Within the lecture, I soon realised that advertisements for alcohol are not allowed to be targeted at people under the age of 18, and they should not imply, condone or encourage immoderate, irresponsible or anti-social drinking.
With a rule like this to consider, companies really do need to think outside the box in order to create a successful advertising campaign for their alcoholic products.
Additionally, the advertisements must neither imply that alcohol can contribute to an individual's popularity or confidence, nor imply that alcohol can enhance personal qualities. Marketing communications must also not link alcohol with seduction, sexual activity or sexual success nor imply that alcohol can enhance attractiveness.
If an advertisement breaks these rules, then the advert will be banned, whether its a 2d advert or a 3D audio visual advert.
The advert for Young's Bitter was the given example of an advertisement that was banned because of it's link between alcohol and sexual success.
The advert for Young's Bitter had the slogan, 'This is a Ram's World'. The women in bikini's looking at the ram linked the beer with seduction, therefore giving the ASA (Advertising Standards Authority) reason to band the advert.
Another advert that was banned was the advert for the beer 'Courage' for its link between alcohol and 'alcohol driven' confidence.
The advert shows a nervous man with the slogan 'Take Courage my friend.'' The advert clearly suggests that beer could help boost the confidence of the man. This was the reason it was banned.
After the lecture, I made a point in researching other alcoholic advertisements that had been banned, and this is what I found:
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