Although alcohol used to be believed majorly consumed by men, hence most alcohol-advertisement are male-oriented. However, recent studies have shown that the gender gap among alcohol consumers has shrunk from 25% in 1988 to 10% in 2013 (Jung A.Reum). Alcohol Brands start to recognize the increase in women consumers and hence more alcohol advertisement that targets both genders are produced. Studies also have shown that the gender of the target audience depends on the kind of alcohol they try to sell. For example, beer appears in 34.8% of all advertisements towards male whereas it only made up 9.5% in all the alcohol advertisements targeting women in magazines. There is very limited alcohol advertisement are towards no binary genders.

How are alcohol advertisements different when targeting different gender?

 

In this advertisement, we see the successful image of Frank Sinatra, wearing a suit and standing on the stage with determination. He is also described as “The Man”, which emphasizes his masculine trait. This video advertised their product by portraying a masculine model, Frank Sinatra is also a fan of their product. All these elements combined implied to their targeted consumers that by purchasing Jack Daniels’ whiskey, they can be more masculine like Frank Sinatra are.

 

In these advertisements, we can see a pattern where the main consumers depicted are mainly male. They are also doing activities in these ads, including watching soccer, running from the police, going on adventures, etc. Those activities that have been believed to be masculine due to other existing discourses enhanced the masculinity theme those advertisement tries to create. By fabricating a masculinity theme, those commercials could successfully sneak into their product and make consumers believe that consuming their product is part of the quality of masculinity.

 

On the contrary, because alcohol-consuming women already contradict the social norm, drinking alcohol are often “feminist” and advertisement made around it often uses “empowerment” as a theme along with contradictions to stereotypes. This phenomenon is further explained in this blog: https://www.bbc.com/worklife/article/20200924-the-feminisation-of-alcohol-marketing

 

Through this advertisement by Heineken, we see female characters facing gender stereotypes when they are mistakenly given cocktails instead of beer. Although the end logan is “Men drink cocktails too”, it implies that “Women drink beers too”. Even the music is echoing “just let me be myself, that is what I ask of you”. This advertisement conveys an anti-stereotypes message as a result.

Conclusion

Although a different message is being sent when alcohol advertisement is used to target gender, they are being utilized to persuade the audience that drinking alcohol is normal. It makes drinking alcohol a part of a lifestyle that seems to be enjoyable. But in reality, alcohol can be addictive and can influence one’s life negatively when over-consumed. Hence, alcohol advertisements should equally be restricted no matter what kind of message is behind them.

Bibliography
  • Jung, A.Reum, and Roxanne Hovland. “Targeting Gender: A Content Analysis of Alcohol Advertising in Magazines.” Health Marketing Quarterly, vol. 33, no. 3, July 2016, pp. 221–38. EBSCOhost, https://doi.org/10.1080/07359683.2016.1199210.