Advertisements influence teens Advertisements influence teens to choose alcoholic beverages.to choose alcoholic beverages.

Terri Garrett

Argosy University

Introduction• When you choose your drink, you do not think about the

advertisement or research that goes into your personal preferences.

• The type and placement of advertisements influence teens to choose alcoholic beverages.

Type• With the placement of advertisement, it influences and creates

brand recognition • When it comes to brand awareness, male adolescents are more

aware when compared to females due to placement in the shows and events males are involved in.

• At male events there are more advertisements for beer and attractive woman drinking or holding beer to catch there attention.

Brand awareness

• When it comes to advertising, boys are aware of beer brands more than girls are (Collins, Schell, & et al, 2003).

Band awareness

• The advertising companies have used marketing logos, branding and TV communications to target the males.

• Due to band awareness advertisement companies have influenced young males to drink beer.

Preferences• When male teens, drink they prefer beer beverages as their drink of

choice, whereas females prefer mix drinks as their beverage of choice.

• Beer is the favored beverage among male drinkers and younger drinkers while wine is the top choice among female drinkers (Jones, 2007).

• Advertisement companies will target the mix drink toward females more so then males because of the research showing female prefer the taste of mix drinks more then beer.

• Having different types of alcoholic beverages makes the drinks more desirable to adolescents, as they normally do not like the taste of alcohol and they have to get used to the taste.

Advertisement Influences• Advertising companies know to use psychological and behavioral

concepts to create their advertisements.

• The companies use these concepts influencing and targeting the right audiences with their product. There is a key social and peer pressure factor when designing and placing advertisements that are forced on male adolescents.

• The reason why boys are more influenced compared to girls is where beer advertisement are placed: magazines, posters, sporting events, concerts, large signs, gaming and televisions (Collins, Schell, & et al, 2003).

Advertisement Influences

Advertisement Influences

• Most commercials appear in sports programs, suggesting that the adolescent sport fans is particularly vulnerable to beer advertiser (Collins, Schell, Ellickson & McCaffrey, 2002).

• The viewers are exposed to alcohol advertising though stadium signs, large banner signs, TV communications during half time, beer mugs or hats once the product is sold at the event and brief product sponsorship during the event making the alcohol seem not dangerous but fun and part of the event.

Advertisement Influences

Advertisement Influences

Advertisement Males vs. Females• Girls were favorable to the images more than the quality of

the advertisements compared to male adolescence.• Males are more targeted for beer and other alcoholic

advertisements then females are.• Research shows that 73% of the public agreed that

alcohol advertising is a major contributor to underage drinking (Grube, & Wallack, 1994).

• Advertisements companies focus on the fun factor of alcohol and it is socially escapable taking no responsibility for health risks or party risk that come with there

advertisements.

Favorable Image

Advertisements are persuasive• The outcome of the study showed that the male

participants prefer beer to other alcoholic beverages and they had a higher exposure to beer where as female participants’ preferred mix drinks to beer because of taste.

• Alcohol advertisements are more persuasive compared to the tobacco advertisements.

• My hypothesis, the type and placement of advertisements influences teens to choose alcoholic beverages.

Advertisements are persuasive

What needs to be done

• With more research, one can prove which type of advertisement is most effective among teens and which beer brand is most popular among teens.

• More research needs to be done on the effects of advertisement towards females.

• Having this information could show a trend in teen behavior among the choice to drink and advertisement.

• It will also show the long-term effect of alcohol and advertisement on teens when they are adults.

Thank you