(no subject)
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. Commercial advertising is arguably today’s most influential cultural grammar. 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 believe 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."
There have been over a hundred studies indicating that malt liquor advertisements are influencing today's youth. The Center on Alcohol MArketing on Youth, or CAMY, claims "research clearly indicates that, in addition to parents and peers, alcohol advertising and marketing have a significant impact on youth decisions to drink...While many factors may influence an underage person's drinking decisions, including among other things parents, peers and media, there is reason to believe that advertising also plays a role." Research reports show that exposure to alcohol advertising shapes young adolescents’ attitudes toward alcohol, their intentions to drink, and underage drinking behavior. Public health research has found that youth exposure to alcohol advertising increases awareness of that advertising. In a research conducted by Archives of General Psychiatry,it demonstrated that brain imaging has revealed that, when shown alcoholic beverage advertisements, teens with alcohol use disorders have greater activity in areas of the brain previously linked to reward, desire and positive affect, with the degree of brain response highest in youths who consumed more drinks per month and reported greater desires to drink, therefore desmonstrating that these kinds of commericals are influencing teenagers.
Smirnoff Ice advertisements expose teenagers to the brand name of Smirnoff vodka. After viewing these promotions of Smirnoff Ice, teenagers are more recongized with the name and will try the beverage. Teenagers are then turned on to the hard liquor. In a way, these fruity beverages are a teens' first cocktails. It's designed to lead teenagers straight to the brand hard liquor. In a press conference conducted by Alcohol Policies Project, the teenagers were asked questions about Smirnoff Ice, and who it appeals to. One of the teens stated that, " Alcopops appeal to teen tastes because it's sweeter than beer. It is better tasting than like beer or vodka or something. Younger people are targeted, I guess. I think older people would think they're a little too mature for that.I think these things are going to start breeding alcoholics. That's my theory. You start young and you grow up liking it.You got to crawl before you can walk."
Smirnoff Ice, with its fruity delightful flavors and extravagant big budgeted commercials are aimed towards teenagers, especially young girls. Teen girls report drinking alcopops more than other alcoholic drinks, whereas adult women age 21 or older rank it as their least-consumed alcoholic beverage. Teenage girls drink it because it doesn't taste as bitter as beer. The sweet, fruit-flavored drinks come in colorful packaging and are called "girlie drinks" by others. In one survey, 31 percent of teenage girls said they had drunk an alcopop in the past six months, compared with 19 percent of boys. The poll found that girls consumed more of all types of alcoholic beverages than boys, and that over 80 percent of alcohol consuming girls have watched the commercials for Smirnoff Ice.
Since Smirnoff Ice is considered beer, the commercials can be shown on network television. Commercial advertising is arguably today’s most influential cultural grammar. 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 believe 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."
There have been over a hundred studies indicating that malt liquor advertisements are influencing today's youth. The Center on Alcohol MArketing on Youth, or CAMY, claims "research clearly indicates that, in addition to parents and peers, alcohol advertising and marketing have a significant impact on youth decisions to drink...While many factors may influence an underage person's drinking decisions, including among other things parents, peers and media, there is reason to believe that advertising also plays a role." Research reports show that exposure to alcohol advertising shapes young adolescents’ attitudes toward alcohol, their intentions to drink, and underage drinking behavior. Public health research has found that youth exposure to alcohol advertising increases awareness of that advertising. In a research conducted by Archives of General Psychiatry,it demonstrated that brain imaging has revealed that, when shown alcoholic beverage advertisements, teens with alcohol use disorders have greater activity in areas of the brain previously linked to reward, desire and positive affect, with the degree of brain response highest in youths who consumed more drinks per month and reported greater desires to drink, therefore desmonstrating that these kinds of commericals are influencing teenagers.
Smirnoff Ice advertisements expose teenagers to the brand name of Smirnoff vodka. After viewing these promotions of Smirnoff Ice, teenagers are more recongized with the name and will try the beverage. Teenagers are then turned on to the hard liquor. In a way, these fruity beverages are a teens' first cocktails. It's designed to lead teenagers straight to the brand hard liquor. In a press conference conducted by Alcohol Policies Project, the teenagers were asked questions about Smirnoff Ice, and who it appeals to. One of the teens stated that, " Alcopops appeal to teen tastes because it's sweeter than beer. It is better tasting than like beer or vodka or something. Younger people are targeted, I guess. I think older people would think they're a little too mature for that.I think these things are going to start breeding alcoholics. That's my theory. You start young and you grow up liking it.You got to crawl before you can walk."
Smirnoff Ice, with its fruity delightful flavors and extravagant big budgeted commercials are aimed towards teenagers, especially young girls. Teen girls report drinking alcopops more than other alcoholic drinks, whereas adult women age 21 or older rank it as their least-consumed alcoholic beverage. Teenage girls drink it because it doesn't taste as bitter as beer. The sweet, fruit-flavored drinks come in colorful packaging and are called "girlie drinks" by others. In one survey, 31 percent of teenage girls said they had drunk an alcopop in the past six months, compared with 19 percent of boys. The poll found that girls consumed more of all types of alcoholic beverages than boys, and that over 80 percent of alcohol consuming girls have watched the commercials for Smirnoff Ice.