Media

There are so many messages coming at us through the media every day – from TV, radio, print, billboards, the Internet and other sources. Some, we might agree with. Others, we might not. But the question is, how can parents address all the alcohol-related messages reaching their children every day?

The truth is, you can’t address every single message out there. But you can teach your children the facts about alcohol. You can also use messages as opportunities to start conversations about alcohol…and about advertising. Studies show that when kids learn more about advertising, they start looking at it more critically instead of simply taking what’s shown at face value.

Media Myths

• Drinking is an important part of having a good time.
  People in alcohol advertisements are generally having a good time, which gives the impression that good times and alcohol go hand in hand. It’s important to let your children know that people don’t have to drink to have a good time—it’s the people and the events that make things fun.
• Everybody drinks.
  When children see images of people drinking over and over again, it can give the impression that everyone drinks. Take time to point out the people in your kids’ lives who don’t drink, or at least to reinforce how much more there is to life than drinking.
• Drinking makes you cool or popular.
  Alcohol ads usually have a lot of attractive people surrounded by friends or admirers. Who wouldn’t want a life like that? Add to that the fact that many of the celebrities children admire are often seen drinking and partying, and you can see why kids turn to alcohol to fit in.
  
  Children try to be like the people they admire. Fortunately, those people include their parents. When you provide love, support and encouragement, you build your child’s self-confidence and decrease his or her need to try underage drinking.
• There are no consequences to drinking.
  The negative consequences of drinking aren’t shown in alcohol ads. Children see the good time without seeing hangovers or more serious and sometimes life-altering situations that can happen when people drink too much or too often.

Kids need to understand the effects alcohol can have on people and why it’s important to drink responsibly. MLCC is trying to show these effects in our “Be Undrunk” campaign, available online at www.beundrunk.com.

How Do Alcohol Ads Sell Products?

Alcohol ads use a variety of approaches to sell their products. When you and your child see a certain approach, talk about why that approach was selected and use your influence to educate your child about alcohol’s real effects.

• The ideal lifestyle or individual
• Humour
• Sex and celebrity appeal
• Popular music
• Product placement on movies and TV shows

To learn more about the tactics used by alcohol companies to sell products, explore the Center on Alcohol Marketing and Youth at Georgetown University at www.camy.org.