Influences of advertising on alcohol use hoDocument Transcript
Influences of Advertising on Alcohol UseAdvertising Strategies and ExamplesAn effective advertisement appeals to a variety of needs and desires. In fact, advertisements often try tocreate a need the consumers didnt know they had. For example, a person is thirsty and therefore needsa soda-why not water?The following techniques or strategies are often used singly or in combination for various products,including alcohol and other drugs.Brand Loyalty: an ad that portrays a group of people who are loyal users of a product and would notconsider switching to another brand.Bandwagon: gives the impression that everyone is using this product or doing this activity.Advertisements that depict several people having fun drinking demonstrate this approach. In order notto feel left out, people buy the product.False Image: images of impossible or near-impossible feats of strength, speed, power oraccomplishment are associated with the use of this product.Great Outdoors: images and sounds of nature-a lake or stream, waterfall, beach, mountain views, etc.,are associated with using the product. Buyers may think they will experience these scenic vistas bypurchasing the product.Humor: an ad that is funny and makes people laugh. People might assume that laughter, good timesand the product all go together.Modeling: physically attractive and socially sophisticated models (male or female) are shown using theproduct. Some consumers may think they will become like the models or meet people like them whenthey use the product. Automobile ads often employ this technique.Nothing But the Positive: ads that provide a one-sided story about their product, using words such aswonderful, new and improved, the best, while ignoring any negative aspects of the product.Science: some potential customers are swayed by impressive statistics. The studies that supposedlyproduced the statistics, however, are not identified. It is therefore not possible to find out the facts foryourself.
Status: has two approaches-the down-home version and the snob version. The down-home versionfeatures an ordinary person using the product. The consumer may identify with that person and beinfluenced to buy the product. The opposite of the down-home approach, the snob version uses scenesof exclusive country clubs, expensive cars and butlers with affected British accents.Testimonial: celebrities state that a particular product is their personal choice. Many celebrities,however, do not actually use the products they endorse.We Care about You: ads developed by companies that claim to be interested in solving socialproblems while promoting their products. In the case of alcohol, a company might talk about hosting aresponsible party, taking away someones car keys or calling a cab for a person who has drunk toomuch.