Super Bowl – A Teachable Moment

imagesThis Sunday, millions of people will be tuning in to one of the most watched sporting events in the world – the Super Bowl.  Even the non sports fan will watch, more particularly for  the commercials that are aired during the game.  These ads cost about $150,000 a second and as such are the best of the best. Many of these ads are for alcohol and studies have shown that adolescents remember these ads more than all the rest. Why is that? Well, the answer is quite simple – the alcohol industry’s prime demographic is 18 to 24 yr olds  – their biggest clients. Marketing studies have shown that adolescents are drawn to music, animal and  characters, story and humor, so the alcohol industry incorporates them in their marketing efforts.

This Sunday might be a good time to have a conversation with your teen about the commercials aired during the Super Bowl; which ones they liked, why they liked them, what was the goal of the ad and who were they targeting and why. Alcohol ads don’t make young people drink but they do influence their decisions, so give it a try this Sunday night or Monday at the dinner table.

Family dinners can be the catalyst for open dialogue on a variety of subjects including those risk taking behaviors teens sometime engage in. Your input is what shapes your child’s attitudes and in many cases helps your child do the right thing when confronted with these issues. Parents matter!