Media Literacy Pp 10 09


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This slideshow is aimed at a high school student audience in order to impart basic information about Media Literacy. This slideshow reviews the "4 P's" of marketing and encourages youth to question the ways in which the alcoholic beverage industry markets to youth and other demographics.

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Media Literacy Pp 10 09

  1. 1. Media Literacy: How The Alcohol Industry Targets Consumers Heather Markonich & Julia Charvat Ohio County Substance Abuse Prevention Coalition
  2. 2. What’s Your Favorite? <ul><li>Questions: </li></ul><ul><ul><li>What do you like about it? </li></ul></ul><ul><ul><li>When do you see/hear it advertised? </li></ul></ul><ul><ul><li>Where can you buy it? </li></ul></ul><ul><ul><li>How much does it cost? </li></ul></ul>
  3. 3. The Four P’s of Marketing
  4. 4. Marketing 101 <ul><li>PRODUCT : what is being marketed </li></ul><ul><li>PRICE : consumer demand changes depending on product cost. </li></ul><ul><li>PLACE : location of sale, service & consumption; where the product is available </li></ul><ul><li>PROMOTION : how the product is advertised & how this advertising creates an enabling environment. </li></ul>
  5. 5. Product <ul><li>Type (beer, wine, etc.) </li></ul><ul><li>Alcohol strength </li></ul><ul><li>Taste (bitter, sweet) </li></ul><ul><li>Container size & shape </li></ul><ul><li>Labeling (strength, ingredients) </li></ul>Which ones contain alcohol?
  6. 6. Price <ul><li>How much will the product cost? </li></ul><ul><li>Sales practices that use low prices to attract customers </li></ul><ul><li>Gifts, free samples </li></ul><ul><li>Lower-priced alcohol products aimed at youth </li></ul>
  7. 7. Place <ul><li>Number of places where alcohol is sold (“outlets”) </li></ul><ul><li>Types of outlets </li></ul><ul><li>How many outlets in a neighborhood </li></ul><ul><li>Alcohol at community events </li></ul><ul><li>Distribution Practices </li></ul><ul><ul><li>Number & types of places where drinking is accepted </li></ul></ul><ul><ul><li>How people sell & serve beverages </li></ul></ul><ul><ul><li>Times when alcohol may be served or sold </li></ul></ul>
  8. 8. Promotion <ul><li>TV, radio, magazines, newspapers, billboards; </li></ul><ul><li>Signs where alcohol is sold </li></ul><ul><li>Visible logos (clothing, key chains, etc.) </li></ul><ul><li>Sponsorship of events (concerts, festivals) </li></ul><ul><li>Placing products in movies (or TV?) </li></ul>
  9. 9. The Purpose of Ads: PROMOTION ! <ul><li>Goal : to make a product popular through advertising, to make money from increased product sales. </li></ul><ul><ul><li>Some $ for ads = More $ made through product sales </li></ul></ul><ul><li>It’s Business : selling you and the rest of the world an idea, brand, and/or belief – you may choose to buy (or not). </li></ul><ul><li>It’s NOT About Being Cool : at the end of the day, it’s about making $$$, and winning you over to make money. </li></ul>
  10. 10. How Many TV Commercials Do Young Adults See Per Year? <ul><li>Average of 20,000 commercials each year , of which nearly 2,000 are for beer & wine … </li></ul><ul><li>Annually, this amounts to 167 hours of general TV commercial watching, including 17 hours of beer and wine commercials… </li></ul><ul><li>10% of commercials are for beer and wine promotion ( 1 in 10 commercials) </li></ul>
  11. 11. How Much Does the Average Prime Time National Commercial Cost? <ul><li>QUESTION: If you were sitting down watching American Idol, how much do you think a 30 second commercial would cost a business to advertise during a break? </li></ul>
  12. 12. Cost of Commercial Spots $650,000 to $700,00 $400,000 $350,000 Cost of all 3: $1.4 million dollars 2005-2006 Prime Time TV Season 30 Sec Ad Rates:
  13. 13. Branding & Normalizing <ul><li>BRANDING: connecting an image or symbol with a product </li></ul><ul><ul><li>Using a symbol, song, and/or famous person that makes a product stand out – makes a product popular, and makes more $$$... </li></ul></ul><ul><li>NORMALIZES how often you buy and use a product… </li></ul><ul><ul><li>SPECIALTY: Buying a special (“name brand”) product instead of a generic version. </li></ul></ul><ul><ul><li>CONVENIENCE: Buying a 20 oz pop right out of the local mart and drinking it (vs. buying a cheaper case of canned pop or 2 liter of pop) </li></ul></ul><ul><ul><li>QUANTITY: buying a product for the whole family (vs. just one) </li></ul></ul>
  14. 14. NAME THIS BRAND?
  15. 15. NAME THIS BRAND?
  16. 16. NAME THIS BRAND?
  17. 17. NAME THIS BRAND?
  18. 18. NAME THIS BRAND?
