Superbowl Advertising- Alcohol Perspective

Many people who watch the Superbowl are only interested in seeing the commercials; I know I am one of them.  A problem that occurs with these advertisements is the influence on teenager and the linkage between drinking and sports and the false glamorized message they give about alcohol. From an industry perspective, however promoting alcohol during sports events, is a sound investment.  The majority of the viewers watching the advertisements during the Superbowl are teenagers.  The favorite advertisements that are viewed by the 17-year and younger teenagers are for products they cannot legally buy.  

The certain commercials that caught my attention were some of the bud light commercials.  These advertisements suggested that certain abilities came with drinking Bud light, such as flying or the ability to breathe fire.  Another advertisement that was used this past Superbowl was with the celebrity Will Farrell.  He was promoting his new movie Semi Pro and acting as the character and drinking a Bud Light.  Some advertisements during the Superbowl that I looked at on youtube.com could not even be aired because they were too racy.  All of the different alcohol advertisements that are aired have caused issues related to teenagers and the idea of them drinking underage.  The teenagers watching the commercials are only getting the “glamorized” message of alcohol and ignoring the serious downsides of alcohol, especially the consequences of underage drinking.  Since the connection between sports and alcohol advertisement is so strong, teenagers could as well track their idolization with the athletes and get the idea that they could be successful at sports, even though being good at sports has no role with alcohol.  

The Superbowl was rated the most watched television program in the US.  Alcohol through sports provides agencies with tremendous exposure.  The companies reasoning behind viewing these ads during the Superbowl is that it creates a positive associations between drinking and the traits associated with athletes and teams.

Celebrity PR

Celebrity public relations is something we the "audience" look forward to every month in the magazines, news, television, etc.  PR advisors include claims of drug usage, sex, or police investigations.  Sometimes it can involve corporate scandals.  A good PR campaign or tactic is when two actors from a movie start dating before or after the movie is put out.  This is a way to get people more interested in the movie and the two actors in the movie.  An example of this is the whole Brad Pitt and Angelina Jolie extravaganza during the movie Mr. and Mrs. Smith.  This got them attention and Jennifer Anniston attention for being the girl who was dumped by Brad Pitt.  Even now she is put on the front page of a magazine for having a new “fling” to show how she is recovering from incident with Brad Pitt, even if that was like 3 years ago.  Therefore, taking this tactic for any actress or actor is clever for a PR campaign whether or not it is a scandal. Another example of a celebrity PR campaign, are all those girls who are like Brittney Spears, Paris Hilton, and Lindsay Lohan.  If you hang out with the “wrong” crowd you are going to be in the tabloids for being a good girl gone wild.  Ever since Brittney Spears started being the "pop star" that every little girl wanted to be, to not being so innocent, she started getting much more publicity. Because of these tabloids of these people they have gotten interviews, spoken to the press about their activities and what is true and not true about their actions.   All of these celebrities get exposure whether it is good or bad exposure. 

Advertising "About Anything"

For this blog we are allowed to talk about anything related to advertising. I never thought I was interested in marketing or the whole of idea of what goes behind in creating a commercial or magazine ad until I had RCS 362. In class, I really enjoy viewing commercials and discussing what we thought the idea behind the campaign was. I do not say much in class, but I am an observer. I like listening to what other people have to say. I think it is amazing the different types of advertisements out there in the world. We see it everywhere and on everything, some having a more effect on the consumer than others. I enjoyed writing the last focus paper about advertisements focusing on using humor, guilt, sex, and fear as a way to base the entire ad message about and create brand awareness or equity to a product. I thought it was interesting how one emotion can cause a huge reaction and some did not, depending on how intense or exaggerated or even not intense enough the ad was. Advertisements are another art form that surrounds us at all times. It is another way for someone to express their artistic ability and show it to the world. That is why I can see myself perhaps working for an advertising agency. I am an artist, I love to make things, draw, paint, etc. and I understand people, so therefore I think I would good skills to be part of an adervisting team.

Message Appeals

Messages in ads are something that can benefit the brand and increase the probability that the consumer will purchase their brand.  However some messages can push people from their product if the message that is presented is disliked.

 Message that I enjoy are from the Master Card commercial's.  One that sticks out in my mind is the one with the three little boys who dance together to "We Want the Funk." (http://www.youtube.com/watch?v=DdK-lFwOSH0) I like this message because it displays the idea that there are always people out there who understand you for what you are. It creates a very positive feeling when I watch this commercial.  Also, this commercial is humorous which can allow the message to appeal to more people. Another series of advertisements that I like are the "got milk?" ads where they use celebrities.

(http://inventorspot.com/files/images/superman-got-milk-ad-commercial.jpg)  Each ad has an explanation of why they choose to drink milk. This one that I choose to look at has Superman with the "milkstache"  The message it portrays is that you can drink milk to feel like a super hero.  I am a huge superman fan and just seeing him trying to influence people to drink milk makes me want to drink milk.  This imparticular ad is a good way to message toward little boys who won't drink milk.  With each different celebrity the "got milk" advertisement use sends the message towards the viewer that you can be like them.

One commercial that I do not like the message is the guinness commercial you showed us in class.  Even though in the commercial it says "share on with a friend", the imagery used in it is disrespectful.  It gives the message of treating women wrong and that beer can allow you to treat women wrong if you want.  The message is created only by a simple movement.  Another commercial I do not like are the Tru commercials about smoking.  The message the ad tries to portray towards smokers is not effective enough.  They need to be more powerful with graphics.  The ad doesn't want the smoker to quit smoking and the people who don't smoke think they are stupid.