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FACT:
More 9-11 year-old kids who were studied could identify the
Budweiser Frogs than could identify Frosted Flakes’ Tony
the Tiger!
FACT:
Young people who said they “usually” or ”always”
noticed alcohol ads were more likely to say that they planned
to drink alcohol when they were adults. (Compared to other
kids their age.)
FACT:
Young Americans see about 75,000 ads for alcohol by their
16th birthday. Many of these ads show images and scenes that
are especially attractive to young people.
FACT:
Advertisers know that kids and teens want to fit in with the
crowd. That’s why so many alcohol ads try to make it
look like you will be left out if you don't drink their product.
FACT:
Young people are more likely to be attracted by scenes of
adventure, romance, money, or power than older people are.
Many alcohol advertisers use these types of scenes to get
young people excited about their brand of alcohol.
FACT:
Most television ads featuring alcohol appear during prime
time and on weekend afternoons (when kids are likely to be
watching), and also late in the evening.
FACT:
More than half of the alcohol sites on the Internet use “youth
language,” cartoons, interactive games, and information
on youth-oriented music and entertainment. 82% of the beer
sites use “youth appeal.”
FACT:
Like advertisers for other products, alcohol advertisers want
to create “brand loyalty.” That is an emotional
attachment to a brand name that makes people want to buy only
that brand. When is the best time to create brand loyalty?
AS EARLY AS POSSIBLE.
FACT:
Advertisers use “product placements” to make you
think that TV and movie stars like their products. If you
see brand-name beer, wine, or liquor being used in a TV show
or movie, that’s a mini-advertisement!
What do you think about the alcohol industry’s targeting
of youth? Post your response on our Alcohol
Ads board!
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