Kids, Alcohol and Advertising

In this lesson, students learn to recognize how the advertising genre is used to build brand loyalty for "parity products"—products like alcohol where there is little difference in taste or performance. Students learn to deconstruct the "Three Ps" of branding: Personality (the product's "vibe"), Position (the target audience), and Promise (the fantasy sold to the consumer). The lesson culminates in an "Ad Satire" assessment where students create a parody ad that "unmasks the brand" by flipping a glamorized media promise into a realistic social or medical consequence.