Level(s): Grade 4 to 8
Overview
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In this lesson, students learn why the alcohol industry needs replacement (new) drinkers and how it exploits the needs and desires of young people in order to foster brand loyalty. The lesson begins with a quiz about tobacco and alcohol, followed by class discussion on the alcohol industry and the rules surrounding alcohol advertising in Canada. The work sheet
Facts about Young Drinkers provides students with up-to-date statistics on alcohol consumption by young people, and it can stimulate a class discussion about why kids drink. In the activity
Whaddaya Say! students compare what alcohol companies say about their advertising campaigns with the opinions of researchers, child development experts and educators. As a homework assignment, students develop their own frameworks for alcohol advertising.
Learning Outcomes
Students will demonstrate an awareness of:
- the similarities and differences between alcohol and tobacco and the advertising laws that apply to each
- the drinking habits of Canadian and American kids and teens
- the alcohol industry in Canada
an understanding of:
- the consequences of alcohol and tobacco use
a beginning awareness of:
- the codes and guidelines that govern alcohol advertising in Canada
- the ethical considerations surrounding alcohol advertising
- why young people are a potentially vulnerable group when it comes to alcohol advertising
Preparation and Materials
Procedure
For older grades, distribute the Tobacco and Alcohol Quiz. Once students have completed the questions, take up their answers. (Teachers of younger grades might prefer to create an overhead of this quiz and present it to students one question at a time.)
Class Discussion
As we found out in the quiz, in Canada the alcohol industry doesn't face the same advertising restrictions that tobacco producers do. While tobacco companies aren’t allowed to advertise their products in the media or through sponsoring sporting and arts events, alcohol companies are allowed to advertise alcoholic beverages to adults.
- Why do you think alcohol companies can advertise but tobacco companies can't?
The logic here is that moderate alcohol consumption will not endanger your health, whereas there is no such thing as “safe” smoking levels. But we all know that many health risks are associated with alcohol consumption. (Have students brainstorm the negative health effects of drinking.)
- Given these health concerns, do you think alcohol companies should be allowed to advertise? (Take a show of hands.) Why or why not?
- How much money do you think alcohol companies spend on advertising every year in Canada? (Over $160 million.) In the United States? ($2 billion – with over half of this amount going to beer advertising.)
This is a lot of money, but alcohol companies and government liquor stores make lots of money. (In 2002, alcohol sales in Canada totalled $14.5 billion. Of this amount, the provincial and territorial governments received $3.9 billion.)
Alcohol companies can advertise to adults, but not to kids and teens. But research has shown that despite this restriction, many young people begin drinking at a young age.
- Can you think of any reasons why younger kids are drinking?
Place Facts about Young Drinkers on the overhead and review and discuss each of the points with students. (Teachers of younger grades may want to draw pie charts on the board to help students put the following percentages into perspective visually: 66 per cent of Grades 7-12 students in Ontario drink alcohol; 40 per cent of Ontario Grade 7 students have tried alcohol; 47 per cent of American Grade 8 students have tried alcohol.)
Ask students:
- Why do you think kids and teens might be a vulnerable group when it comes to alcohol and alcohol advertising? (Young kids lack the experience to question the positive depictions of drinking that are promoted in popular culture. Many adolescents want to appear more "grown up"; are curious and want to try out new situations; are at a time in their lives when they are exploring and pushing boundaries; and are actively seeking the approval of their peers.)
- What might be some of the reasons kids and teens drink? (Answers may include: to relax, to be more confident in social situations, to reduce stress and worry, to feel more powerful, to be accepted socially, to look older and cool.)
Let's go back for a minute to advertising. We know that alcohol companies are allowed to advertise alcoholic beverages. Can you think of some ways they do this? (Have students brainstorm all the ways in which alcoholic beverages are advertised. The list should include formal advertisements such as magazine, television, radio and billboard advertising, and "informal" advertising through Web sites, store promotions, clothing, accessories and sponsoring of sports and arts events.)
- Are there any rules or laws in Canada that apply to alcohol advertising? Can you think of any? (Canadian law forbids advertising messages that could harm young people. Messages can't influence non-drinkers to drink; can't appeal to underage teens; can't mix drinking with high-risk activities; can’t imply that drinking will make you successful, popular or athletic.) (For teachers who wish to explore these regulations in detail, see the sidebar links to the CRTC Code for Broadcast Advertising and the Summary of Provincial Guidelines.)
- Who makes these rules? (In Canada alcohol companies are guided by voluntary industry codes, provincial guidelines and regulations, and broadcasting codes.)
Although there's no conclusive evidence that alcohol advertising causes kids and teens to drink, researchers have concluded that, combined with other factors, it does, for some kids, have a positive effect on expectations and knowledge about drinking and intentions to drink. And there's little doubt that messages about alcohol in the media reinforce the idea that drinking is a normal, desirable part of life – and a normal passage into adulthood for teens. In fact, when asked about teen drinking, most kids think young people drink much more than they really do, because that's what the media would have us believe.
Let's take a look at what the alcohol industry tells us about its advertising strategies, and compare this with some counter-arguments from researchers, health practitioners and educators.
Place the overhead Whaddaya Say onto the projector. Go through the three main points made by alcohol companies, covering the corresponding comments by researchers. Ask students to provide their own counter-arguments before reviewing the experts' responses.
Class Activity: You Be the Judge
We're now going to look at some alcohol-related ads and products. (Put You Be the Judge onto the overhead projector.) Decide whether or not they would appeal to kids and teens. (Ask students to debate each item and have note-takers record their reasons in point form on the board. Once completed, review the main points that were made – especially those regarding strategies that would attract kids.)
Homework
- If you were responsible for making the rules for alcohol advertising in Canada, what would they be?
- List each of your rules, and explain the reasoning behind them.
Extension Activity (Grades 7 and 8)
Have students read the article Ad Hangover and respond to the questions.
