Company Investigation Guinness
And an interview with a publican was also conducted with the barman from Sally Longs. Aims The aim of this report will be to gain an insight into the world of alcohol advertising and to see how this works in Ireland and also how this has changed over the years. It will explain the history of alcohol advertising in Ireland and try to figure out how it could change in the future. Hopefully through using a survey we can find out what other people think about this subject. Included in the report will be a case study on Guinness drinks company to see how they have advertised their product over the years.
Also an interview will be done with a publican to try and see things from a different point of view. Further research will be carried out using the internet. [pic] [pic] Introduction Alcohol use in Ireland is a much debated and analysed subject. Every year there are numerous murders, hit and runs and violence blamed on alcohol. We can not open our daily newspaper without being confronted with another story on this subject. Some people even go as far as to stereotype Ireland as a nation of Guinness Guzzling Lunatics who like to get into a good row. How has advertising played a part in all this.
Hopefully through reading this report, things will become a bit clearer. Alcohol Advertising Today Alcohol advertising is the promotion of alcohol by producers through a variety of media. Along with tobacco advertising, it is one of the most regulated forms of marketing. Some or all forms of alcohol advertising is banned in some countries. Let’s take a look on how it works is in Ireland today. The intended audience of the alcohol companies have changed over the years, with some brands being specifically targeted towards a particular group or groups.
Some drinks are seen as a male drink, Like beer and whiskies, while others are drunk by females. Some brands have allegedly been specifically developed to appeal to people that would not normally drink that kind of beverage. One area in which the alcohol industry have faced criticism is in their alleged targeting of young people. Central to this is the development of alco pops–brightly coloured drinks with names that may appeal to a younger audience. However, numerous government and other reports have failed to support that allegation.
Despite this the barman with whom I conducted an interview felt that young people do not drink too much and also that alcohol advertising does not affect their choice, he noted in his opinion advertising did not help him to sell more alchohol, although this could have been a biased opinion. He did note though that during his eighteen years in the pub business he has noticed a worrying increase in binge drinking among young people. In closing he added that drink companies are guilty of trying to glamorise alcohol consumption. There have been several disputes over whether alcohol advertisements are targeting teens.
There happens to be heavy amounts of alcohol advertising that appears to make drinking fun and exciting. Alcohol advertisements can be seen virtually anywhere, they are especially known for sponsoring sporting events, concerts, magazines, and they are found anywhere on the internet. Most of the vendors’ websites require an age of 21 to enter, but there is no restriction besides simply entering a birth date. With the catchy slogans, the idea that drinking is trendy, and no mention of the negative side of excessive use such advertising could be very harmful.
Whilst recently conducting an interview with the barman from Sally Longs pub in Galway he noted that in his opinion young people do not tend to drink too much although he has noticed a huge increase in the amount of people binge drinking, he also added that he felt that the big advertising campaigns had little or no effect on what drinks people chose. Whether young people are directly targeted by alcohol advertisers or not, they are exposed to alcohol advertising on television, in print media, and on radio.
In fact, 45% of the commercials that young people view each year are advertisements for alcohol. A first question to be answered through rigorous research, therefore, is whether alcohol advertising does have an impact on alcohol consumption amongst young people. [pic] Sport Although tobacco companies have been the main source of financial backing in Formula One, some alcohol brands have also been associated with the sport. For example, Budweiser appears on the Williams F1, Becks have been Jaguar’s sponsor and Johnnie Walker has sponsored McLaren since 2006.
Anheuser-Busch, being a conglomerate with non-alcoholic properties, complies with the French alcohol advertising ban in Formula One by placing their Busch Entertainment theme park logos where their Budweiser logo would appear on the Williams f1 car at races where alcohol advertising is banned and in Middle Eastern countries, where alcohol advertising is discouraged. Diageo are a major sponsor of many sporting events through their various brands. For example, Johnnie Walker sponsor tournaments along with the Team McLaren Formula One car.
In football too, alcohol advertising has been ever present. Carlsberg as mentioned were the main sponsors of Liverpool football club for years and they also are one of the main sponsors of the English FA. In Scotland too alcohol advertising is ever present, Carling were replaced as sponsors with yet another alcohol company Tennents. However not all countries are like this, in France laws are extremely strict and alcohol companies are prohibited from sponsoring kits and advertising on TV during games is also prohibited. http://www. absoluteastronomy. om/topics/Alcohol_advertising [pic] How it has changed. Alcohol advertising has changed hugely over the past number of years. Never has there been more legislation or restrictions on how companies can advertise their product to the public. A publican noted how he feels the advertising industry is almost unrecognisable now to what it was in the past number of years with the content of advertisements completely different to what he would have seen even a decade ago, despite this he thinks people will drink what they like to drink anyway.
Although this is true alcohol companies are still sponsoring some of our top sports teams and competitions along with advertising on TV and at major concerts and events albeit not to the same extent as they were maybe ten years ago. There have been many new laws and restrictions put in place to control the content put into advertising campaigns. More and more the public have been made aware of the negative aspects of alcohol usage most noticeably so with the road safety authority ads which have appeared on our TV screens over the past number of years.
