Media Literacy Alcohol Advertising

Media Literacy 11 : 

Media Literacy 11 Alcohol Advertising “Media acts as a mirror and a model of society”

What is the aim of advertising? : 

What is the aim of advertising? To convince the viewer or reader to buy the product they are selling How do they achieve this? -Merit Based Ads -Lifestyle Ads Advertising plays a role in shaping attitudes and perceptions about ourselves and the world around us.

What is a Brand? : 

What is a Brand? A brand is a collection of experiences and associations connected with a service, a person or company

Common Advertising Strategies : 

Common Advertising Strategies Bandwagon: Join the crowd. Everyone is buying it/using it/doing it. Testimonial: A famous person or authority claims the product is good. Weasel: A promise is implied by using words like "usually" or "chances are." Omission: Facts about the product are not told. Repetition: Saying it again and again. Scale: Making a product bigger or smaller. Association: Promising adventure, attractiveness, quality. Name-calling: Making the product seem better by using unpopular terms about the competition. Image Advertising: A product is associated with certain people, places, activities. The implied message is one of attractiveness, wealth, enjoyment, etc. Most alcohol ads use this method to sell their product. What are some of the lifestyles that Alcohol Ads deem desirable?

Common Lifestyle Themes in Alcohol Ads : 

Common Lifestyle Themes in Alcohol Ads Escape. Security. Desire to be fit. Desire to be young Celebrity Magic. Popularity. Friendship Elitism. Rebellion. Sex appeal.

What is a Stereotype? : 

What is a Stereotype? A stereotype is a preconceived idea that attributes certain characteristics (in general) to all the members of class or set. Prejudice is often the results of accepting a stereotype to be true What are some stereotypes of teenagers? Teachers? Overweight people? Persons of Asian descent? Men? Women? Where do we get our ideas about how men and women behave? Living Library

Analyzing Advertising : 

Analyzing Advertising Remember – In advertising NOTHING IS INCLUDED BY ACCIDENT. Each detail has a distinct purpose. Questions to ask yourself when looking at an ad: What is the “pitch” or “story” of the ad? What does the advertiser want you to think about the product? Who is the intended audience for the ad? What stereotypes are present? How might others who are different to yourself view the ad? How do the characters relate to each other in terms of power, age, gender, race & class?

Merit Based Ads : 

Merit Based Ads

Stereotypes of Men in Alcohol Advertising : 

Stereotypes of Men in Alcohol Advertising The U.S. advocacy organization Children Now has identified the following stereotypes, which are commonly associated with men in ads. Alcohol ads also play on these stereotypes. 1. The Joker is a very popular character with boys, perhaps because laughter is part of their own "mask of masculinity." A potentially negative consequence of this stereotype is the assumption that boys and men should not be serious or emotional. However, researchers have also argued that humorous roles can be used to expand definitions of masculinity. 2. The Jock is always willing to "compromise his own long-term health; he must fight other men when necessary; he must avoid being soft; and he must be aggressive." By demonstrating his power and strength, the jock wins the approval of other men and the adoration of women.

Stereotypes of Men in Alcohol Advertising cont. : 

Stereotypes of Men in Alcohol Advertising cont. 3. The Strong Silent Type focuses on "being in charge, acting decisively, containing emotion, and succeeding with women." This stereotype reinforces the assumption that men and boys should always be in control, and that talking about one’s feelings is a sign of weakness. 4. The Big Shot is defined by his professional status. He is the "epitome of success, embodying the characteristics and acquiring the possessions that society deems valuable." This stereotype suggests that a real man must be economically powerful and socially successful. 5. The Action Hero is "strong, but not necessarily silent. He is often angry. Above all, he is aggressive in the extreme and, increasingly over the past several decades, he engages in violent behavior.“ Can you think of any stereotypes that are missing?

Stereotypes of Women in Alcohol Advertising : 

Stereotypes of Women in Alcohol Advertising The Sexpot/Bimbo is the sexualized "girl." Flirty, giggly and jiggly, this stereotype is young, usually blonde, and non-threatening. The Man Eater is the sexually aggressive female. She has a harder edge than the sexpot and is usually a bit older. Glamorous rather than pretty, she gets what she wants from men by using her sexuality. The Rebel asserts her independence by being a bit wild, in a cute and sexy way. Unlike her male counterpart, the action hero, female rebels are not portrayed as being angry or aggressive. Instead, they achieve liberation through drinking, smoking and partying.

Stereotypes of Women in Alcohol Advertising cont : 

Stereotypes of Women in Alcohol Advertising cont The Prize is that "perfect woman" who can be yours if you consume the right beverage. Pretty, but not giggly, the prize smiles provocatively or remains emotionally aloof. This type of woman is more commonly portrayed in TV commercials in which there is time to develop a plot to explain how she is "won." The Party Girl is stylish, sexy, glamorous and the "life of the party." Fun loving and confident, she is the centre of attention. Can you think of any others?

Alcohol Advertisers take on Relationships : 

Alcohol Advertisers take on Relationships Many ads from the alcohol industry construct ideas of how men and women interact with one another. Can you think of some common relationships that the alcohol industry shows us?

Spoof Ads : 

Spoof Ads What is a Spoof ad? A spoof ad uses advertising codes and conventions with the intention of making fun of a product or company or drawing attention to ethical issues raised by an ad….. **********KEY QUESTION********** What are some of the “truths” about the product that the ads don’t show? Think of the article we read……. Examples of spoof ads……….

Creating your own Spoof Ad : 

Creating your own Spoof Ad For your next assignment you will use the knowledge you have gained about advertising techniques to create

Take a look at the handout from last day : 

Take a look at the handout from last day In small groups discuss the following in regards to one of the ads on the sheet: What does this ad NOT say about the “truths” of the product itself? What does it NOT say about the “truths” of the world around it? What stereotypes does this ad rely on to get the message across? Does this ad clearly target one group (age, gender, race)? What if you changed the target audience of this ad? How would it change it? What techniques does the company use which could be clearly mimicked?

Assignment: Spoof Ad! : 

Assignment: Spoof Ad! You will be required to create a Spoof Ad! Two Parts to the assignment: A visual text (the ad itself) – Can be digital or handmade A short response paragraph (see handout) DUE: April 9th (next Thursday)