Friday, 11 May 2012

Why do we drink? Let’s learn from the Advertisers

Understanding why we drink is an essential key to changing the way you drink.  Many of the ‘whys’ are based on myths about alcohols;  Alcohol relaxes me, alcohol makes me more social, the more I drink the better I feel, etc.   People like Allen Carr believe that tackling the ‘drivers’ of drinking removes the desires to drink.  Allen Carr basically turns reasons to ‘drink/smoke’ into reasons not to.  
Why learn from the Advertisers

Because they’re expert at influencing behaviour and using ‘positive’ association with the product they’re pushing.
Sorry, I'm having terrible embedding this video, so there's just a link.
These are my thoughts, feel free to adds yours too.
Advert 1

It makes things different.  Something unexpected might happen.  You’ll be living but with a different tune – fun because it’s different.

Advert 2

Beer tastes great and it’s quenches a thirst.  It’s related to sex, the tongue and the couple snogging. It’s related to the night and excitement.  The swimming with the ice – it changes your state and refreshes you.

Advert 3

It’s a manly thing to do.  Men and beer relate.  When men and beer get together, you can relax and have a good time.   The pub is a place for a man.  If you drink and you’re a man, you’re still a rebel – young at heart.  You might be married but if you're a real man, you still drink beers with the boys.

Advert 4

Beer is better than a beautiful woman.  It taste really good too.

Advert 5

Something magical happens when you drink.  You become very creative and a carnival atmosphere prevails.  Drinking beings the community together.  Everyone is happy when they drink.  It’s ok to hijack a beer lorry, if you’re hijacking it for the community use. 

Advert 6

Drink beer if you’re a man.   (nice play on the ‘politics of rounds’).

Advert 7

Beer makes you dance and brings out your hidden talents.

Advert 8

Beer solves the biggest of problems, even drought.

Advert 9

Australia is great because of Bundaberg Rum.  The UK sucks and because we all like our alcohol, we all want to move to Australia for Bundaberg Rum. 

Advert 10

Beer is epic!  It’s classical and makes us do great things.

I'll follow this up with a video of Allen Carr talking about his method for giving up smoking.  It's equally applicable to cutting down or getting up drinking.   And attempt to tackle some of the reasons these ads give us that 'drinking' is 'great'.
Any ideas about why we drink and thoughts on the adverts, please add a comment.

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