Alcohol Advertising

                Advertising is used to sell images to consumers. On a daily basis we are bombarded with images through multiple outlets. Transportation and media use advertising to drive ratings and sales to profit from the time and money they spend to produce the entertainment or services they are providing. But, through all these images that are thrown at us who are they selling to and what is their message?

One specific market that is biased in every way possible is the alcohol industry. The marketing of most alcohol beverages cater to men. Not just any man, the white seemingly good-looking average “beefcake”. Black men are only being associated with specific labels and ironically it’s mostly “dark liquor”. Women on the other hand are being targeted for gender specific brands for example Skinnygirl and Little Black Dress. Although branding to a gender and race is only one part of this, advertising campaigns take it one step further and create sexist and racist media to sell their goods.

In Bell Hook’s Popular Culture: Media Masculinity she says “Most men chose not to change, and conservative mass media supported their staying in place.” Most Alcohol ads promote the man’s man. This man’s man is a sex god (apparent by the many women fawning all over him), successful and dominant in his surroundings. If men see this as how they should and could be why would they want to settle on the reality of what they have? In this ad, it insinuate that you can be an average working Joe during the day but at night with some Bicardi you can will be a lady’s man and have girls literally shoving their vagina in your face.

Advertisements are doing a disservice to the female and male population. In Culture Wolfe states “Women are mere “beauties” in men’s culture so that culture can be kept male. When women in culture show character, they are not desirable…”  Ads are pushing the perfect unattainable women. She is above average height, extra-large breasts, skinny, with straight teeth, long gorgeous hair and flawless skin. Not only is she an amazon goddess she like men who are “normal” so all the men reading the ad know they have a shot at being with her especially when they are all intoxicated.  

                Also taken advantage of in peddling their alcohol is the way that women feel and respond to their own body images and insecurities. In Cutting Girls Down Kilbourne make a point in saying that “advertisers are aware of their role and do not hesitate to take advantage…offering solutions.” Advertising creates images that make women feel unworthy. They critique their size, hair, complexion etc… then offer them a remedy, a miracle cure-all that will get them looking and feeling great. Bacardi takes advantage of this need to be desired and feel good by telling women it’s ok to make yourself feel good by making other women feel bad in their Get an Ugly Girlfriend ads. They announce that the perfect accessory to looking great and getting the guy is placing yourself next to the ugliest girl you know, overweight preferred, glassed and crazy hair a must!

                Have we become so susceptible to advertising that we need people to tell us that what we drink is who we are? Does what you choose as an alcoholic beverage makes you a specific person? I purpose that instead of relying on an image or commercial to tell us what we like we use our pallets.  Obviously if you don’t drink alcohol you can avoid buying it but if like most people you enjoy a glass of wine, beer or liquor occasionally buy local. The local brewer and vinter can’t afford the media blitz that big brand names can and when it comes down to it they operate off quality and reputation. They aren’t trying to make you into a man’s man or degrade you they just want to make you some booze to enjoy and make some money off of it.