Advertising
Beer Commercials
Beer is one of the oldest beverages humans have produced, dating back to at least the 5th millennium BC. Beer is even part of the recorded history of ancient Egypt and Mesopotamia. At the turn of nineteenth century, beer commercials were aired on radio and TV. The critics of beer commercials saw these new mediums as an intrusion into peoples' living rooms. Many were concerned that beer ads might offend the viewers' sensibilities. Commercials that actually showed a person consuming beer were considered to be in bad taste.
The purpose of most advertisements is to convince people that the quality of their lives could improve if they use a particular product. But research on a large collection of TV commercials aired during sporting events and prime-time programming found opposite effects. The numerous beer ads featured people driving, boating or jet skiing while drinking beer. This inspired the youth to celebrate victory or happiness indulging in drinking alcoholic beverages. It led to some dangerous situation, with people trying to emulate the ads. Many beer ads have also been criticized for ?exploiting? women, given how they are often paired with the product. Males aged 21-35 represent the major target audience for beer ads.
Children are likely to be affected by commercials the most, as they enjoy stories and characters portrayed in the ads. There is always the danger of them being influenced by beer commercials and may start drinking out of curiosity.
A new research study revealed that beer ads on television can intrigue college students and lead them to start drinking. After exposing a sample of college students to such ads, it was found that males were more likely to agree that alcohol had positive social benefits. According to these males, beer makes parties more fun or increases one?s chance of success with the opposite sex. Companies that manufacture beer beverages make use of this aspect relating beer consumption with prestige, success, and enjoyment.
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Alison Cole
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