Psychology 20 - Attitudes: Alcohol on the web

Alcohol on the Web

One of the things that influences us and shapes our values and attitudes is advertising. 

You will be completing the following 3 part assignment by following each step and recording your work in a word document. Please copy and paste the activities into your document.

Attitudes satisfy important needs such as:

• Gaining approval and acceptance from others.
• Enabling us to make sense of our world, to cope with everyday decisions, and to feel that we do understand.
• Protecting people from becoming aware of harsh, uncomfortable truths about themselves or their world
• Demonstrating our uniqueness and what is important to us.

People experience an uncomfortable feeling or stress when they become aware of inconsistencies in their thoughts.  For example, when a person knows that smoking is bad for their health but they still smoke, they may develop various attitudes that will rationalize their behavior, such as:

1. I'll quit smoking.
2. It’s only a statistical danger.
3. It’s not dangerous to me.
4. Smoking keeps my weight down.
5. Dangerous?  They’ll come up with a cure

Explicit attempts at changing attitudes often involve persuasion.  We tend to be persuaded by arguments that have a credible source, such as an expert on a particular topic, or an attractive source, such as a handsome or beautiful model.  

Our attitudes are influenced constantly by other people.  Sometimes people persuade us to change our minds using reasoned argument; sometimes they use subtle manipulation; and sometimes outright coercion.

• The drip, drip, drip of a repeated idea.
•  Have arguments presented by someone who is considered admirable, knowledgeable or beautiful.
•  Link the message with a good feeling.
• Suppress an individuals ability to reason, think critically, and make choices in his or her own best interests for example putting someone under physical or emotional distress or when new identity based on the group is created.
• Messages that do not appear to be designed to change our attitudes are often more successful in this respect than ones that seem intended to reach this goal.  In other words, we generally don’t trust and generally refuse to be influenced by persons who deliberately set out to persuade us.

• Experts are more persuasive than non-experts.
• Attractive sources are more effective in changing attitudes than unattractive ones.
• People are sometimes more susceptible to persuasion when they are distracted by some extraneous event than when they are paying full attention to what is being said.
• People who speak rapidly are often more persuasive than those who speak more slowly.
• To be persuasive, the communicator, the person trying to effect attitude change, must project integrity, credibility and trustworthiness.  If people don’t respect, believe or trust the communicator, they are unlikely to change their attitudes.  Researchers have also found that the perceived power, prestige, celebrity, prominence, modesty and attractiveness of the communicator are extremely important.
• A clear, convincing and logical argument is the most effective tool for changing attitudes especially attitudes with emotional content.  
• Communications that arouse fear are effective in motivating attitude change, especially when health issues are concerned and the communicator does not overdo the fear appeal.  
• Researchers have also found that if people hear a persuasive message often enough, they begin to believe it, regardless of its validity.
• People are most susceptible to attitude change in their early adult years.  People of high intelligence are less likely to have their opinions changed, and people with high self-esteem tend to be similarly unyielding.  However, when a friend tries to change a person's attitude, attitude change is far more likely .

Assignment Part 1

The reason that we are thinking about this is that our attitudes affect our actions.  So if we can be aware of our attitudes and where they come from we can hopefully make better informed decisions.
List 10 things that come to mind when you think of BEER? There is no right or wrong answer to this.  Just make a list; it could be anything from the beer ad slogans, to drinking and driving ads, or just simple words like fun, or puke.  

1.  
2.  
4.  
5.  
6.  
7.  
8.  
9.  

Now place the words that you have listed above under the category below that you think the message bests fits for.  Each word can be used more than once and you can add more as you think of them.

Family(extended family, siblings, parents)
Government (liquor stores, Health Canada, Provincial Regulators)
Media(TV, Movies, Sports, Music)
School (teacher, principal)
Medical and Anti-drinking Groups (MADD, SADD, Police, Physicians)
Friends and Peers
Which of the above do you think has had the biggest influence on your attitudes toward drinking. Explain.

Part 2

Advertising and Alcohol

We are going to look a bit more in detail about how alcohol advertisers are trying to sway your attitudes about alcohol and drinking.

• Complete the following quiz on line about alcohol and advertising.  
1. What was your score at the end of the quiz?  
   
2. Discuss three items that you answered incorrectly or three facts that you did not know before.
   
• Read the following document on the 7 Myths that Alcohol Advertisers Want you to Believe and answer the 10 questions at the end of the article.
1. What are some of the myths promoted by the alcohol industry?
2. In addition to commercials, what are some other ways that the media sends us messages about drinking?
3. What are some of the negative consequences of drinking?
4. What strategies are used in alcohol ads to sell us products?
5. Who are the primary targets of alcohol ads?
6. According to alcohol companies, why do they advertise?
7. What would happen to the alcohol industry if people consumed only "moderate" amounts of alcohol?
8. According to the article, what is the primary purpose of mass media?
9. How do ads contribute to attitudes about drinking?
10. What solutions does this article recommend?

• Read the following article analyzing ads for alcohol then complete the Myth Work Sheet where you will identify the myths, messages, and attitudes that the ads are trying to promote

Part 3

Public Service Ads

• Let’s have a look at how Public Service Ads are trying to change your attitudes about teenage drinking.  Public Service Ads use different approaches to direct their messages, such as:
1. Humor (Catches your attention, especially for kids and teens, but humor may trivialize serious issues.)
• Adbusters
• Screwed
  
2. Shock treatment (Provides a realistic look at an issue, but may turn people off entirely. Also, broadcasters may be reluctant to broadcast PSAs they feel may be too controversial.)
• Before and After
• Drinking and Driving is No Accident
3. Serious Messages
• Radio Ad
• Television Ad
• Don’t let Good Times Turn Bad
• Best Night of My life
• The last thing you remember is dancing

Activity - Now that you have viewed a variety of ads and public service announcements you are going to create your own PSA. Remember to include imagery, a catchy and/or shocking statement that warns against the consequences of alcohol - especially for youth. You may use any of the editing software found on your computer. Please discuss your plan with me before you begin.

Conclusion - Now that you have a bit more information on attitudes and have an in depth look at how advertising and alcohol are used to influence your attitudes on alcohol answer the following questions:

1. What are your attitudes about teenage drinking? Give a 150 word summary of your attitudes and beliefs about teenage drinking and alcohol.

2. Which type of ads do you think have had the biggest influence on you; Advertisements for alcohol, or Public Service ads.  Explain your answer in a minimum of 150 words.