Comments on: Anti-Alcohol Ads Driving People To Drink … More http://brookstonbeerbulletin.com/anti-alcohol-ads-driving-people-to-drink-more/ Jay R. Brooks on Beer Tue, 07 Sep 2010 13:07:21 +0000 hourly 1 http://beerzine.com/?v=3.0.1 By: Smart Drinker http://brookstonbeerbulletin.com/anti-alcohol-ads-driving-people-to-drink-more/comment-page-1/#comment-19428 Smart Drinker Wed, 03 Mar 2010 13:59:17 +0000 http://brookston.beerzine.com/?p=4313#comment-19428 I'll be hunting down this research paper with vigor! Its reasonable that individuals who suffer from alcoholism and alcohol dependency might react negatively to ads that employ a consumption terrorism approach. I think, however, for the vast majority of social drinkers, they remain a nuisance that are given little consideration. And, it is the majority of social drinkers that create the drinking and driving problem. In fact, well over 70% of drivers who receive DUIs are first time offenders. So, if a little research will help the way we market social change, I'm all for it. I for one think we should approach alcohol consumption from the "informed drinker" perspective. You know, as a social drinker we all use tools to help us know what our BAC is when we drink so we don't make stupid decisions. We have a speedometer in our car to measure speed and make a conscious decision whether we're going to break the law or not. Easy. Why don't we do the same with alcohol? I purchased a forensic-quality software application called BAQ Tracker Mobile (go to www.baqtracker.com or BlackBerry's App World) and use it every time I go out socializing with friends to make sure I really am ok to drive. I love it and have been spreading the word ever since I bought it! I’ll be hunting down this research paper with vigor! Its reasonable that individuals who suffer from alcoholism and alcohol dependency might react negatively to ads that employ a consumption terrorism approach. I think, however, for the vast majority of social drinkers, they remain a nuisance that are given little consideration. And, it is the majority of social drinkers that create the drinking and driving problem. In fact, well over 70% of drivers who receive DUIs are first time offenders. So, if a little research will help the way we market social change, I’m all for it. I for one think we should approach alcohol consumption from the “informed drinker” perspective. You know, as a social drinker we all use tools to help us know what our BAC is when we drink so we don’t make stupid decisions. We have a speedometer in our car to measure speed and make a conscious decision whether we’re going to break the law or not. Easy. Why don’t we do the same with alcohol? I purchased a forensic-quality software application called BAQ Tracker Mobile (go to http://www.baqtracker.com or BlackBerry’s App World) and use it every time I go out socializing with friends to make sure I really am ok to drive. I love it and have been spreading the word ever since I bought it!

]]> By: Brad http://brookstonbeerbulletin.com/anti-alcohol-ads-driving-people-to-drink-more/comment-page-1/#comment-19208 Brad Tue, 02 Mar 2010 18:33:42 +0000 http://brookston.beerzine.com/?p=4313#comment-19208 I'm reminded of the recent ONDCP anti-marijuana ads that did everything from making fun of couch-bound stoners to suggesting that pot will cause people to shoot each other, let babies drown and run over little kids. The ads took essentially the most outlandish, unlikely scenarios imaginable and trotted them out as probable outcomes of marijuana use. Not only would I bet that experienced marijuana users would simply scoff at these ads, but it's easy for them to call the ONDCP's bluff by affirming that the tragedies depicted in the ads basically never result from smoking pot. Thus, the message loses all its impact and users are able to rationalize continued, if not elevated, levels of use because the warnings in the ads do not seem realistic. Similarly, you have the recent national TV ads that feature drunk people driving around cars filled with beer and cocktails that close with the stern admonishment "If you drive drunk, you WILL be caught." Unfortunately, most people know that the risk of getting pulled over when driving while intoxicated is actually fairly low, so the ad makes a threat it cannot follow through on, and audiences know this. I’m reminded of the recent ONDCP anti-marijuana ads that did everything from making fun of couch-bound stoners to suggesting that pot will cause people to shoot each other, let babies drown and run over little kids.

The ads took essentially the most outlandish, unlikely scenarios imaginable and trotted them out as probable outcomes of marijuana use.

Not only would I bet that experienced marijuana users would simply scoff at these ads, but it’s easy for them to call the ONDCP’s bluff by affirming that the tragedies depicted in the ads basically never result from smoking pot. Thus, the message loses all its impact and users are able to rationalize continued, if not elevated, levels of use because the warnings in the ads do not seem realistic.

Similarly, you have the recent national TV ads that feature drunk people driving around cars filled with beer and cocktails that close with the stern admonishment “If you drive drunk, you WILL be caught.” Unfortunately, most people know that the risk of getting pulled over when driving while intoxicated is actually fairly low, so the ad makes a threat it cannot follow through on, and audiences know this.

]]>