Michelle Bowers
Course: Freshman Seminar
Unit Title: Alcohol Advertising and Students
Duration: 9- 50 minute class sessions
Course Objectives:
At the end of this unit students will be able to…

Identify the audience and function of an advertisement.

Analyze an advertisement using the TAP model

Effectively communicate with others

Identify concerns of alcohol use
Day 1:
Activities

Begin watching Spin the Bottle
Readings


Television Beer Advertising and Drinking Knowledge, Beliefs, and Intentions among
Schoolchildren by Joel W. Grube and Lawrence Wallack
The Influence of Alcohol Advertising on Students’ Drinking Behaviors by Peggy J.
Pedersen
Day 2:
Activities



Finish watching Spin the Bottle
Introduce article review paper
Discuss readings
Readings


Defensive Responses to an Emotive Anti-Alcohol Message by Stephen Brown and Emma
Locker
Does Alcohol Advertising Promote Adolescent Drinking? by Phyllis L. Ellickson et al
Michelle Bowers
Day 3:
Activities

Library instruction
Readings

The Effects of Increased Cognitive Involvement on College Students’ Interpretations of
Magazine Advertisements for Alcohol by Erica Weintraub Austin et al.
Day 4:
Activities


Compare ads in newspapers and magazines
Discuss readings
Readings



Alcohol Advertising in College Sports on TV by Center for Science in the Public Interest
The Frequency and Nature of Alcohol and Tobacco Advertising in Televised Sports, 1990
through 1992 by Patricia A. Madden and Joel W. Grube
The Final Score: Beer 21, Dot Coms 0 by Jerry Della Femina
Day 5:
Activities



Watch and discuss Super Bowl commercials
Discuss connection between alcohol and sporting events
Discuss readings
Readings

Association Between Adolescent Viewership and Alcohol Advertising on Cable Television
by Paul J. Chung et al.
Day 6:
 Article review due
Michelle Bowers
Activities



Analyze sample advertisements
Introduce advertisement review paper
Discuss readings
Readings


Alcohol Product Placements and the Third-Person Effect by Dong-Hee Shin and Jun Kyo
Kim
Do We Act upon What We See? Direct Effects of Alcohol Cues in Movies on Young
Adults’ Alcohol Drinking by Renske Koordeman et al.
Day 7:
Activities



Discuss product placement in films/TV programs
Anti-alcohol advertising and promotions
Discuss readings
Readings


Alcohol Marketing in the 21st Century: New Methods, Old Problems by Sarah M. Mart
Defensive Responses to an Emotive Anti-alcohol Message by Stephen Brown and Emma
Locker
Day 8:
 Advertisement review paper due
Activities


Anti-alcohol advertising and promotions
Present advertisement reviews
Day 9:
Activities
Michelle Bowers

Present advertisement reviews
Article Review Assignment
During the library instruction class students will be taught how to search for articles using the
library databases. Using this knowledge students must select a topic pertaining to alcohol use in
the media and find a scholarly article on this topic. Students will analyze and respond to their
article in a two page written review. The first part of the paper should be a review or synthesis
of the article, the second part should contain an argument or specific agreement with the article
as a whole.
Sample topics include:
Alcohol use in Disney films
Alcohol related crimes in TV crime dramas
Underage drinking in teen oriented films
Portrayal of “bar scenes” in films
Alcohol and sporting events
Advertisement Review Assignment
Students will need to choose one advertisement portraying alcohol to review and analyze.
Students will use the TAP model to review and evaluate the advertisement. Students may choose
to analyze a print ad or a video ad; however, their ad needs to be approved beforehand. If using
a print ad, please include a copy of the ad with your project. If using a video ad, please include a
link to the ad online in your project. Students will also need to present a short presentation on
their advertisement. Their presentation should be 4-5 minutes long in which they show their
advertisement and quickly evaluate their ad for the class.
Michelle Bowers
Article Review Assignment Rubric
Paper begins
and stays on
topic
Not Complete/
Not Turned In
No Material
Submitted to
Meet Standard
Below
Expectations
Paper is mainly
off topic
Meets
Expectations
Paper remains on
topic with few
lapses
Exceeds
Expectations
Paper remains on
topic throughout
Student offers a
clear review of
the article
No Material
Submitted to
Meet Standard
Student
summarizes
article, but does
not analyze
Student gives a
review of the
article: analyzing
the majority of
the main points
Student gives a
thorough review
of the article and
analyzes all of
the main points
Student
evaluates and
offers
arguments to
the article
No Material
Submitted to
Meet Standard
Student does not
effectively
evaluate the
article
Student
effectively
evaluates the
article, and offers
at least one
argument
Paper has no
grammatical or
spelling errors
No Material
Submitted to
Meet Standard
Paper has
numerous
grammatical and
spelling errors
Paper is well
written with no
more than two
(2) grammatical
or spelling errors
Student
effectively
evaluates the
article and
incorporates
multiple
arguments
Paper is well
written with no
grammatical or
spelling errors
Student uses
proper citation
style (MLA or
ALA)
No Material
Submitted to
Meet Standard
Student
incorrectly cites
all quotations
and articles
Student correctly
cites the majority
of quotations and
articles
Comments:
Students
correctly cites all
quotations and
articles
Michelle Bowers
Advertisement Review Assignment Rubric
Not Complete/
Not Turned In
Below
Expectations
Meets
Expectations
Exceeds
Expectations
Student
effectively uses
the TAP model
to analyze the
advertisement
No Material
Submitted to
Meet Standard
Student cannot
identify key
aspects of
advertisement
Student identifies
at least 3 key
aspects of the
advertisement
Student identifies
5 or more key
aspects of the
advertisement
Paper begins
and stays on
topic
No Material
Submitted to
Meet Standard
Paper is mainly
off topic
Paper remains on
topic with few
lapses
Paper remains on
topic throughout
Paper has no
grammatical or
spelling errors
No Material
Submitted to
Meet Standard
Paper has
numerous
grammatical and
spelling errors
Paper is well
written with no
more than two
(2) grammatical
or spelling errors
Paper is well
written with no
grammatical or
spelling errors
Student uses
proper citation
style (MLA or
ALA)
No Material
Submitted to
Meet Standard
Student
incorrectly cites
all quotations and
advertisements
Student correctly
cites the majority
of quotations and
advertisements
Students
correctly cites all
quotations and
advertisements
Student gives a
clear and
through
presentation
No Material
Submitted to
Meet Standard
Student is hard to
hear/understand
and is not well
prepared
Student is hard to
hear/understand
at times and is
prepared: knows
materials
Student can be
easily heard and
is well prepared:
knows materials
and effectively
communicates
ideas
Comments:
Michelle Bowers
Super Bowl and other Alcohol Related Commercials/Advertisements