  19. 19. What AREN’T They Telling You? The Starbucks Venti (20 oz.) Caffè Mocha is like a Quarter Pounder with Cheese in a cup - 450 calories and 13 grams of bad fat. There was a big stink about Joe Camel in the 1990’s as more kids recognized Camel's cartoon (advertising cigarettes) than could ID Mickey Mouse. Kellogg’s Frosted Flakes were once called “SUGAR FROSTED FLAKES” for a reason – this brand of cereal is extremely high in fructose corn syrup, and helps lead to diabetes and obesity. NIKE = Child Labor in India
  20. 20. Media Literacy <ul><li>Literacy (lĭt'ər-ə-sē) n. </li></ul><ul><ul><li>the condition or quality of being literate, especially the ability to read and write </li></ul></ul><ul><li>Media Literacy </li></ul><ul><ul><li>provides a way to access , analyze , evaluate and create messages in a variety of forms : </li></ul></ul><ul><ul><li>understand what the alcohol industry is trying to sell to you and those around you! </li></ul></ul>
  21. 21. Being Media Literate... <ul><li>Allows you to see the truth in media messages and avoid negative influences. </li></ul><ul><li>TRUTH IS POWER : choose your own path! </li></ul><ul><li>QUESTION: Can you name some celebrities who the media highlights as popular, although they have been in trouble with drugs or alcohol??? </li></ul>
  22. 24. Star Deaths: Rock Stars Likely to Die Sooner <ul><li>Gone Too Soon: </li></ul><ul><li>Jimi Hendrix, 27 , choked on his own vomit in 1970 after a night of drinking wine and taking pills. </li></ul><ul><li>Janis Joplin, 27 , overdosed on heroin while drunk in 1970. </li></ul><ul><li>Jim Morrison, 27 , heart failure from drugs/alcohol in 1970. </li></ul><ul><li>Elvis Presley, 42 , died in 1977 of heart failure brought on by long-term drug misuse. </li></ul><ul><li>Sid Vicious, 21 , overdosed on heroin in 1979. </li></ul><ul><li>Kurt Cobain, 27 , shot himself in 1994 following battles with depression and drug addiction. </li></ul><ul><li>Heath Ledger (The Joker), 28 , dies of accidental overdose in Dec. 2008. </li></ul><ul><ul><li>Such Stars are approximately twice as likely to die prematurely (due to drugs/alcohol) than general population </li></ul></ul><ul><ul><li>(News in Science, 2007) </li></ul></ul>
  23. 25. Media Messages <ul><li>WHAT are they selling you ? </li></ul><ul><ul><li>Is this product necessary? Could you spend this money on something else instead? </li></ul></ul><ul><li>WHEN are they saying you should use the product ? </li></ul><ul><ul><li>Are they encouraging you to use it too much? </li></ul></ul><ul><li>WHO are they targeting ? </li></ul><ul><ul><li>What groups do you see being targeted? </li></ul></ul>
  24. 26. Who are these ads targeting? Are there stereotypes here?
  25. 27. Who are these ad targeting? Are there stereotypes here?
  26. 28. Who are these ads targeting? What are they trying to say about people who drink liquor?
  27. 29. Who are these ads targeting? Is there a stereotype here?
  28. 30. Who is this ad targeting? Is there a stereotype here? Note: the women in this ad is half clothed only (men like to see women unclothed – “expect everything” tops off the message that…)
  29. 31. Mixed Messages: How The Alcohol Industry Targets Men & Women <ul><li>Ads That Target MEN </li></ul><ul><li>Men are tough </li></ul><ul><li>Men love beer and sports </li></ul><ul><li>Drinking alcohol makes you a “man” </li></ul><ul><li>Alcohol & women are both viewed as objects; drinking & sex </li></ul><ul><li>Perception that drinking has no consequences </li></ul><ul><li>Ads That Target WOMEN </li></ul><ul><li>Women who drink are beautiful and classy </li></ul><ul><li>Women like fancy drinks and socializing </li></ul><ul><li>Women who drink beer are smart, bold, skinny, athletic & beautiful </li></ul><ul><li>Perception that drinking has no consequences </li></ul>
  30. 32. Who are these ads targeting? Is there a stereotype here?
  31. 33. When are they saying you should drink alcohol?
  32. 34. When are they saying you should drink alcohol?
  33. 35. When & Where are they encouraging alcohol use?
