The Super Bowl Decoded!
The Drug-Free Action Alliance [DFAA] has conducted extensive research to express the concern involving alcohol advertisement. The scary truth revels that the more youth are exposed to alcohol advertising, the more likely they are to consume alcohol underage.
The NFL, and especially the NFL Super Bowl is well known for its commercials, particularly commercials advertising alcohol and related products. Their appeal with humor, color and music is undeniable to their target audiences. However, there is a hidden issue with such commercials. 18% of the Super Bowl’s audience is under the age of 21. Peter Webinar said that usually there are 58 commercials shown throughout the infamous Sunday game. Budweiser® usually holds 8 to 10 of them!
On February 5th, 2012, the Drug Free Action Alliance [DFAA] conducted a short research study that surveyed over 40,000 middle and high school students this year to see what Super Bowl commercials had a lasting impact on them.
Of the 111.3 million viewers for this year’s Super Bowl, the 40,000 students who voted said their top five commercials were:
1. M&M’s: Just My Shell
2. Doritos: Dog Buries Cat
3. Doritos: Sling Shot Baby
4. Bud Light: Rescue Dog Wego
5. Skechers: Dog Race
The DFAA said, “While snacks beat out beverages and a candy treat took top spot, alcohol once again surfaced as a Big Bowl Vote favorite; appealing to both middle and high school students. We know that the more children are exposed to alcohol advertising, the more likely they are to drink underage. Though the Super Bowl itself is likely gone from their thoughts, the commercials will linger on, as they continue to pop up on our televisions and computers for months to come.”
This is an important message to spread because we know we cannot possibly shield our children from every alcohol advertisement but we can use the commercials as “Teachable Moments” by teaching them to decode the messages of commercials. Any type of media using luring effects such as humor to influence others but a critical eye, ear and mind can help kids make healthier lifestyle choices and avoid the pressures of the media to drink, smoke and use other drugs.
STEPS and DFAA encourage all parents and adults to TRY THIS: “Watch any TV show with your tween/teen. When the commercials come on, encourage your child to pay close attention, then pose these questions to decode the message:
1. Who do you think created this commercial?
2. What techniques did they use to get your attention?
3. What do they want you to do after seeing their message?
4. Would this be a healthy choice for you?
5. Do you think your health and safety are important to the ad sponsor?
6. How do you feel about it now?
Another great opportunity for a similar conversation is in the car, when you have a captive audience. When an advertisement comes on the radio, listen together and then break it down to figure out the real message. It doesn’t have to be an alcohol advertisement to be a learning experience. The key is to teach your child that no matter the product being promoted, there is an advertiser with an intended message. It is up to your child to think critically to interpret that message and apply it his/her life appropriately.”