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According to the video, the amount of advertising for alcohol vs responsibilty ads is overwhelming. What information should be contained in advertising? Where should the information be located? Do you think separating the ads into "advertising" and "responsibility" categories has an effect on how they are viewed? Explain.
Sunday, November 28, 2010
Print Media
Music
From 19 79 to 1997, songs with references to alcohol increased tivefold
(from 8 to 44%); those exhibiting positive attitudes rose from 43% to 73%;
and brand name mentions increased from 46% to 71%, There were also significant
increases in songs mentioning champagne and liquor (mainly expensive
brand names) when comparing songs released after 1994 with those from previous
years.
Herd, D. (2005). Changes in the prevalence of alcohol use in rap song lyrics, 1979-97. Addiction, 100(9), 1258-1269. Retrieved from CINAHL Plus database.
Studies on radio advertising in 2002 and 2003 found that “the alcohol industry routinely overexposed youth to its radio advertising by placing the ads when and where youth were more likely than adults to hear them.” Studies in 2001 and 2002 found that “youth heard less advertisements for wine; alcohol ads were placed on stations with ‘youth’ formats; alcohol ads were aired when youth listened most; … and youth in African-American and Hispanic were overexposed.”
(2003). Radio Daze: Alcohol Ads Tune in Underage Youth. Retrieved from ERIC database.
11- to 13-year-olds spend 11.2 hours per week and 14- to 18-year-olds spend 9.3 hours per week listening to music on radio, CD, or tape (Roberts, 1999a).
A recent content analysis (Roberts et al., 1999b) examined 1,000 of the most popular songs in 1996-97 across five genres of music popular with youth. This study found that 17 percent of all the lyrics contained references to alcohol and that alcohol was mentioned more frequently in rap music (47 percent) than in other genres such as country-western (13 percent), top 40 (12 percent), alternative rock (10 percent), and heavy metal (3 percent).
Overall, 22 percent of songs with alcohol mentions referred to beer or malt liquor, 34 percent to wine or champagne, 36 percent to hard liquor or mixed drinks, and 31 percent to generic terms such as “booze
Has there ever been a song that encourage you to try a specific drink? Was that specific drink linked to a certain behavior or activity in the song that made the drinker more glamorous or gave them more status? Is that why you tried the drink or was there another reason?
Examples
Cold Gin – Kiss
One Mint Julep – Ray Charles
Bottle of Wine – The Fireballs
http://www.songfacts.com/category:songs_about_alcohol.php
Friday, November 26, 2010
Television
Specifically, each 1-hour increase in television viewing at baseline was associated with a 9 percent increased risk of initiating drinking during the following 18 months, after controlling for age, gender, and other media use
Each one hour increase of watching taped programming or movies was associated with an 11 percent decrease in drinking initiation.
11- to 13-year-olds watch 27.7 hours and 14- to 18-year-olds watch 20.2 hours of broadcast and taped television programming each week
1998-1999 season, for example, indicates that 71 percent of all programming depicted alcohol use and 77 percent contained some reference to alcohol (Christensen, Henriksen, and Roberts, 2000).
In programs more popular with teenagers, 53 percent portrayed alcohol use; 84 percent of TV-14-rated programming, 77 percent of TV-PG programming, and 38 percent of TV-G programming depicted alcohol use.
40 percent of episodes portrayed drinking as an overall positive experience and 10 percent a negative one, although negative consequences were mentioned or portrayed in 23 percent of episodes.
Below is a list of some of the television programming that was on in 1998-1999 which was mentioned in the statistics above. Did you watch any of these programs? Do you recall alcohol being in the programs that you did view? Did it affect your decision to drink or not to drink?
Top Ten Worst
Dawson’s Creek
Melrose Place
Will and Grace
Ally McBeal
Spin City
The Drew Carey Show
Millenium
Friends
Suddenly Susan
That 70 Show
Top Ten Best
7th Heaven
Touched By An Angel
Promised Land
Early Edition
Smart Guy
Cosby
Sabrina the Teenage Witch
Moesha
Sister, Sister
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