ATOD 1.1 Analyze the marketing and advertising of alcohol and tobacco companies in terms of the strategies they use to influence youth experimentation with
their products.
Name: __________________________________________________________________
Grade/Track: _______
Alcohol and the Media’s Influence
Advertising Techniques Terminology
Match the term with the correct definition
Term
1. _____
Snob Appeal
Definition
A. Everyone else is using the product, so you should too.
2. _____
Patriotism
B. Memorable phrase
3. _____
Testimonial
C. Use of the product makes you part of an elite group
4. _____
Wit & Humor
D. Draws on personal emotions thus creating a special
connection with the product
5. _____
Bandwagon
E. Famous person endorses the product
6. ____
Emotional Appeal
F. Use of this product shows love for your country
7. ____
Slogan
G. Uses laughter and enjoyment to make the product
more attractive
ATOD 1.1 Analyze the marketing and advertising of alcohol and tobacco companies in terms of the strategies they use to influence youth experimentation with
their products.
Analyzing Alcohol Commercials
In the chart below, mark down which advertising technique was used in each commercial. You may want to jot down a brief note
about how that technique was used to aid you in the next part of the lesson.
Advertisement
Budweiser:
“Brotherhood”
Budweiser:
“9/11”
Budweiser:
“Donkey”
Budweiser:
“Brewed the
Hard Way”
Budweiser:
“Freedom”
Coors Light:
“Love Train”
Coors Light:
“Ice Cube”
Bud Light:
“Opera”
Snob Appeal
Patriotism
Testimonial
Wit & Humor
Bandwagon
Emotional
Appeal
Slogan
ATOD 1.1 Analyze the marketing and advertising of alcohol and tobacco companies in terms of the strategies they use to influence youth experimentation with
their products.
Advertisement
Bud Light:
“Football”
Dos Equis:
Interesting
Man
Miller Lite:
“Yellow
Snow”
Miller Lite:
“Girlfriend
Questions”
Guinness:
“Empty Chair”
Snob Appeal
Patriotism
Testimonial
Wit & Humor
Bandwagon
Emotional
Appeal
Slogan
ATOD 1.1 Analyze the marketing and advertising of alcohol and tobacco companies in terms of the strategies they use to influence youth experimentation with
their products.
Alcohol Ads Quick Write:
Write a brief argumentative response to this prompt:
Based on the commercials watched, argue which brand does the best with advertising. Within your argument, support your claim
by stating which advertising technique(s) was used and how it was beneficial to their campaign of the product. Your response
should be written using complete sentences. Your response should be at least 5 sentences long.
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ATOD 1.1 Analyze the marketing and advertising of alcohol and tobacco companies in terms of the strategies they use to influence youth experimentation with
their products.
Anti-Alcohol Ads Quick Write
1. What advertising technique was used in the anti-alcohol commercials? How was this technique beneficial to their message?
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2. Do you think these Talk it Out videos will spark conversation about alcohol in your family? Why or why not?
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