Sunday, April 29, 2012

"Alcopops"



http://www.youtube.com/watch?v=kIxYmdxo4UA

This link will show you a commercial for new Smirnoff beverages that are marshmallow and whipped cream flavored. Smirnoff drinks are considered to be "alcopops." Alcoholic marketers are trying to appeal to a younger audience by developing new, sweet-tasting products. They are producing lemonade and other fruit-flavored drinks that strongly resemble other non-alcoholic drinks not only in taste, but also in their look (alcopops). Some kids were quoted saying that these drinks "go down easy" and "help introduce young people to alcoholic drinks." Data also supports that underage consumers use these alcoholic beverages. Super Market Research estimate that "one fourth of people age 19 to 20 drink coolers accounting for seven percent of all cooler drinkers."

Do you think that the look of the cans or bottles these beverages come in attract consumers under 21? Or do you believe that only the fruity taste of these beverages is so popular? Or both? Do you think the producers of these alcoholic beverages should be made to change the look of the canisters they produce their beverages in?

13 comments:

  1. I am doning prompt 1 Looks Matter.

    I do not think that any part of this commercial is specifically targeted at underage drinkers, rather this advertisement is geared towards women in their 20's. A major theme in throughout this commercial is women and it has an overall feminine feel. There are very few men in the commercial and woman are the focal point of every scene. Both of the scenes take place on very glamorous and feminine sets that have women all over them. The bottles featured at the end have a relatively feminine font for the writing and have wings as a part of the logo that may be there to make the consumer think of a Victoria Secret Angel which is a very feminine symbol in todays culture. Also at the end of the commercial one of the main actors says, "vodka never felt this good." this implies that it is very easy to drink and is not your traditional harsh male drink.

    I think that both the look of the bottle and the fruity sweet taste of these drinks could be attractive to people under the age of 21. However I do not think that this is the fault of Smirnoff. People who are 21 are very similar to people that are 19-20 in terms of their buying habits and this market of people form the ages of 19 to mid 20's is a very lucrative market for alcohol distributers. It would be hard to only make an advertisement that appeals only to people over the age of 21 due to how similar they are to people that are just slightly younger than them. So I do not think that Smirnoff should have to change the look, taste or style of their product or advertising.

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    1. The video shows many women in the video and little men. So, the producers may be appealing to women with their product as you were saying. But, if its mostly women they are appealing to, why, during the scenes with well-groomed dogs in them, are the dogs directly staring at the women while they are drinking the product and licking their lips like they want some of the alcoholic beverage?

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    2. While the main focus of the ad is on that of a woman's opinion, why are there so many men featured in the background of the ad? There are several men dancing and enjoying themselves at the first party, and then the majority gender in the car and the airplane are male. Then again at the last party near the end of the ad there are several more men enjoying themselves just as much if not more than the women also featured in the ad. Why would so many men be featured having such a good time throughout the entire ad if the product was based towards only women?

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    3. Why exactly is it safe to say that the commercial is only geared to women in their twenties and not underage drinkers? Is the creator of the commercial then assuming that teen girls won't also be attracted to the feminine feel of the commercial? Also, wouldn't the large amount of women in the commercial also attract men? I think Amber Rose in particular happens to be a celebrity that gets the attention of a lot of men. You could even say that the commercial is sexual in nature with the whipped cream and close up of Rose's lips.

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  2. I'm responding to Prompt #1: Looks Matter.

    I believe that the visual elements create a theme of elegance for this advertisement. The ad uses a celebrity, Amber Rose, to market the alcohol beverage. The scene changes from a white, classy party scene to a gold, fancy, palace-like one. Both scenes, as Sam mentions, are extremely glamorous, equipped with chandeliers, luxurious seating, well-groomed dogs, and other things that help contribute to this theme. Even in the transition, Amber appears in an expensive looking car with friends, and then in a plane while others pamper her. The actions are also very slow and dramatic. Not only does Amber eat the marshmallow and spray the whipped cream slowly, but also the vodkas are poured very dramatically. I think dramatic elements like these are typically associated with elegance and help contribute to the theme. I think this theme is used to attract drinkers of all ages. It helps to put forth a message that drinking the different flavors of vodka leads to elegant, fun environments. The decision between flavors is Amber's issue in the ad; however, the scenes make it seem as if there is no bad option as long as you're drinking Smirnoff Brand.

    Although I do not believe that the design of the product specifically targets underage drinkers, I can see why many are attracted to the brand. Elegance appeals to people of all ages, but I think that, as Sam suggests, the logo is attractive to viewers. The sleek, cool appearance of the logo and script can be attractive to younger viewers. I believe that the fruitiness, and lower alcohol content of Smirnoff Brand products also attracts many underage drinkers. Naturally, those just beginning to drink seek good tasting and less harsh products, qualities that Smirnoff constantly boasts in their ads. I do not think they should be forced to change anything about the packaging of their product because kids are going to drink under the age of 21 regardless of what the alcohol comes in. Smirnoff rightfully has the ability to market their product however they want, and it is up to teenagers to make the right decisions regarding underage drinking.

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    1. Complicating Jason's evidence:

      If people are going to drink underage, illegally, then wouldn't they opt for something higher in alcohol content and easier to come by? I feel like many underage drinkers aren't too concerned with the taste or elegance of the beverage and that they wouldn't be attracted to this commercial.

