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"Myths"

  • Drinking is a risk-free activity.
  • It can transform you.
  • 2$ billon - Why would they tell us its dangerous?
  • Sports and alcohol go together.

Skyy Vodka Appeal

Drink Responsibly

  • Appears Popular
  • Rich
  • Smart
  • Accent
  • Different Country - France
  • Convincing
  • Sex appeal
  • Quote - "The extraordinary belongs to those that make it. Fly beyond."
  • Successful
  • Trendy

Why is this bad?

  • 3rd largest reason of death amongst youth
  • Unintentional injuries
  • Motor vehicle accidents, drowning, suicide, homicide
  • Develop alcohol dependence - 4x more likely if used by 15

Alcohol Commercials

What could happen to you?

  • Placed in magazines with high youth readership
  • Radio
  • Television Shows
  • Age group: 12-20
  • Appeal to this age group
  • 42.9% in magazines

False Advertisement

Alcohol Advertisements: Friend or Foe?

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