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Subliminal Advertising. Advertising Alcohol. April Joan Krissy. Advertising Alcohol: Effects on Viewers. Advertising Alcohol . Does NOT Increase Consumption. Advertising Alcohol . Does NOT Increase Consumption. www.beerwsc.co.nz/html/advertising-consumption.html.

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Presentation Transcript
slide1

Subliminal Advertising

Advertising Alcohol

April

Joan

Krissy

slide3

Advertising Alcohol ...

Does NOT Increase Consumption

slide4

Advertising Alcohol ...

Does NOT Increase Consumption

advertising alcohol does not increase abuse
Advertising Alcohol Does NOT Increase Abuse

NIAAA

  • This is consistent with other reviews of the research including:
    • US Department of Health and Human Services
    • Washington University Social Science Institute
    • Ontario: Health and Welfare Canada
    • Federal Trade Commission
    • Indiana: Institute of Medicine
slide7

Advertising Alcohol ...

…has the objective to create brand loyalty and to encourage consumers to switch to their brand.

i.e. increase market share!

yeah right

Total beer market sales

$50,000,000,000

Brand X's 10% share of market

$5,000,000,000

Scenario I: Increase the Total Market

Total market grows by one percent to...

$55,000,000,000,000

Brand X's 10% share is now...

$5,050,000,000

Total beer market remains stable

$50,000,000,000

Scenario II: Increase in Market Share

Brand X's 10% market share increases one percent

$500,000,000

Brand X's 11% market share

$5,500,000,000

“Yeah, right.”
slide10

Advertising Alcohol ...

In 1996, a self-imposed ban on television and radio advertising was lifted recently by the Distilled Spirits Council of the United States, ending almost fifty years of black-out and precipitating a public debate about the effect of alcohol advertising.

Will this lead to greater alcoholism?

the purpose of alcohol ads
The Purpose of Alcohol Ads

Advertising Alcohol ...

  • Glamorize
  • Tantalize
  • Normalize
  • Familiarize
  • Demonize
  • Dramatize
  • Sex-ize
bacardi
Bacardi
  • Suggestive Phrases
  • Tantalizing Situations
  • Dramatic Positions
  • Glamorous Characters
smirnoff
Smirnoff
  • Demonize
  • Dramatize
killarney s
Killarney’s
  • Suggestive Phrase
  • Tantalizing Situations
  • Dramatic Positions
james boag s
James Boag’s
  • Tantalizing Situations
  • Dramatic Positions
  • Sexual Reminders
tequiza

“Feels good to say what you really think, huh? And just like you Tequiza’s unique blend of Blue Aguave Necter, Mexican Tequila and Lime flavor, is definitely for those who hold nothing back. Speak your mind. Drink you beer.”

Tequiza
  • Familiarity
  • Normality
two dogs

“ A six legged dog?

Or two dogs… ?”

Two Dogs
  • Sexual Reminder
patr n

Similarly dressed?

Similarly dressed?

Phallic Symbol?

Handkerchief or Leaf?

Patrón
  • Suggestive Phrase
  • Dramatic Position
  • Sexual Reminders
  • Glamorous Character
what the fcc has to say
What the FCC has to say …

… is not much.

http://www.lawpublish.com/fcc.html#SUBLIMINAL

slide21

Subliminal Advertising

Advertising Alcohol

April

Joan

Krissy

  • Okole maluna!