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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! - PowerPoint PPT Presentation
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Washington State Department of Social & Health Services
OneDepartment
VisionMission
Core set of Values
ADVERTISING AWARENESS How the alcohol & tobacco industry targets
YOUTH with their advertising and marketing strategies.
Updated March 1, 2013
Washington State Department of Social & Health Services
OneDepartment
VisionMission
Core set of Values
1. Introducing the Media:
Who is their Audience???
Washington State Department of Social & Health Services
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Get the door! It’s ________________
Domino’s!
Taste the Rainbow. _______________
Skittles
What’s in your wallet? _____________
Capital One Credit Card
Washington State Department of Social & Health Services
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Pepsi
Washington State Department of Social & Health Services
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Nike
Washington State Department of Social & Health Services
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MY BALOGNE HAS A FIRST NAME…..
OSCAR MAYER
Washington State Department of Social & Health Services
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PlayStation
Washington State Department of Social & Health Services
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General Mills
Washington State Department of Social & Health Services
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Eat Fresh!
Washington State Department of Social & Health Services
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Android.The software operating system used
on many smart phones and tablets
Washington State Department of Social & Health Services
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Don’t let hunger happen to you…
Snickers Candy Bar
Washington State Department of Social & Health Services
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Camel Cigarettes
Washington State Department of Social & Health Services
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Corona Beer
Washington State Department of Social & Health Services
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Newport
Washington State Department of Social & Health Services
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Budweiser
Washington State Department of Social & Health Services
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MIKES
Washington State Department of Social & Health Services
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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.
Washington State Department of Social & Health Services
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“Optional Interactive Instruction”GAME… American Alphabet
• Most brands can be identified by the first letter of their name…
• How many do you know?!?
Washington State Department of Social & Health Services
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VisionMission
Core set of Values
Washington State Department of Social & Health Services
OneDepartment
VisionMission
Core set of Values
Who is the target of Ads?
YOUTH
Washington State Department of Social & Health Services
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Why?
YOUTH= $$$
Washington State Department of Social & Health Services
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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
Washington State Department of Social & Health Services
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Count the Ads Activity
“Optional Interactive Instruction”
Washington State Department of Social & Health Services
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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!
Washington State Department of Social & Health Services
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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)
• “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)
Washington State Department of Social & Health Services
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Did someone say six-year-old?
Washington State Department of Social & Health Services
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This “Vitamin R” needs to stay well out of reach of children!!!
Washington State Department of Social & Health Services
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“And they Say they Don’t Target Youth!!!”
Washington State Department of Social & Health Services
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2. How the Alcohol & Tobacco Industry Specifically Targets Youth…
to do what they want you to do!!!
Washington State Department of Social & Health Services
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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.
Washington State Department of Social & Health Services
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• 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.
“EXPOSED!!!”
Washington State Department of Social & Health Services
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Advertisement placement exposed to youth…
Washington State Department of Social & Health Services
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Alcohol & tobacco purposely placed on store shelves next to other products that are popular with
youth…
Washington State Department of Social & Health Services
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Placement at Sporting Events that are Enticing to Youth…
Washington State Department of Social & Health Services
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Popular Celebrity Endorsements Entice Youth…
Washington State Department of Social & Health Services
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Alcohol & Tobacco are often pitched as an important ingredient for parties or as a sign of status, power or rebellion.
Washington State Department of Social & Health Services
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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.
Washington State Department of Social & Health Services
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Washington State Department of Social & Health Services
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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.”
Washington State Department of Social & Health Services
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Washington State Department of Social & Health Services
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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.
Washington State Department of Social & Health Services
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Washington State Department of Social & Health Services
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Alcohol Products… Marketed Intentionally to
Youth!!!
Washington State Department of Social & Health Services
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Tobacco Products… Marketed Intentionally to
Youth!!!
Washington State Department of Social & Health Services
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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
Washington State Department of Social & Health Services
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• 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
Media Tools & Examples continued…
Washington State Department of Social & Health Services
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“Optional Interactive Instruction”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!!!
When done: Present to the rest of the audience &
have them guess which tools you used!!!
Washington State Department of Social & Health Services
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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?
Washington State Department of Social & Health Services
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Washington State Department of Social & Health Services
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Washington State Department of Social & Health Services
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Washington State Department of Social & Health Services
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Counter Ads• What should the
messages really be saying?
• Tell us the truth about what these ads should say about how alcohol impacts a young person’s life!!!
Washington State Department of Social & Health Services
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Washington State Department of Social & Health Services
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Washington State Department of Social & Health Services
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The Lonely Drunk
Washington State Department of Social & Health Services
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Washington State Department of Social & Health Services
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Washington State Department of Social & Health Services
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Washington State Department of Social & Health Services
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“Optional Interactive Instruction”
Counter Ad Activity
• Break up into groups of 4-6 members.
• Review tobacco and/or alcohol ads.
• What are the ads saying?• Draw a counter ad showing/telling
what the ad should really be saying.
• Present your ad to all.
Washington State Department of Social & Health Services
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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 have alcohol problems than those who wait until the age of 21.
• Tobacco Companies have to recruit 5000 new smokers per day to replace the ones who have died or quit.
• 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… And chewing tobacco is age 10.
• “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
Washington State Department of Social & Health Services
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Washington State Department of Social & Health Services
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“And they Say they Don’t Target Youth!!!”
Washington State Department of Social & Health Services
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3. What We Can Do to “Draw the Line Between Youth & Alcohol”
Washington State Department of Social & Health Services
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Talk to Family & Friends…Good Reasons Not to Drink or Smoke:
• Your parents do not approve.
• Underage drinking is illegal.
• Drinking can be dangerous.
• Smoking is the #1 cause of preventable death in our Nation!
• You want to maintain your self respect and positive reputation.
• You may have a family history of alcoholism or addiction.
• Because you want to make healthy life-long decisions.
Can you think of any others???
Washington State Department of Social & Health Services
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Get involved… Join a Youth Group, Prevention Club or
Community Coalition:
Washington State Department of Social & Health Services
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Talk with your Legislator & Be an Advocate for Change in your Community…
Washington State Department of Social & Health Services
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Adults, NEVER Provide Alcohol to a Minor!!!
Parents can protect their kids from drinking by:
– Not accepting alcohol as a rite of passage to adulthood– Setting clear rules about not drinking– Helping their children deal with peer pressure– Being a good role model by showing that you don’t need a drink to
relax or celebrate– Talking with them early and often about the ways alcohol can harm
them, and being a good listener– Staying involved in their lives– Knowing who their friends are, and where they are going
The good news is that parents are the #1 influence on their kids.
Source: Monitoring the Future Survey
Washington State Department of Social & Health Services
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Talk to retailers about their Alcohol Advertising…
Washington State Department of Social & Health Services
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Resources
• Start Talking Nowwww.starttalkingnow.org
• The Athena Forumwww.theathenaforum.org
Washington State Department of Social & Health Services
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Resources (cont.)
• Center on Alcohol Marketing and Youth www.camy.org
• Alcohol Justice www.alcoholjustice.org
• CounterTobaccowww.countertobacco.org
Washington State Department of Social & Health Services
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Questions?
For general questions about Let’s Draw the Line 2013, including reporting requirements, e-mail LDTL2013@dshs.wa.gov or call Ray Horodowicz at (360) 725-1528
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