Even with all this negative attention companies are still managing to get their products into the public eye, but how are they doing this which such success? Recently Dutch brewing giant Heineken which also owns the brands Strongbow and Amstel announced that it would “continue to spend on marketing and product innovation, identifying both as key factors of brand equity and overall success”. A success, which led to, a 205% increase in profits for the first half. Perhaps thanks to its cheeky vials that have surfaced on you tube, a ploy which companies are employing more and more to keep old and get new customers.
They do this as it is much cheaper and there are less restrictions on what content can be posted on this particular website. Although not all companies have been so fortunate with Carlsberg most notably losing their multi million pound sponsorship deal with Liverpool football club, along with Danish giants Copenhagen F. C but they have managed to extend their deal with the English F. A to be the official beer of the national team and the far cup for the next 19 years, which might make losing the other deals a bit easier to handle.
In closing, the face of alcohol advertising has and will continue to change hugely over the foreseeable future. Gone are the days when punters will part with their hard earned cash because “Guinness is good for you” now replaced with the soul intention of just getting wasted and enjoying themselves. Never has there been more completion between companies to get people to purchase their products with big firms spending obscene amounts of money annually on massive advertising campaigns.
One thing is for sure even though their content will be restricted much more than in the past alcohol advertising will still be around for a long time to come. Laws As mentioned earlier in the report there have been a number of new laws and acts to restrict what companies can put into their advertising campaigns. Along with alcohol tobacco advertising is also a highly regulated form of marketing. In some countries alcohol advertising has even been banned completely. Through scientific research health agencies have been able to show a link between alcohol advertising and alcohol consumption.
However it has not been proven that alcohol advertising causes higher levels of beer consumption. It is in the alcohol industries interest to demonstrate that effective campaigns only increase a producers market share and also brand loyalty. Monitoring Body On 15 December 2005 the Tanaiste and Minister for Health and Children, Mary Harney TD, launched the Alcohol Marketing Communications Monitoring Body. It will oversee the implementation of and adherence to voluntary codes of practice intended to limit the exposure of young people to alcoholic drink advertising via cinema, TV, radio or outdoor media.
The voluntary codes were drawn up by the Drinks Industry Group of Ireland, the Association of Advertisers in Ireland and representatives of the media in response to concerns raised by the Department of Health and Children. The codes cover both the content and the placement of alcohol advertisements. The Monitoring Body will comprise representatives of the Health Promotion Unit of the Department of Health and Children, the Broadcasting Commission of Ireland, the Drinks Industry Group of Ireland and the Advertising Standards Authority. pic] Research Recent Irish research and inquiries have not reached aggrement on how best to control alcohol advertising. There have been recommendations for revisions of the advertising codes and the establishment of effective monitoring, for self-regulation by means of a steering group including the drinks and advertising industries to establish an independent monitoring mechanism to ensure compliance with codes and regulations, for legislative controls, and for an outright ban on alcohol advertising. Recent Developements
At EU level, there is a similar lack of agreement on the most appropriate means of ensuring a reduction in the exposure of young people to alcohol advertising. (ref www. drugsandalcohol. ie) Some places where alcohol advertising can and has been banned are on buses, trains, billboards, supermarket trollies’, near schools and also at theme parks. Events such as festivals etc have also faced bans and restrictions on what they can advertise. On the tenth of June 2009 Irelands alcoholic drinks industry rejected calls for new laws to govern drinks advertising on TV.
This was in response to the National Youth Council of Ireland’s recommendation that a 9. 00pm watershed should be applied, and financial penalties for breaking of the rules should be laid down. It is now 2011 and this watershed has yet to be introduced. This is quiet worrying as this demonstrates that Ireland is still somewhat behind many of its European counterparts who have already introduced this type of watershed and even more extreme measures of prevention.
Although these particular proposals were not passed, on the 24th of April 2009 Minister for Health Promotion and Food Safety, Pat Gallagher passed a motion which would ensure that young people would not face as much exposure to alcohol advertising as in the past. A significant element of these new codes will be placing a limit of 25% on the volume of all alcohol advertising. In short this means that alcohol advertising will be limited to no more than 25% of available space at any time or occasion across all Irish Media.
Additional restrictions, have been placed on the times and places that alcohol advertisements can be scheduled. [pic] Case Study Guinness Drinks Co Guinness are probably of the most, if not the most famous and recognised brands of alcohol available today. You can purchase a pint of the black stuff in any of the 50 States of America, Nigeria, China and Japan. Who would have thought that in 1725 in the small town of Cellbridge Co Kildare that a boy would be born and grow up to be one of the most well known names in the brewing industry, Arthur Guinness.
It all started in 1725 when a young Arthur received an inheritance of ? 100 from Archbishop Price. Just three days later he set up a business as a brewer in Leixlip Co Kildare. From there his business grew and grew. In 1769 the first ever export shipment of Guinness leaves Dublin bound for England, this would prove to be the start of a legacy that would go on for hundreds of years and ensure Arthur Guinness would not be forgotten after his death in 1803. Following his passing his son Arthur Guinness II was put in charge of the company and it continued to go from strength to strength under his control.
