1) What attracted you to this ad?
Well I was shocked when I first saw this ad because usually I'm used to seeing very healthy, attractive, and youthful-looking people advertising for alcohol. Ads are now even featuring characters with special appeal to children. But this ad shows the dark side of alcohol, which not a lot of ads show. Underage drinking is spreading like a virus. Teenagers are drinking everywhere you look. It is not just teenagers in college that are drinking; there are numerous teenagers in high school, middle school, and even elementary school! Today's media is throwing today's youth right into the world of alcohol. Teens today are very knowledgeable about alcohol. They can tell the difference between Absolute and Grey Goose. The media is introducing too much knowledge to today's youth. Despite the problems caused to young and old by alcohol, society sends mixed signals to its youth. Media presents alcohol drinking with peers as not only acceptable but also to insure friendship and as a romantic beverage. People's perceptions of risk are strongly shaped by what they see in the media, so many people may have distorted views about the risks of alcohol use. If the media doesn't report on the link between alcohol abuse and youths, most people won't be fully aware of the risks.
2) What is the target audience for this ad and how did you determine this from the ad?
Sadly the victims of alcohol advertising are those which have been targeted, the youth and heavy drinkers. They are same youths who have suffered fatal accidents and heavy drinkers who suffer from alcoholism today. Alcohol advertising is a major contributor to the drastic levels of consumption of alcohol by the youth today, because alcohol ads target the youth the rat ...