(no subject)
Tasty, bubbly, fun and refreshing are the messages perceived by the Smirnoff Ice malt liquor beverages. These alcoholic beverages are sweet, sugary and are combined with sweet flavors and cool names. Turn on the television during prime time, and you will most probably see the glitzy, often-hip promotional campaigns used to advertise the malt liquor. Open any Cosmopolitan magazine and you will come across print ads featuring young lively adults partying, while enjoying the sparkling drink. Smirnoff offers the malt liquor in a wide range of flavors including Black Cherry, Twisted Orange, Triple Black, and Limon. These kinds of advertisements can be viewed by anyone, including substantial numbers of teenagers. Smirnoff malt liquor beverages are targeted towards teenagers because of their soda pop taste disguising the liquor and entertaining advertisements.Teenagers see the unrealistic messages from the Smirnoff advertisements, only viewing the fun benefits of alcohol drinking portrayed in the situations in which teenagers want to find themselves.
Since Smirnoff Ice is considered beer, the commercials can be shown on network television. According to CNN News, Television advertising for "alcopops", including Smirnoff Ice, has exploded and will reach as much $450 million this year. This means that advertising for the malt liquors may double next year,therefore assuring that underage consumers will get a steady dose of the alcohol promotions. Smirnoff Ice promotions play after 9 p.m., when 77 percent of teenagers are watching. Smirnoff Ice has been advertised on NBC's "Friends" and on NBC's "Fear Factor", shows that are primarily watched by adolescents and young adults.The advocacy group for Science in the Public Interest reports that 73 percent of teenagers had seen television ads for the sweetened, malt based drinks. Overall exposure to malt liquor alcohol ads is a risk factor for teen drinking. Teenagers are more likely to drink Smirnoff Ice because of the sugary taste, unlike beer or wine that have a bitter taste.
Being astonished by these numbers, I conducted a miniature survey of my own. I gathered twenty five teenagers, ranging in the ages of 16-19, and instructed them to pay close attention to the alcopops advertisements during prime time and the print ads featured in Rolling Stone and Jane magazine. I asked the participants what were their opinion about the ad,what audience they beleive the ad is trying to reach and if the advertisemnets might encourage them to drink. All of the participants in the survey agreed that Smirnoff Ice commericals were targeted towards adolescents and young adult because of their use of young models and lively commercials. Nearly all the participants stated that the advertisements encourage them to drink because the commercials only show the upside of drinking, and the beverage seems refreshing. Judith Safonts, a seventeen year old participant, states " Just look at the print ad, desmonstrating the new flavor Triple Black Smirnoff Ice, being drank by two gorgeous models dressed in all black. Their faces are seductive, making the drink more appealing. This would influence me to purchase Triple Black because of how intriguing the ad looks." Will, a twenty year participant, quotes " Yeah, Smirnoff Ice is mostly targeted for teenage girls because of their flavors and their appearance on television. No guy really wants to drink malt liquor called Black Cherry, and older women prefer wine instead."
Since Smirnoff Ice is considered beer, the commercials can be shown on network television. According to CNN News, Television advertising for "alcopops", including Smirnoff Ice, has exploded and will reach as much $450 million this year. This means that advertising for the malt liquors may double next year,therefore assuring that underage consumers will get a steady dose of the alcohol promotions. Smirnoff Ice promotions play after 9 p.m., when 77 percent of teenagers are watching. Smirnoff Ice has been advertised on NBC's "Friends" and on NBC's "Fear Factor", shows that are primarily watched by adolescents and young adults.The advocacy group for Science in the Public Interest reports that 73 percent of teenagers had seen television ads for the sweetened, malt based drinks. Overall exposure to malt liquor alcohol ads is a risk factor for teen drinking. Teenagers are more likely to drink Smirnoff Ice because of the sugary taste, unlike beer or wine that have a bitter taste.
Being astonished by these numbers, I conducted a miniature survey of my own. I gathered twenty five teenagers, ranging in the ages of 16-19, and instructed them to pay close attention to the alcopops advertisements during prime time and the print ads featured in Rolling Stone and Jane magazine. I asked the participants what were their opinion about the ad,what audience they beleive the ad is trying to reach and if the advertisemnets might encourage them to drink. All of the participants in the survey agreed that Smirnoff Ice commericals were targeted towards adolescents and young adult because of their use of young models and lively commercials. Nearly all the participants stated that the advertisements encourage them to drink because the commercials only show the upside of drinking, and the beverage seems refreshing. Judith Safonts, a seventeen year old participant, states " Just look at the print ad, desmonstrating the new flavor Triple Black Smirnoff Ice, being drank by two gorgeous models dressed in all black. Their faces are seductive, making the drink more appealing. This would influence me to purchase Triple Black because of how intriguing the ad looks." Will, a twenty year participant, quotes " Yeah, Smirnoff Ice is mostly targeted for teenage girls because of their flavors and their appearance on television. No guy really wants to drink malt liquor called Black Cherry, and older women prefer wine instead."