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Cortland Area Communities That Care asked local high schools for their participation in the Big Bowl Vote 2011 survey that is run by the Drug-Free Action Alliance. The 2011 Super Bowl was the 8th time that the Drug-Free Action Alliance ran this survey. The purpose of this survey is to see which advertisements are being remembered by youth the most. It is believed that alcoholic related advertisements are targeting and affecting the nation’s youth. By conducting the Big Bowl Vote survey, statistics are gathered that show exactly which advertisements and products the youth of the nation recognize the most. The Big Bowl Vote 2011 survey was composed of two simple questions. The first question posed was, what was your favorite commercial? This question was followed by, what brand name products do you remember being advertised?
Three Cortland County schools, Cortland High School, Homer High School, and Cortland Alternative School, participated in this year’s survey. The three favorite commercials in Cortland County based on tallying done by Cortland Area Communities That Care on February 8th, 2011, were Doritos (Dog-Pug Attack), Doritos (Back to Life), and Best Buy (Justin Bieber and Ozzy Osbourne). For the second question, the local results revealed that the top three most remembered products were Doritos, Anheuser-Busch, and Pepsi-Max respectively.
The Drug-Free Action Alliance asked that all of the information be submitted to them in order for them to be able to publish all of the responses on a national scale. The final results were posted on their website, www.DrugFreeActionAlliance.org. According to the Drug-Free Action Alliance, there were a total of 35,000 students across 42 states that participated. Nationally, the favorite commercials ranked in respective order as follows, Doritos (Dog-Pug Attack), Doritos (Cheese Lover), and Doritos (Back to Life). The only difference between the national results and the local results is that in Cortland County, the second favorite commercial was Doritos (Back to Life) instead of Doritos (Cheese Lover) and the third favorite commercial was Best Buy (Justin Bieber and Ozzy Osbourne) rather than Doritos (Back to Life). The most remembered products nationally were identical in Cortland County.
One of the main reasons why Cortland Area Communities That Care wanted to partake in this survey is to see if Cortland County youth along with youths across the nation were being targeted by alcoholic commercials. Anheuser-Busch advertisements were not regarded as the favorite commercials amongst the youth but their products were the second most remembered. This statistic is significant because it is one of the main reasons why this survey is being conducted in the first place. Michelle Morse, contact person for the Drug-Free Action Alliance February 9th, 2011 Big Bowl Vote Is In press release, quotes data from the Center on Alcohol Marketing and Youth. “Research tells us that the more youth are exposed to alcohol advertising, the more likely they are to start drinking or drink more if they are already consuming alcohol”. This survey clearly shows that youth are being targeted through advertising. The advertising might not be known as favorites amongst the adolescence population, but alcoholic advertising is the second most remembered product that was advertised during one of the largest televised events of the year. Alcohol messages are getting to the youth population and this certainly has a negative effect on the choices that are being made by youth across the country daily. Cortland Area Communities That Care would like to say thank you to the participating schools and all of the teachers and students that partook in the Big Bowl Vote 2011 Survey. Written by, Bryan Gentile- Intern, Cortland County Youth Bureau
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