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Media References to Alcohol and Evaluation of Messages Sent

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Matthew Burgess

on 21 June 2015

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Transcript of Media References to Alcohol and Evaluation of Messages Sent

The average american child aged 11 - 13 watches more than 27.7 hours of television per week.
Alcohol is depicted in many kinds of television, including programs that are rated "G"
It is often shown as glamorous with positive outcomes such as camaraderie.
It sometimes shows negative outcomes as well.
There hasn't been much research on exposure to alcohol on television and the effects it has on the children and teens who watch it.
One study claims that live TV has more of an effect on the likelihood of alcohol consumption in the coming months than taped programs or movies.
Alcohol References in Television
The average american child aged 11- 13 only spends about 6.2 hours per week watching movies
Approximately 93 percent of the most popular movies have alcohol references
Alcohol portrayals are common in movies, including those indicating they are intended for children and adolescents.
Most times the outcomes of the drinking are positive or neutral.
Alcohol References in Film
Yes and no. In my opinion, alcohol shouldn't be referenced in any program rated G, or that would play on a channel meant for children under the age of 10. Anything rated PG should include negative effects if underage drinking is involved and should not include any brand names. Music is tough to monitor as stations don't have ratings. Alcohol advertising should only be allowed during programs rated TV-14 and above, where the viewers can handle the temptation. Alcohol is okay when shown in the correct manner to the correct audience because censoring all alcohol would just make kids go crazy who have never been exposed to it before.
Should Alcohol be Allowed in Media that is Subject to Youth Audiences?
The average american aged 11-13 spends a little over 11 hours a week listening to music.
Dated research (1999) claims that 17% of the 1000 most popular songs contained lyrics mentioning alcohol.
Those numbers have greatly increased
Many popular songs include brand advertisement of certain alcohols which opens teens up to learning about the different types.
Alcohol References in Music
Media References to Alcohol and Evaluation of Messages Sent to Consumers
By: Matthew Burgess
Many advertisements are aired during sports events or prime time which means they are being shown to many people who are underage.
The average underage person will see 245 alcohol ads each year
Alcohol is made to look desirable to consumers by linking it with adventure, sociability, elegance, relaxation, etc.
One of the most popular super bowl commercials each year is the Budweiser commercial which features Clydesdale horses, something that attracts a lot of attention from all age groups.
Alcohol Advertising
Messages to Consumers
In my opinion.....
Just being given the awareness of alcohol in the media will increase the risk of underage drinking.
Many kids learn about alcohol through television, movies, and music, which glorifies it in most cases.
Alcohol is marketed as "cool" for all ages and the alcohol companies will target any age group they can to market their product.
The Clydesdale commercials are great examples of marketing to any age group. Those commercials have started featuring puppies, which are sure to grab children's attention if the horses don't.
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