Alcohol in the Media – Take One

As a new media coordinator with the Simcoe Muskoka District Health Unit and writer for this blog, I’ll be venturing into the waters of alcohol in the media.  This won’t be a column devoted to alcohol advertising, but rather to how alcohol is being portrayed in newspapers, radio stations, television shows, and of course, online.  While I’ll be regularly scanning the media for interesting and thought provoking stories, I’d love to hear from readers as well.  So if there’s a story that interests you and hasn’t hit my radar, leave a comment and I’ll definitely check it out.  Now, on to what you’ve all been waiting for:
Daniel Craig

Apparently James Bond will drink a beer in the next Bond film….oh the travesty!

Joe O’Connor from the National Post doesn’t dance around why Bond will be drinking a beer in Skyfall, the next installment in the Bond series.  Heineken has apparently paid $45-million to get their product into the hands of one of the most recognizable secret agents in film history.  That he’s a stylish, suave and ultimately ‘cool’ character doesn’t hurt either.  Still, that is one expensive beer!  But why is a company like Heineken shelling out that kind of dough for a product placement?  That is the question we should be asking ourselves.  As O’Connor points out, movies have long been a delivery method for product advertising – much of it subliminal.  When we watch movies, we’re paying attention to the moment, but our mind does register the cleverly placed products, whether we realize it or not.  That is the gamble Heineken is making with this product placement – that it will generate more in beer sales than the costing of advertising.  Do you think this type of advertising works on you?  On your children?  And why are journalists spending so much ink on what Bond is drinking, rather than why he needs to be drinking at all?  A sober Bond…now there’s a story.

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