Alcohol Myths

Level(s): Grades 7 to 9

Overview

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In this unit, students explore positive messages about drinking that are promoted and reinforced in ads for alcohol. A key component of this exploration includes understanding the consequences of drinking – the negative side of alcohol use that is seldom alluded to in alcohol ads. Prior to the lesson, students read an article on alcohol advertising and answer a series of questions about the gap between the truth about alcohol use and the messages advertisers want consumers to believe. In class, they discuss seven common myths about drinking and the advertising strategies used by the industry to perpetuate these myths. In groups, students research topics about alcohol use and the alcohol industry and create their own parody ads that deliver "the truth" about drinking.

Learning Outcomes

Students will demonstrate

an understanding of:

the negative consequences of alcohol use
the prevalence of alcohol advertising in North American society
the alcohol industry's motivation in promoting drinking as a positive and desirable activity

a beginning awareness of:

the false messages about drinking that are implied in advertisements
the ethical considerations surrounding alcohol advertising

Preparation and Materials

To prepare for this lesson, review the original Jean Kilbourne article: Deadly Persuasion: 7 Myths Alcohol Advertisers Want You to Believe
Photocopy the student version of this article, Advertising and Alcohol
Photocopy the student handouts 7 Myths Alcohol Advertisers Want You to Believe and Myth Work Sheet
Create overheads for Breaking the Myths: Parody Ads and each of the following alcohol myths:

Procedure

Prior to class, assign the worksheet Advertising and Alcohol. Begin this lesson by taking up students' answers to the questions at the end of the article:

What are some of the myths promoted by the alcohol industry?
In addition to commercials, what are other ways the media send us messages about drinking?
What are some of the negative consequences of drinking?
What strategies are used in alcohol ads to sell us products?
Who are the primary targets of alcohol ads?
According to alcohol companies, why do they advertise?
What would happen to the alcohol industry if people consumed only "moderate" amounts of alcohol?
According to the article, what is the primary purpose of the mass media?
How do ads contribute to attitudes about drinking?
What solutions does this article recommend?

Once answers have been reviewed, ask students to summarize the main points of this article:

Because many people drink in moderation – or choose not to drink at all – the industry is primarily supported by a small percentage of heavy or problem drinkers
The primary goal of alcohol advertising is to get consumers to buy and consume alcoholic beverages
To achieve this, the alcohol industry delivers positive messages about drinking to consumers and downplays or ignores the negative consequences of alcohol use
Many of the positive messages, or alcohol myths, promoted in ads are misleading or false
Industry claims, that the purpose of advertising is to "encourage existing consumers to switch brands" and to "drink in moderation," don't make good business sense
The alcohol industry needs replacement drinkers

In her article, Dr. Kilbourne discusses myths about drinking that are promoted in ads. We're now going to take a closer look at some of these myths.

(Distribute 7 Myths Alcohol Advertisers Want You to Believe to students. Have them review each myth, summarizing the main ideas in point form in their notebooks. Once completed, review main ideas with students. Ask if there are any additional myths they might like to add.)

There are a number of "tried and true" strategies that advertisers use to persuade consumers to buy products, and alcohol ads are no exception. Can you identify a few of these strategies? (Answers may include:

Celebrity endorsements or testimonials
Playing on dreams and insecurities
Pulling the heartstrings
Using glamour and sex appeal
Promoting friends, fun and excitement
Making it seem like everyone's doing it
Making it seem hip or cool
Exaggerating the merits of the product
Using humour
Using ideal people/models
Stressing individuality)

Let's take a closer look at some of the myths and strategies alcohol advertisers use to reinforce positive feelings about drinking. (Use the overheads for Myths 1-5.)

Myth #1

Here are four ads that support the idea that drinking is a risk-free activity. What messages do they deliver?

You can drink as much as you want – in fact, drinking more, rather than less, is encouraged ("Pour" and "Shake up your night")
Violence and drinking aren't connected – in fact, disagreements can more easily be resolved over a friendly drink ("There is no disagreement that arm wrestling can't resolve")
Drinking makes you sexy, and an intimate encounter with someone you've just met in a bar is a normal, even desirable, occurrence ("Names optional")

Myth #2

Now we're going to look at some ads that reinforce the idea that you can't survive without drinking. What are the messages here?

Alcohol makes your life more interesting and exciting ("Lead a more colorful life")
Drinking enhances everything you do. Whether it's having fun with friends or playing sports, alcohol makes good times better ("Real friends. Real bourbon.")
Alcohol is your friend ("Real friends. Real bourbon.")
Alcohol will make you more exciting – you'll become the centre of attention (Skyy vodka)
Alcohol is something to be worshipped, like a religion ("Mr. Jack Daniel was no saint")

Myth #3

Here are some ads that encourage people to believe that problem drinking behaviours are normal. Can you identify these messages?

It's good to drink every day ("The end of a perfect day")
It's okay to over-drink to the point where you can't function ("Smirnoff half day off")
It's fun to drink lots of alcohol ("… we always stop for a double")
It's exciting to be obsessed with drinking ("Accountancy was my life…")

Myth #4

How about these ads, which want you to believe alcohol will transform you?

Alcohol will make you appear to be glamorous, beautiful, rich and sophisticated (Skyy Blue)
Alcohol will make you more exciting and appealing to the opposite sex ("It makes you electric")
Alcohol is all about attitude, style, being young, cool and having fun ("Kahlua Black Russian")
Alcohol separates you from ordinary, boring people ("not your average crowd")

Myth #5

The alcohol industry spends millions of dollars pairing the playing and watching of sports with alcohol. How is this pairing reinforced here?

Alcohol is part of a healthy lifestyle ("Lose the carbs. Not the taste.")
Drinking alcohol will make you more athletic ("Lose the carbs. Not the taste.")
Your favourite hockey team … brought to you by your favourite beer! (Molson Canadian hockey logo)
Beer is an important part of watching sports ("…We're so there")
Alcohol provides companionship and shares your enthusiasm for sports ("…We're so there")
Sports TV/news/contests … brought to you by your favourite beer! (Miller Lite, ESPN)
Real sports fans drink beer (Miller Lite, ESPN)

Class Work

Divide the class into four groups. Distribute the Myth Work Sheet to each, and have students brainstorm the myths and messages being promoted in the sample ads provided. Take up answers, keeping groups together.

So far, we've been looking at the myths that advertisers want us to believe. But there's another side to this story. What messages are we not receiving?

Assign each group a myth:

Group One: Drinking is a risk-free activity
Group Two: Problem-drinking behaviours are normal
Group Three: Alcohol is a magic potion that can transform you
Group Four: Sports and alcohol go together

Your assignment is to tell the real story about your myth:

Group One will research the health risks associated with drinking
Group Two will research alcoholism and problem-drinking behaviours
Group Three will study the consequences of drinking – especially as it relates to young people
Group Four will research sports and the alcohol industry

(Students may be granted a library or computer lab period to conduct research. Some suggested Web sites to help get them started are listed on the sidebar.)

Once research is complete, each group will design a poster or parody ad that tells the real story about alcohol. For sample parody ads, show students the overhead Breaking the Myths: Parody Ads.

Each group will present its findings and its parody ad to the class.

Evaluation

Answers to the Advertising and Alcohol assignment
Group presentations