He set out precise instructions for brewing Guinness, which to this day remain intact. Shipments of Guinness began to get sent to exotic places such as Barbados, Trinidad and Sierra Leone even as far as Asia for the first time in the 1860s, with the Guinness plant itself undergoing massive changes at this time, with the plant almost doubling in size as the business continued to grow rapidly. In the early 1900s, Guinness began to break into the American Market. The largest grocery firm in the world at that time, Seagal Cooper, began bottling Guinness for sale in the USA.
Things continued to go well until June1944 when due to the Second World War a ban was put in place on all exports lasting until July 1947. This was not a major problem however as business was soon as busy again. By 1985 Guinness was being sold in 120 countries and brewed in 25 with 4 million pints drank daily. But why has Guinness been so successful? In my opinion it is not the best tasting alcohol available not is it the cheapest, despite this Guinness is arguably the most well known brand available today, in my opinion Guinness as been so successful because of its ingenious advertising campaigns which have attributed to Guinness becoming a worldwide recognised brand such as McDonalds or Coca Cola. But what is it about the ads that makes them so successful? Advertising Guinness have always tried to put a somewhat amusing spin on things combining what is going on at any specific time with clever imagery and sometimes animation designed to grab potential customers attention, for examples of this we can look back to even the 40s when Guinness made many military themed adverts to coincide with world war 2.
Many people thought this was a very risky marketing ploy but for Guinness it paid off with great success which profit margins increasing hugely at this time. From old age pensioners to young kids nearly everybody is familiar with Guinness in one form or another, somewhat of an achievement in a society where alcohol is often frowned upon and advertising of which is much more restricted. Guinness’ advertising campaigns have helped to shape the company’s image and have a huge impact on its overall success in what is a hugely competitive market, the first ads began to appear in the 30s with the famous toucan mascot being introduced to the public. t was at this time also that famous but somewhat untrue slogans for the company started to gain media coverage such as “Guinness is good for you” and “Guinness gives you strength” neither of which i believe would be permitted today. Throughout the next 20-30 years the advertisements did not change hugely and saw Guinness stick with the tactic of grabbing the customers attention through humourous imagery and clever catchphrases aided of course by the famous mascots. The first TV ads came to light in the 50s with the animated toucan coming to life on screen.
More recently in what is a very pc era Guinness have not been able to use the toucan or their iconic slogans much but have still managed to keep and even improve market share. They have done this by completely reinventing their campaigns with multi-award winning success. Guinness spend millions on their campaigns annually to ensure their circulation and success in an industry where placement and timing is everything. Alcohol advertising survey Age bracket: 18-2424-3030-3535+ 1. Do you drink alcohol? YN 2. If so how often would u drink? RarelyOften Very Often 3. Does Alcohol advertising ever effect your choice?
A lotNeverOften 4. Do you think some alcohol companies can be found guilty of specifically aiming ads at younger people? YN 5. Do you think it would be a good idea to restrict alcohol advertising at sporting events? YN 6. Or on TV? YN 7. Do you feel like because of shows like jersey shore and for other obvious reasons that there is a lot of pressure put on people to start drinking younger when exposed to media of this type? YN 8. Can u give one example of an easily recognisable advertising campaign to promote alcohol? 9. Do you agree that alcohol usage can have negative impacts on a person’s health?
YN Statistical Analysis To get even more of an insight into how people feel about alcohol advertising, and the alcohol industry in general in Ireland I designed a survey using questions I felt would get me the information I needed to obtain such an insight. My main goals in doing this survey were to see how much opinion differs from person to person when it comes to this subject and also how many people actually drink alcohol. I found some of the results to be quite surprising, one in particular was the percentage of people who actually consume alcohol on a regular basis with 88% of people answering yes.
I found this to be surprising, considering that the majority of people taking part were aged under 20. I have discovered from the results of the survey that 60% of people do not think that alcohol advertising effects their choice but I believe that it could at a more subconscious level taking into account the level of advertisements we are exposed to on a daily basis. I also wanted to find out if people thought that companies do in fact aim adverts at younger people and was not surprised when 88% said yes. I think this is especially worrying as the public are aware of this but still very little is being done about it.
Most people said that they would like to see advertising more restricted on TV and at sporting events, they also thought that unnecessary pressure is put on people to drink younger due to the type of media that they are exposed to like Jersey Shore and shameless etc which both can be found guilty of glamorising drinking. Also causing it to become something that people can associate with success when watching shows of this type. People seem to be quite well aware of the negative impacts alcohol can have on our health though as 96% agreed that it is bad for your well being. Closing Statement
In closing I am not someone who thinks that alcohol is the cause of all the problems in society today and nor do I think that it or advertising for it should be banned as I am someone who would have an occasional drink myself. I do however feel that in doing this report I have become aware of some worrying problems associated with drinking, the thought that companies could be intentionally targeting me and other young people like me with their campaigns is quite scary considering that it is something that is highly addictive and can be detrimental to a persons ability to achieve success when it becomes a problem.