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    2. Though you're correct in the sense that the will market their product however they want, do you think it's questionable that they're making the alcohol seem nonchalant at all? The reason I say it seems more nonchalant is because of the flavors which one would think appeals more to a younger age group? It also takes place in a reasonably casual drinking scene: no bar or crazy dance club which would have age restrictions to get in. Rather, it takes place with a small group of people having a good time. This might portray drinking as less of an issue if done in certain circumstances which might sway teens more.

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  3. Prompt 1: Looks Matter

    The video's main theme is to attract consumers into their alcoholic beverage product. The video contains many visual elements to help attract consumers. Placing a model inside the commercial is a common way to attract consumers to a product. Amber Rose is used as the main product seller in the video by attracting the audience into purchasing the product with everything she does in the video. Also, the producers kept the color tone of the entire environment in the video at first blue and then golden to try and exemplify their product as a classy, nice-tasting product. People love gold and blue and by placing blue wings and golden wings on the bottle and the two color tones throughout the video, the producers attract consumers. A couple of times, the video zooms in on somone pouring a glass of the vodka, showing the bottle design clearly and attempting to attract consumers to the flow of the product while it is being poured in a glass with ice in it. Also, the video tries to display Amber Rose having fun with a bunch of people with the alcoholic beverage (in a limo laughing, on the plane enjoying herself, pouring whipped cream in another person's mouth, etc.). The producers probably assumed that if the consumers see Amber Rose, a model, enjoying her time with this alcoholic beverage, then maybe the consumers will believe they will have fun with this alcoholic beverage, too, and purchase it. The producers of this commercial may think that having great visual elements in the video will cause consumers to purchase their product, so the producers placed as many visual elements they could to catch the peoples' eyes and attract them to the product.

    I believe the fruity taste attracts the attention of consumers under the age of 21. By making it taste like marshmallows or whip cream, the taste of the alcohol is better, and many people enjoy quality-tasting alcohol rather than beer or not good quality-tasting alcohol. The way the bottle looks is also important. By making it clear with golden wings and fancy writing, the bottle attracts particular consumers to buy it. Then, when they buy the bottle, they enjoy the good taste offered from inside the bottle, as stated earlier. I think the producers of this alcoholic beverage should not change the way the canisters look because the design they place on it already attracts consumers.

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    1. Even though teenagers usually like fruit flavored vodka, is this advertisements targets towards teens? None of the settings really seem like somewhere teens usually are when they are drinking. The elegance is more for older people who can enjoy a drink without trying to hide it. Could this ad for flavored vodka, which teens enjoy a lot, be more effective towards teens if it was in a setting they were more likely to drink in, say a college party, rather than such elegant settings?

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    2. While most underage drinkers would probaby prefer to drink something that is better in taste than beer or something else cheap, most of them are also just looking for a good time at a party or hanging out with people they know. As many college students know, money can be tight and when it comes down to it, most would probably choose a cheaper alcohol over a better-tasting, more elegant, and more expensive alcohol. Underage drinkers would watch the video and see Amber Rose having a good time, but I don't think they would picture themselves drinking in a plane or a limo. Also, while the container may draw people's attention, I'm not so sure that it will make teens or other underage drinkers want to buy it instead of something else that is in a normal container.

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  4. assessing Greg's post...
    The taste may be a better taste, making the product easier to drink but I don't think this in direct correlation to younger drinking. The design on the bottle does bring in a certain audience but it doesn't seem like it is necessarily directed towards an audience under 21. Greg does bring up great arguments by mentioning visual details from the advertisement posted.

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  5. I’m responding to prompt 7 the works.

    After watching the commercial for Smirnoff and reading through the comments, only one thing was really evident to me. Nobody really cared about what the commercial was for. While I’m sure there was a large number of viewers under 21 that watched the ad to see what new beverage was going to be out on the market, not one of them genuinely cared how the alcohol itself was portrayed. The majority of the comments were based towards the center of attention, Amber Rose, and her “condition” or lack thereof. Many people commented on hating her bald head and the rest were concerned about other aspects of the ad like what kind of lip gloss she had on and what the songs playing in the back ground were. The post itself, I don’t believe, does anything in the way of promoting those under the legal drinking age of 21 to pursue purchasing this beverage. Some will perhaps stumble upon it while at a party or find a way to acquire it themselves, but the commercial itself in no way attempts to reach out to those specific viewers. Therefore, I think it’d be fair to say that the featured post does not have any effect on the people’s knowledge, values, or ideas about this type of alcoholic beverage of the way it may be viewed by those under 21.

    In regards to the questions posed, I do not think the bottles these beverages come in attract consumers under 21. Honestly, they’re simply clear bottles with a picture of a marshmallow and a dollop of whipped cream on each container respectively. While the main focus of the ad, other than being about the alcohol, was on that of a women there were several men featured throughout the commercial that seemed to be enjoying themselves also. There is no real designation for what gender of person likes marshmallows or whipped cream, those seem pretty gender neutral. The fact that they are now mixed with alcohol just seems to be an added benefactor. The producers of these alcoholic beverages should not be made to change anything about the look of the canisters because there is nothing specifically appealing about them. As most other alcohol containers they merely state the brand name, flavor, and perhaps a picture of the flavor itself. Nothing too flashy, but enough to catch the attention of those old enough to drink it.

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    1. Complicating Evidence:
      In the video, the image of the vodka bottle is displayed heavily throughout the video. I feel the design on the bottle may be appealing to an adolescent audience. The reason I believe this is because on the outside of the bottle there is a picture of a marshmellow and a dollop of whipped cream. These imagaes are appealing to an adolescent audience. How can you consider these images not part of an adolescent audience?

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