1. Influences of Advertising on Alcohol Use
Advertising Strategies and Examples
An effective advertisement appeals to a variety of needs and desires. In fact, advertisements often try to
create a need the consumers didn't know they had. For example, a person is thirsty and therefore needs
a soda-why not water?
The following techniques or strategies are often used singly or in combination for various products,
including alcohol and other drugs.
Brand Loyalty: an ad that portrays a group of people who are loyal users of a product and would not
consider switching to another brand.
Bandwagon: gives the impression that everyone is using this product or doing this activity.
Advertisements that depict several people having fun drinking demonstrate this approach. In order not
to feel left out, people buy the product.
False Image: images of impossible or near-impossible feats of strength, speed, power or
accomplishment are associated with the use of this product.
Great Outdoors: images and sounds of nature-a lake or stream, waterfall, beach, mountain views, etc.,
are associated with using the product. Buyers may think they will experience these scenic vistas by
purchasing the product.
Humor: an ad that is funny and makes people laugh. People might assume that laughter, good times
and the product all go together.
Modeling: physically attractive and socially sophisticated models (male or female) are shown using the
product. Some consumers may think they will become like the models or meet people like them when
they use the product. Automobile ads often employ this technique.
Nothing But the Positive: ads that provide a one-sided story about their product, using words such as
wonderful, new and improved, the best, while ignoring any negative aspects of the product.
Science: some potential customers are swayed by impressive statistics. The studies that supposedly
produced the statistics, however, are not identified. It is therefore not possible to find out the facts for
yourself.

2. Status: has two approaches-the down-home version and the snob version. The down-home version
features an ordinary person using the product. The consumer may identify with that person and be
influenced to buy the product. The opposite of the down-home approach, the snob version uses scenes
of exclusive country clubs, expensive cars and butlers with affected British accents.
Testimonial: celebrities state that a particular product is their personal choice. Many celebrities,
however, do not actually use the products they endorse.
We Care about You: ads developed by companies that claim to be interested in solving social
problems while promoting their products. In the case of alcohol, a company might talk about hosting a
responsible party, taking away someone's car keys or calling a cab for a person who has drunk too
much.