Is Alcohol Advertising Influential?
The issue of alcohol advertising being influential is controversial. Studies have indicated that alcohol advertising can influence adolescent drinking; humour and music is especially appealing (Grube, et al).
"Labatt Kelly" TV commercial (article provided in package). This is an example of a commercial where an ad agency president, Ron Telphner, stated that this commercial was very effective as it lures the would-be drinker "who's just come of age or not quite of age and looking to pick a brand. They can relate to that young spokesperson" (The Globe and Mail, October 19, 1995).
Common Techniques for Persuasion in Advertising:
A. Testimonial.
An important or famous person testifies that she uses the product. The implication that, because she uses it, it must be
worthwhile.
B. Glamour/Sex Appeal.
A sophisticated, sexy person is shown using the
product. The buyer imagines she will become that person by using the
product.
C. Having Fun.
People in the ad are having a really good time.
Parties, adventure, or romance are featured. The hidden message is that if
you use the product, you'll have fun too.
D. One Of The Gang.
The ad suggests that "everybody" is doing it or
using it. The buyer does not want to be left out.
E. Manipulation.
The ad suggests manipulative, exaggerated or
untruthful messages such as "smoking is healthy" or "if you drink beer, you will have a lot of friends."
F. Humour.
The ad uses comic characters, dialogue, or pictures to
engage us in what is being advertised. You pay more attention because it is surprising and pleasing.
(This is an excerpt from ARAPO's soon to be released Under the Influence? Facilitator's Kit.)