Among all types of advertising, television advertising has the greatest potential for influencing the audience, therefore, it has recently been given the greatest preference. Features of advertising on television are due to the fact that it allows you to act not only with visual images, but also to use the sound, which further enhances the brightness of perception. This explains the fact that advertising of certain types of goods on television is prohibited or severely limited. For example, television advertising of alcoholic beverages is prohibited in principle, and beer advertising is significantly limited in time and content. What specific features does beer advertising have?
Videos advertising beer can only be shown on television after 10:00 p.m. and until 7:00 a.m. local time, and the rest of the time they should not be broadcast. Also, it should not be in television programs aimed at children and youth audiences, on educational channels, as well as channels that position themselves as devoted to issues of health and the environment. At the same time, in each such video, a warning about the dangers of beer must be placed , occupying at least 7 percent of the frame area and lasting at least five seconds.
Beer advertising is no less limited in terms of context. Naturally, it should not be aimed at minors. Also, it should not call for quenching thirst, as well as generally associate an improvement in well-being or mood with the use of beer, as was common recently. Beer advertising cannot directly associate beer use with achieving success in life in careers, studies, sports, social recognition or personal achievements. Also in advertising beer it is forbidden to use statements about its harmlessness, and even more about health benefits, and hostile comments about abstaining from drinking beer. Another limitation applies to the images used: any images of animals or people in beer advertising are prohibited.
Since earlier beer advertisements often positioned this drink as the best way to fight thirst, and in the commercials there were always cute and close characters, including animated characters, the introduction of these restrictions significantly affected the expressiveness of the advertisement, since it no longer allows the viewer to make a direct association with a close image or lifestyle due to the fact that the videos have become more abstract. Nevertheless, beer advertising on television is present in no less, if not more.
What tools are used now to make beer advertising more convincing? Basically, the methods are the same. As for the image that is close in spirit to the representative of the target audience , it has not disappeared, it just is not visualized, but remains behind the scenes. The creators of commercials are trying to convey the desired mood and life position of the movie’s hero due to a peculiar vocabulary, intonation, environment, a correctly selected soundtrack, and this is quite enough so that new videos do not lose the old ones in expressiveness. Many viewers did not even notice the fundamental changes that beer advertising underwent - the usual heroes of the commercials remained in place, with the same voices, manners and habits, they simply were not shown in the frame, but did many viewers carefully watch the advertisement? Most often there is no, therefore, only a memorable slogan and general mood remain in the memory, therefore, these restrictive measures can be called ineffective. I must say that this has already been noted at the state level, and now the discussion is on banning beer advertising in general.