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<p><font color="#FFCC33" size="4" face="Arial, Helvetica, sans-serif"><strong><font color="#FF9900" size="3"><b><br>
<font color="#FF6600">Project 12:</font></b></font><b><font size="3" color="#FF6600">
</font></b></strong></font><font face="Arial, Helvetica, sans-serif" size="3" color="#FF6600"><b>Alcohol
and advertising<br>
</b></font><font face="Arial, Helvetica, sans-serif" size="3" color="#FF9900"><b><br>
</b></font></p>
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<font face="Verdana, Arial, Helvetica, sans-serif" size="2"><b><font color="#FF9900">To
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<p align="left"><font face="Verdana, Arial, Helvetica, sans-serif" size="2">This
project examines how advertising is used to sell alcohol. You can look
at adverts in newspapers, magazines, television, and also at the way
alcohol is represented in films, videos and DVDs. <br>
<br>
First decide which media you are going to focus on. You could choose:</font></p>
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<ul>
<li>
<div align="left"><font face="Verdana, Arial, Helvetica, sans-serif" size="2">Newspapers
and magazines - collect local and national newspapers, Sunday colour
magazines and young people's magazines and cut out all the adverts
which are about alcohol.</font></div>
</li>
<li>
<div align="left"><font face="Verdana, Arial, Helvetica, sans-serif" size="2">Television
- watch (and possibly video) adverts that mention or show alcohol.</font></div>
</li>
<li>
<div align="left"><font face="Verdana, Arial, Helvetica, sans-serif" size="2">Film/video/DVD
- choose a few films which focus on alcohol or show people drinking
alcohol. </font></div>
</li>
</ul>
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<p><font face="Verdana, Arial, Helvetica, sans-serif" size="2">Then analyse
what is being said and what are the techniques used to sell. For example:
</font></p>
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<ul>
<li>
<div align="left"><font face="Verdana, Arial, Helvetica, sans-serif" size="2">Who
is shown as drinking and how are they portrayed? </font></div>
</li>
<li>
<div align="left"><font face="Verdana, Arial, Helvetica, sans-serif" size="2">What
is said about the reasons why people drink? </font></div>
</li>
<li>
<div align="left"><font face="Verdana, Arial, Helvetica, sans-serif" size="2">What
are the advertisers trying to do? </font></div>
</li>
<li>
<div align="left"><font face="Verdana, Arial, Helvetica, sans-serif" size="2">What
don't they tell you about alcohol?</font></div>
</li>
<li>
<div align="left"><font face="Verdana, Arial, Helvetica, sans-serif" size="2">Why
don't they tell you?</font></div>
</li>
</ul>
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<p><font face="Verdana, Arial, Helvetica, sans-serif" size="2">Now that
you have looked at a number of adverts on alcohol and you have analysed
their selling techniques you could identify:</font></p>
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<ul>
<li>
<div align="left"><font face="Verdana, Arial, Helvetica, sans-serif" size="2">The
key selling points of the advert</font></div>
</li>
<li>
<div align="left"><font face="Verdana, Arial, Helvetica, sans-serif" size="2">The
facts that are hidden</font></div>
</li>
<li>
<div align="left"><font face="Verdana, Arial, Helvetica, sans-serif" size="2">The
influence the advert has</font></div>
</li>
</ul>
<p><font face="Verdana, Arial, Helvetica, sans-serif" size="3" color="#FF6600"><b>Resources<br>
<br>
</b> <font size="2" color="#000000">Here are a selection of websites that
may help with your project. Please remember that DrugScope/D-World cannot
be held responsible for the content of other sites.</font></font></p>
<div align="left">
<p><font face="Verdana, Arial, Helvetica, sans-serif" size="2"><b><a href="http://www.alcoholconcern.org.uk/files/20040506_085240_Advertising%20factsheet%20April%202004.pdf" target="_blank">Advertising
Alcohol </a></b><a href="http://www.alcoholconcern.org.uk/files/20040506_085240_Advertising%20factsheet%20April%202004.pdf" target="_blank"><font color="#000000">Alcohol
Concern Factsheet (PDF 156Kb)</font></a></font></p>
<p><font face="Verdana, Arial, Helvetica, sans-serif" size="2"><br>
</font></p>
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