  34. 36. What Are The Consequences of Alcohol/Drug Use? <ul><li>SHORT TERM </li></ul><ul><li>Blacking out </li></ul><ul><li>Hangover / Alcohol Poisoning / Overdose </li></ul><ul><li>DUI / Vehicular Homicide </li></ul><ul><li>Stress </li></ul><ul><li>Bad Grades </li></ul><ul><li>Loss of Childhood / Youth </li></ul><ul><li>Aggressive Behavior & Fighting </li></ul><ul><li>Violence / Increased Temper </li></ul><ul><li>Paranoia </li></ul><ul><li>Juvenile Detention and/or Substance Abuse Treatment </li></ul><ul><li>Losing Friends / Loved Ones / The Trust of Others </li></ul><ul><li>Unplanned Pregnancy </li></ul><ul><li>Date Rape </li></ul><ul><li>Injury including Brain Damage </li></ul><ul><li>LONG TERM </li></ul><ul><li>School or Career Failure </li></ul><ul><li>Ineligible for Federal Financial Aid for College (if 18+ and convicted for possession of or selling illegal drugs, unless partake in rehabilitation program) </li></ul><ul><li>No College or No Gainful Employment / Poverty </li></ul><ul><li>Jail </li></ul><ul><li>Felony (if 18+ and felony hard to get any job) </li></ul><ul><li>Domestic Violence / Family / Child Abuse </li></ul><ul><li>Loss of Custody of Children </li></ul><ul><li>STIs </li></ul><ul><li>Addiction </li></ul><ul><li>Disease (Hepatitis C, Cirrhosis of the liver, Need for Liver Transplant) </li></ul><ul><li>Death </li></ul>
  35. 37. POOR DECISIONS… <ul><li>“ I fell and cracked open my head.” </li></ul><ul><li>“ I put a hole in my best friend’s wall.” </li></ul><ul><li>“ I was too hung-over and flunked the test.” </li></ul><ul><li>“ I cheated on my boyfriend.” </li></ul><ul><li>“ I wrecked the car.” </li></ul><ul><li>“ I got arrested for fighting.” </li></ul><ul><li>“ I lost my license because of the DUI.” </li></ul><ul><li>“ I jumped off a bridge and am paralyzed.” </li></ul><ul><li>“ I hurt my best friend.” </li></ul><ul><li>“ I got fired.” </li></ul>
  36. 38. It Can Happen: Prevention is the Key
  37. 39. Choose Your Own Path: Avoid Pressures, Know the Consequences
  38. 40. Being Media Literate Means Having Business Sense: Avoid Pressure from the Media! <ul><li>In 2005, alcohol advertisers spent $2 billion on alcohol advertising in measured media (television, radio, print, outdoor, major newspapers and Sunday supplements): </li></ul><ul><ul><li>Same amount as spent on deodorant each year </li></ul></ul><ul><ul><li>Same amount that Canada spent to fight global warming in 2005 </li></ul></ul><ul><ul><li>Compare this to only $3.2 billion spent on international AIDS relief by the U.S. in 2006 </li></ul></ul><ul><li>Nielsen Adviews. </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  39. 41. Know The Facts <ul><li>Those who begin drinking before age 15 are up to 4 times more likely to become alcohol dependent at some point in their life. </li></ul><ul><li>Drinking alcohol at earlier ages can promote alcohol dependency and/or destructive decisions during adulthood. </li></ul><ul><ul><li>Grant, B.F., Dawson, D.A., Stinson, F.S., et al. (1997). Age at onset of alcohol use and its association with DSM-IV alcohol abuse and dependence: Results from the National Longitudinal Alcohol Epidemiologic Survey. Journal of Substance Abuse. Vol. 9. pp. 103-110; found in U.S. Department of Health and Human Services: The Surgeon General’s Call to Action to Prevent and Reduce Underage Drinking. (2007). Office of the Surgeon General. </li></ul></ul>
  40. 42. Local Reality: Ohio County <ul><li>In 2003, Ohio County was ranked highest of the 55 WV counties regarding adult binge drinking (5 or more drinks at once). </li></ul><ul><li>Ohio County was also 2 nd highest regarding heavy alcohol use by adults [i] . </li></ul><ul><li>Ohio County ranks 3 rd highest regarding alcohol use among high school aged youth [ii] . </li></ul><ul><li>It’s up to youth to choose and create a healthier future! </li></ul><ul><ul><li>i. Behavioral Risk Factor Surveillance System (BRFSS), Centers for Disease Control and Prevention (CDC). County/state level data provided by WV Health Statistics Center (WVHSC). </li></ul></ul><ul><ul><li>ii. WV PRIDE Survey, 2005. </li></ul></ul>
  41. 43. Youth-Based Solutions: What Can You Do? <ul><li>Help organize and/or attend a county-wide Sticker Shock before Super Bowl Sunday </li></ul><ul><li>Plan substance-free social events (e.g. youth coffee house/open mic in February) </li></ul><ul><li>Support local businesses that don’t market alcohol to youth </li></ul><ul><li>Think critically about the media & advertising you see on a daily basis. </li></ul>
  42. 44. Questions? Contact Us! <ul><li>Visit Our Blog: </li></ul><ul><ul><li> </li></ul></ul><ul><li>Facebook Us! </li></ul><ul><li>Email Us: </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Call Us: </li></ul><ul><ul><li>304-233-2045 x 305 </li></ul></ul><ul><li>Work with us to plan youth-focused events. We are open to all ideas! </li></ul>