Download Need for affiliation

Alcohol
By:
Hiba Fahim
Robert Cabral
Hang Nguyen
Kyla Kelley
Alcohol & Advertising
• The alcohol advertising industry is one of the largest in
America. With thousands of new legal drinkers every
year, companies are constantly competing with each
other for originality and consumer loyalty. Alcohol
companies offer a complex variety of advertisements
aimed at reaching various groups of men, women, and
college students. With such a variety of alcohol products
and wide range of consumers, advertisers are constantly
coming up with new cutting-edge marketing campaigns,
making alcohol advertising a multi-billion dollar business.
This presentation will provide:
• An overview of the industry
• Examples of various ads and explanations
of how they accomplish reaching their
targets
• A discussion of how the industry is
regulated
Goals of Alcohol Advertising:
• In 2006 the alcohol industry
spent $5.7 billion dollars on
advertising, steadily increasing
from a total of $5.37 billion on
advertising and promotion in 2003
• Scientific research has
demonstrated that effective
alcohol campaigns can increase
both a producer’s market share
and also brand loyalty.
• Advertising to various groups:
Men, Women, college students
and underage drinkers
Regulations
• Alcohol and tobacco advertising are one of the
most highly-regulated forms of marketing.
• The concern is where alcohol advertising is
placed. Currently the standard is that alcohol
advertisements can only be placed in media
where 70% of the audience is over the legal
drinking age.
• However, despite regulations advertisers find
many ways to bypass regulations and reach all
ages through billboards, radio advertisements,
and magazine advertisements
Deconstruction of Alcohol
Advertisements
What are the different groups that alcohol
companies market to and specific
examples:
•
•
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Description: When many think of
drinking beer, they fear the “beer
belly” outcome. To counter the result
of excessive beer drinking Michelob
introduces this beer that have fewer
carbs and calories. This is an ad for
Michelob Ultra beer. The ad features
a muscular good-looking man doing
sit-ups. With the phrase “Lose the
carbs. Not the taste” we can predict
that this beer will be more appealing
to men who wants to stay in shape
and stay active.
Subtext: With less carbs, you can
drink with this beer and not get a beer
belly.
Need for affiliation: Many men can
relate to the man in the ad. They want
to stay in shape and work out as often
as they can, but at the same time they
also want to have fun and drink beer
with their buddies. With this beer, they
can drink and watch their carbs.
Need to achieve: Those who drink
beer excessively will want to switch to
this beer to achieve a better looking
body like the one in the ad.
•
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•
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Description: The commercial begins
with a close up of a bartender’s hand
smashing some spearmint in a glass
with loud music in the background. The
scene extended out to be a club with
many young men and women dancing
to the music they called the “mojito”.
Everyone is having a great time
dancing to the beat until the bartender
stop smashing the spearmint, but after
couple seconds, he continued again.
The commercial ends with the phrase
“Tonight, do the mojito, with the
refreshing cool taste of Bacardi Mojito”
Subtext: Dance the mojito, drink the
mojito.
Need for sex: The commercial
contains many young men and women
dancing very close to one another. The
sexy clothes and dance movements
infiltrate sex.
Need for affiliation: Affiliate with the
dancers, if you drink the Bacardi mojito,
you’ll do the mojito, and dance with
many beautiful people.
•
Cuervo ad:
•
1. This ad drives at our need for
affiliation.
2. "According to Henry Murray, the
need for affiliation consists of 24
desires" which includes "to please and
win affection from another“.
3. The slogan "Pursue Your
Daydreams" suggests that drinking
cuervo will satisfy the need to love
and be loved.
1. This ad targets our need to
escape.
2. It uses humor to suggest that "at
least we can count on our liquor“.
3. This ad also offers a quick
fix/escape to a sometimes difficult
part of life.
Southern Comfort ad:
•
Alize- Red Passion:
Seagram's:
1. The need for attention.
2. To be "deliciously alluring" to
men, women should drink this.
3. The red/pink suggests
passion/love.
1. Need for sex.
2. "Welcome into the fold" is a
unambiguous message for sex.
3. The picture shows a bottle
moving towards a "fold" of
glasses.
Problems with Alcohol
Consumption:
• In the United States, more underage youths drink
alcohol then smoke tobacco or use illicit drugs.
• The alcohol industry spent more than $52 million to
advertise its products during televised college sports in a
recent year.
• College Presidents agree that drinking is a major
student health problem.
• Alcohol advertisers can reach mass amounts of college
students by advertising at sporting events, and TV
stations generally known for having young adult viewers
such as MTV and VH1.
• Coupled with that, many under-age drinkers also watch
these channels. Advertisers can therefore bypass
regulations and have full access to marketing to
underage drinkers.
Social consequences of alcohol
consumption:
Excessive alcohol consumption leads to
many adverse health and social
consequences and results in
approximately 4,500 deaths among
underage youth each year.
Alcohol Related Facts:
• Alcohol use is associated with many public health
problems including: traffic crashes, homicides, suicides,
rapes and other assaults, drownings, and teenage
pregnancies.
A survey of over 6000 teenagers revealed the following:
• Teenagers usually get their alcohol from persons 21 or
older. The second most common source for high school
students is someone else under age 21, and the second
most common source for 18- to 20-year-olds is buying it
from a store, bar or restaurant (despite the fact that such
sales are against the law).
• In the 12th grade, boys were more likely than girls to
buy alcohol from a store, bar or restaurant.
• The higher a teenager's weekly income, the more likely
he/she will buy alcohol from a store, bar or restaurant.
…and more
• A 2000 study of children ages 9-11 found that children
were more familiar with Budweiser’s television frogs then
Kellogg’s Tony the Tiger , the Mighty Morphin Power
Rangers, or Smokey the Bear • It is easy to get alcohol
at a party and from siblings or others 21 or older.
Focus groups with teenagers revealed:
• At large high school parties, beer is often available from
kegs at low or no-cost (2).
• Convenience stores are the easiest places to buy
alcohol (2).
• Male store clerks and those who are younger are more
likely to sell alcohol to teenagers (2).
• It seems less risky to ask an older adult to purchase
alcohol than to attempt to buy alcohol directly (3).
• Most believed they would not face serious legal
consequences for drinking (3).
Conclusion
The alcohol advertising industry holds an extremely
powerful influence over American society. This
presentation has demonstrated how alcohol advertisers
permeate every level of our culture. From adult men and
women of various ages, to students, underage drinkers,
and even children, everyone is familiar with various
types of alcohol and the campaigns that are associated
with them. Despite attempts to regulate advertising, the
companies dominate over regulations and truly advertise
at all levels. It seems the most powerful tool we
Americans can use to control alcohol advertising is to
simply gain awareness of the intentions of the
advertisers, and not buy into everything they sell to us.
Sources
• 1. Alcohol Advertising Restrictions. University of Minnesota: Alcohol
Epidemiology Program
http://www.epi.umn.edu/alcohol/policy/adrstrct.html
• 2. MSNBC: Alcohol Ads to college students
http://www.msnbc.msn.com/id/17525299/
• 3. Study done by Geargetown University, Alcohol Advertising and
Youth
http://camy.org/factsheets/index.php?FactsheetID=1
• 4. “Children, Adolescents, and Advertising” prepared by the
AAP’s Committee on Communications, published in the December
2006 issue of the journal Pediatrics.
• 5. Wikipedia, Alcohol Advertising
http://en.wikipedia.org/wiki/Alcohol_advertising
• 6. Youth Exposure to Alcohol ads on Radio CDC.gov
http://www.cdc.gov/MMWR/preview/mmwrhtml/mm5534a3.html