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.