1997.

    14 E.M. Adlaf and A. Paglia, "Drug Use Among Ontario Students, 1977 -2003," 2003. Toronto: Centre for Addiction and
    Mental Health.

    15 E.W. Austin and K. K. Johnson, 1997.

    16 T.N. Robinson, H.L. Chen and J.D. Killen, "Television and Music Video Exposure and Risk of Adolescent Alcohol
    Use."   102: 5, 1998.

    17 G.M. Conolly, S. Casswell, J. Zhang and P.A. Silva, "Alcohol in the Mass Med ia and Drinking by Adolescents: A
    Longitudinal Study."   89: 1255-1263, 1994.

    18 D. McKenzie, 2000

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