brands are everywhere
DESCRIPTION
ADVERTISING AWARENESS How the alcohol & tobacco industries target YOUTH with their advertising and marketing strategies. Brands are everywhere. kind. Free t-shirt. Great prices. Great prices. reliable. cool. quality. Online shopping. convienent. savings. What is a brand?. s mart. - PowerPoint PPT PresentationTRANSCRIPT
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ADVERTISING AWARENESS How the alcohol & tobacco industries target
YOUTH with their advertising and marketing strategies.
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Brands are everywhere.
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kindGreat prices
Online shoppingreliable
cool
convienent
Free t-shirt
quality
savings
What is a brand?
Great prices
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smart
athletic
kind
funny
loyal
creative
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What is Apple’s Brand?Disney?Nike?
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You know them so well, they’re easily recognizable!
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Think outside the bun. ____________
Taco Bell
Taste the rainbow. ________________
Skittles
Allstate
You’re in good hands. ______________
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Save money, live better.
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Eat Fresh!
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Geiko
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Progressive
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Mayhem(Allstate)
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Target
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How many ads do you see everyday?
5,000
Companies spent $496 billion last year on advertising.
But some of it is free…
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The Brand
Humor
celebs
emotion
problem Solver
repetition
Media Tools & Examples…
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PICK ME! PICK ME!
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Who are brands targeting with their ads?
YOUTH
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Why?
YOUTH= $$$
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Teens & Advertising• There are 33 million teenagers in the U.S.-
The largest generation ever.
• Each year U.S. teens spend an estimated $100 billion and influenced others to spend an additional $50 billion.
2011 WGBH Educational Foundation
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Alcohol & Tobacco companies are
NO different in their Advertising Strategies…
No matter what they say in public, the truth is…
YOUTH are their market!
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Examining 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?
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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)
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And They Say They Don’t Target Youth!!!
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The Truth & Nothing But the Truth!!!
• Teens who start drinking before the age of 15 are 5 times more likely to become alcoholics than those who wait until the age of 21.
•Alcohol is connected to the top three causes of teen death: accidents, homicide, and suicide.
•The average age for youth to use cigarettes in WA state is 12.
•“Every single day, 7,000 kids under age 16 take their first drink, and $6 billion of alcohol advertising and marketing each year isn't helping." -Jim O'Hara, the Center on Alcohol Marketing and Youth
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Product Placement
Movie-Going Largest Population?
Yup. It’s you.
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Top Grossing Films of 20131. Iron Man 32. Despicable Me 23. Hunger Games: Catching Fire4. Man of Steel5. Monsters University6. Gravity7. Fast & Furious 68. Oz The Great and Powerful9. Star Trek Into Darkness10. World War Z
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Even in the animated films…
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Alcohol & tobacco purposely placed on store shelves next to other products that
are popular with youth…
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Tobacco Products… Marketed Intentionally to Youth!!!
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Which of these contain alcohol?
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Budweiser
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MIKES
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Counter Ads• What should the
messages really be saying?
• Tell us the truth about how alcohol impacts a young person’s life!!!
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Reasons to Wait?
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Safety.• Each year 40,000 people die in car
accidents. But 900,000 people die of alcohol and substance abuse related deaths.– Depression and Suicide– Assault– Accidents
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Gateway Drug
• Alcohol users 6 times more likely to become drug dependent.
• Kids who drink before 18, 13X more likely to abuse prescription drugs, use cocaine and smoke cigarettes.
• Most “harmful” drug to others around user.
• It kills more teens than all other drugs combined.
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MIP• Up to $500 fine• Driver’s license revoked 1 year or 17th
birthday, whichever is longer (1st offense)• Community service and alcohol class• Can affect scholarships. Especially
athletic and ROTC.
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What Ads Show You…Reality.
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What’s Your Reason?
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Resources
• Start Talking Nowwww.starttalkingnow.org
• The Athena Forumwww.theathenaforum.org
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Resources
• Center on Alcohol Marketing and Youth www.camy.org
• Alcohol Justice www.alcoholjustice.org
• Counter Tobaccowww.countertobacco.org
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Questions?
For general questions about Let’s Draw the Line 2014, including reporting requirements, e-mail: [email protected] or call Ray Horodowicz at: (360) 725-1528