2. 5 PROPAGANDA FACTORS 1. TRUTH 2. AUDIENCE 3. RESULTS PROMISED 4. SOCIAL NORMS BEING USED 5. ACTUAL RESULTS OF PRODUCT/SERVICE

3. PROPAGANDA TO INCREASE THE DRUG CONSUMPTION RELATED TO THIS DRINK 1. Energy drinks contain dangerous drugs, but propaganda has managed to mask these drugs behind careful campaigns that label these products “sports drinks” and “energy enhancements.”

4. PROPAGANDA TO INCREASE THE DRUG CONSUMPTION RELATED TO THIS DRINK 2. Adolescents are a large target audience for energy drink marketers, however, these drinks may pose the most threat to this large group of consumers.

5. ABCD Question 1 Question 2 Question 3 Question 4 Question 5 Question 6

6. COMMERCIALS 1. Amp Energy Drink Hockey http://www.youtube.com/wat ch?v=a0kymzcRpeE http://www.youtube.com/wat ch?v=a0kymzcRpeE 2. Frs “Sports Supplement” Energy Drink http://www.youtube.com/wat ch?v=cBsrDHOyYEM http://www.youtube.com/wat ch?v=cBsrDHOyYEM 3. Pitbull Energy Drink http://www.youtube.com/wat ch?v=PxK5Q77zUvs http://www.youtube.com/wat ch?v=PxK5Q77zUvs 4. Rockstar Energy Drink http://www.youtube.com/wat ch?v=NXST3POixNI http://www.youtube.com/wat ch?v=NXST3POixNI 5. Amp Energy Drinnk SuperBowl Special http://www.youtube.com/wat ch?v=ecQnqW80zbU http://www.youtube.com/wat ch?v=ecQnqW80zbU

7. Questions re: Commercials 1. Did the same commercial win both titles? (favorite and most accurate) Why? 2. What commercial was the least accurate? Why? 3. What about commercials that didn’t win either title; how do they fair?

8. Commonalities re: Commercials 1. Often involve likable, familiar characters 2. Slogans are often short, lacking persuasion (images say it all) 3. Pictures/visual stimulation is very intense

9. Your next task…… Your next task will be to compete with these effective energy drink marketing strategies. First, I need you to pick a partner and sit by that person.

10. You will be able to….. 1. Generate one image, one slogan, and one drug reference placed on a large piece of construction paper. 2. You only have one class period to work on this project (1 hour). After the first 10 minutes you should have a slogan down and ideas about the image you want to use. After you have been working for 20 minutes, you should have a slogan, an image, mention of one drug and a start to the poster. You have 10 minutes left to finish this project.

11. What’s in them? Caffeine and taurine which are drugs found in energy drinks Energy drinks packaged in larger bulk, therefore more drug content than other products Both part of stimulant family of drugs

12. What are side effects? Caffeine Taurine Headache Dizziness Insomnia Hypothermia Withdrawal starts at ten hours and can last for a whole week = dependency One reported death from energy drink consumption None reported One reported death from energy drink consumption

13. Who’s drinking them? 3.5 billion dollar industry with huge increases in the last three years Targeted at adolescent consumers

14. What does society think of energy drinks? Society often does not seem them as a drug containing product, but rather a form of soft drink Often associated with sports drinks (whose primary function is hydration) What does the need for energy and low sleep say about our lifestyles?

15. How can we change this trend? The “Just say no!” approach doesn’t work with any drug. Energy drinks are no different and we should aim at lower consumption rather than complete removal from store shelves.

16. Based on what you’ve read about caffeine mixed with taurine, now would you classify energy drinks as a drug?

17. Now, we’ve looked at our personal thoughts regarding energy drinks, we’ve examined the drugs found in these products, and we’ve discussed society’s view of the product. It’s time to see how each of these perspectives plays out in the marketing of the product. 

18. When your poster is done…. You will present your poster and answer the following: Why did you pick that slogan? Why did you pick that image? What energy drink commercial influenced your poster the most? (Make sure your names are on the back of the poster)

19. Key Concepts of Project: 1. Energy drinks contain dangerous drugs. 2. Key audiences for energy drink consumption are male adolescents. 3. Society views energy drinks as supplements. 4. Commercial propaganda plays on social assumptions with intense image based ads. 5. A campaign to reduce energy drink consumption is hard to generate but needed.