Alcohol Ads- 1980s
o http://www.youtube.com/watch?v=Uj87yXaPyHk

Bud Light- “Here We Go”
o http://www.youtube.com/watch?v=CzZj6gNjI4M

Adrien Brody Stella Artois 2011 Super Bowl Commercial
o http://www.youtube.com/watch?v=g1uuqB-M4F0

Original Budweiser Frogs Commercial
o http://www.youtube.com/watch?v=pVcbasIb8lQ

Will Ferrell’s Old Milwaukee Ad
o http://www.youtube.com/watch?v=pVcbasIb8lQ

Will Ferrell’s “Jackie Moon” Bud Light Ad
o http://www.youtube.com/watch?v=raGuLfAruNM

Bud Light- Dog Commercial
o http://www.youtube.com/watch?v=JO603gjOrX8

Bacardi Mojito Commercial
o http://www.youtube.com/watch?v=O0rx1srLsh0&feature=related

Heineken Commercial- Jennifer Aniston
o http://www.youtube.com/watch?v=s4oqQQT0cGc&feature=related

Mike’s Hard Lime- Tongue
o http://www.youtube.com/watch?v=Ujl2TG7poPM

Heineken Beer Draught Keg
o http://www.youtube.com/watch?v=yposkNLTQM8
Michelle Bowers
Bibliography
Alcohol Advertising in College Sports on TVCampaign for Alcohol-Free Sports
TVhttp://cspinet.org/booze/FactSheets/0311QuickFacts.pdf
Alcohol Advertising, Televised Sports, and Underage YouthCampaign for Alcohol-Free Sports
TVhttp://cspinet.org/booze/FactSheets/0311SportsAdsYouth.pdf
Alcohol Marketing in the 21st Century: New Methods, Old ProblemsSubstance Use &
Misuse2011889-892
Association Between Adolescent Viewership and Alcohol Advertising on Cable
TelevisionAmerican Journal of Public Health2010555-562
Defensive Responses to an Emotive Anti-Alcohol MessagePsychology and Health2009517-528
Do We Act upon What we See? Direct Effects of Alcohol Cues in Movies on Young Adults'
Alcohol DrinkingAlcohol and Alcoholism2011392-398
Does Alcohol Advertising Promote Adolescent Drinking?Addiction2005235-246
Dying to Drink Confronting Binge Drinking on College CampusesRodale2002Book
Minimum Legal Drinking Age2012http://www.ama-assn.org/ama/pub/physicianresources/public-health/promoting-healthy-lifestyles/alcohol-other-drug-abuse/factsabout-youth-alcohol/minimum-legal-drinking-age.page
Television Beer Advertising and Drinking Knowledge, Beliefs, and Intentions among
SchoolchildrenAmerican Journal of Public Health1994254-259
The Effects of Increased Cognitive Involvement on College Students' Interpretations of
Magazine Advertisements for AlcoholCommunication Research2002155-179
The Final Score: Beer 21, Dot Coms 0The Wall Street Journal2001A14
The Frequency and Nature of Alcohol and Tobacco Advertising in Televised Sports, 1990
through 1992American Journal of Public Health1994297-299
The Influence of Alcohol Advertising on Students' Drinking BehaviorsNASPA Journal20022538