Advertising Alcohol

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Advertising Alcohol

• Does SEX Sell?

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What kind of sexism do you see in this ad?
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A twist on the stodgy male-only Beefeaters of the
past, putting women in the role is a fresh
approach for a brand trying to become more
contemporary. (Source http//www.commercialclose
t.com)

• Attractive women entice male audience ( primary
  consumers of Beefeater gin)
• Make it a Double caters to male sexual
  fantasies of having two girls at once
• A Bold Spirit Always Stands Out
• Scantily clad women imply bold sexuality, hinting
  that to appeal to men, women should fit the
  stereotypical female portrayed in the ad.

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What are your reactions to these ads?
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This ad is not just gender-biased, but biased
against different sexualities.

• In this hugely unoriginal joke in the otherwise
  humorous "Life is Harsh" campaign, "She's a he"
  is plastered across the breasts of a strikingly
  attractive woman, Caroline Cossey (aka Tula), a
  post-operative transgender male-to-female who has
  gone on to Playboy and appeared in the James Bond
  movie "For Your Eyes Only.
• (source http//commercialcloset.com)

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This ad threatens masculine identity.

• A woman rides on the back of a scooter with a
  guy, but the text reads, "She's using you to get
  to your sister."Heterosexual men may have mixed
  reactions to this ad, which could turn them on
  and yet make them feel rejected.The tone of the
  campaign theme "Life is Harsh" puts a negative
  spin on this -- showing a duplicitous woman --
  and another in the series that proclaims "She's a
  he.
• (source http//www.commercialcloset.com)

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Are these ads at all relevant to the product,
Sauza tequila?

• Both ads use attractive women to grab the
  attention of the male audience.
• Both women engage in sexually suggestive actions
  
• Ad 1 features a scantily-clad woman on a beach,
  approaching the viewer.
• Ad 2 features a woman clinging to the man,
  presumably going home with him.
• Both ads threaten the masculine identity.
• Ad 1 shames the heterosexual male by tricking
  him into being attracted to another man.
• Ad 2 insults the mans pride. He cant get the
  girl and he is being used.
• Implies that without a beautiful woman, life
  is harsh.
• Sends negative messages that alcohol will solve
  lifes problems, which are superficial in this
  case, and thus promotes alcoholism in audience.

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More Sexually Subjective Ads

• What themes are represented in these ads?

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Have alcohol ads always been gender-biased?
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Sexism This ad shows the woman in
male-dominated role of servant, keeping her
husband happy with beer.
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Are women ever enticed by sex?

• Are men ever objectified to sell alcohol?

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Sexism towards males.

• The ad on the left focuses only on the male body,
  without any attention given even to his face.
• The scratch marks on his abdomen imply sexual
  promiscuity, invoking female sexual fantasies.
• The ad on the right also promotes promiscuity by
  suggesting that men can be easily forgotten.
• This ad also invokes the fantasy of the
  mysterious, European lover, in this case the
  tall, dark, handsome Italian.

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Are there other types of bias incorporated into
alcohol advertisements?
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How many types of bias are present here?
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Types of Bias

• Age bias caters to the young, carefree audience.
• Class bias caters to the audience who can afford
  to do whatever they want.
• Suggests that audience can afford a clubgoing
  lifestyle, and can also afford whatever alcohol
  they like.
• The bathtub implies luxury and free time that may
  not be available to the working class.
• Race bias like every other ad weve looked at,
  the ad depicts a carefree white person.

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Is sex necessary to sell a product?

• The following are non-sexually explicit
  advertisements. How do these entice the audience?

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Manipulating Seasonal Emotions
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Feeding on Hometown Pride
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Invoking Interests and Hobbies
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Last but not leastundoing the sexual
implications!
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What makes these ads different? Are they still
appealing?
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Which of these ads are most effective?Do any of
the themes represented have anything to do with
the product?How do the advertising methods
relate to other advertisements youve seen?