Vision of a Vodka World
Advertising Alcoholic Beverages is Deadly!
I have been watching the progress (or lack thereof) in the stated mission of EDin08.com because I am so vitally interested in improving our schools.
With millions and millions of dollars behind them, including the Bill & Melinda Gates Foundation and others, EDin08 has a stated goal to make education an important issue in the upcoming Presidential election.
Kinda vague, huh?
Though EDin08 has been publicly functioning since last year, (Did I mention they have MILLIONS of DOLLARS behind them?) it’s only in the last week or so that either the Republican or Democratic nominee has focused much attention on the subject.
I probably harbor a grudge since my husband and I got a politely worded “Thanks, but no thanks. Please don’t bother us anymore.” form letter from the foundation, when I tried to approach them last year about The Kingsland Plan and joining their efforts.
I know we’re “small potatoes” to people with the kind of money and fame that EDin08 and their backers have - but - unlike them, we have a plan that could WORK!
I tried very heartily to embrace their vision initially, but kept getting discouraged with the counter-productive techniques they employed.
They DID produce some excellent public service spots, and a movie, about what is happening in our schools. In fact, I have three of the ads posted in my left sidebar, to share with my readers.
However, an early spokesperson for EDin08 was Kanye West.
Lotsa money was spent last year to put videos of Kanye West, touting the importance of education, on YouTube. To all appearances, the response was counter-productive.
I could be wrong, but if you look at and count the hundreds of derisive and vulgar comments posted by viewers - the target audience - you might agree those videos backfired.
Where is Kanye West NOW?
Kanye West now has a new gig/video on YouTube.com and across the internet.
ABSOLUT vodka is now the money-behind-the-scenes for our fearless former-education-spokesperson.
The newest video is entitled “Watch Kanye West’s vision of an ABSOLUT World”.
Wanna know what the vision is? Well, O.K.
A bunch of party animals, including an unattractive loser-type, are in a nightclub, surrounded by sexily-dressed, inebriated women who are gyrating frantically in dance and adoration. The video shows us that each party animal/loser/pretender got this female attention by taking two Alka-Seltzer-type tablets in water and being magically transformed into cool, hip Kanye West.
The tablets are cleverly packaged in condom look-alike foil packets with Kanye West’s name on them.
This marketing approach by ABSOLUT is something every parent should be aware of. Teens, and pre-teens, are very susceptible to advertising messages and this one is a doozy!
Every ad clearly states “Enjoy with Absolut Responsibility” and then reveals “40% Alcohol by Volume”. Totally worthy and up-front, right?
But if you check the advertising message further, there are statements that should give any parent concern.
“In an ABSOLUT world, reality is only a starting point.”
And the message that really got me up on my soapbox:
“It’s not about right or wrong,
It’s about what if and why not?”
Where Have All The Role Models Gone?
From what I can see, it seems that the almighty dollar is where all those role models have gone.
I have no problem with someone making a good living, even a magnificent living, by sharing their talents and becoming popular. But whether it’s sports figures, movie stars, music icons, and even politicians, it seems that sending a positive message is no longer important to public figures - the very people who used to be our heroes.
In fact, most of them become angry and hostile at any suggestion that they should even TRY to be positive role models.
Talk To Your Teen!
Parents need to counteract this type of advertising.
The Number One cause of teen death is automobile accidents! And, far too often, drinking is the cause!
As long as youngsters try to model after those they perceive as famous and successful, parents must be on guard against the kind of advertising campaigns being waged by ABSOLUT vodka, and others.
I may be getting old, but my memory is excellent! Teens have always tried behaviors they perceive as “grown up”, long before they ever have a chance to become an adult.
Instead of letting this ad campaign sway your child to copy Kanye West, make this a teachable opportunity to share what the phrase “selling out” means.
Brennan
Filed under: Main
I am saddened to read your article but I know that it holds much truth. It is the same here from where I come from. I note that most role models, actors and singers and all, are more interested in getting the sponsorship money. It is funny how they as parents themselves, do not stop and think about the impact of what they are doing.
Evelyn
It is amazing isn’t it, Evelyn!
Thank you for your insightful comment!
Maybe these public figures think money is more important than values, or even the SAFETY of anyone’s child. Or perhaps they just aren’t evolved-enough to think through the consequences of their actions.
The saying on the internet is “WIIFM” (what’s in it for me). This is the type of thinking that parents must be alert for, and discuss with their children.
If parents will talk with their children about these things, maybe something good can come out of the damage this type of advertising causes.
Thank goodness some parents ARE aware and do care!
Brennan