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  • Alcohol Advertisement’s Portrayal of Men & Women By Alex Kotlyar
  • Introduction
    • In alcohol and advertising, advertisements not only manipulate their customers into buying their products, but they also manipulate the people in their advertisements.  In magazines and papers overtime, women overall of alcohol advertisements have increasingly become more objectified.  Women’s bodies are turned into objects and it affects their self-esteem, and in return influences men’s thoughts towards women.
  • The History of Advertising for Women
    • 1950-1960: People were rarely in ads. Women occasionally appeared. This decade mainly focused on the product to sell the the product. Women were classy, sophisticated, did not dress sexy at all.
    • 1960-1970: Women appeared in almost every ad and looked better while exposing more skin.
  • The History of Advertising for Women
    • 1970-1980: Women were depicted more, positioned in front of the men to make it seem as if they were vulnerable.
    • 1980-1990: Women were portrayed more seductively and men were still seen as more dominant. A party girl image arrived and women were never depicted alone.
  • The History of Advertising for Women
    • 1990-2000: When women are depicted alone, they show more skin and are seductive and when with men, appear more sexy.
    • 2000-Present: Women are mainly portrayed and used to sell the object as opposed using the object to sell. Women flaunt their body and where little clothing.
  • Myths and Facts
    • Myth: Alcohol Advertising will cause people to drink more and thus create a drinking problem for themselves.
    • Fact: There is no scientific proof that drinking more, and more through advertising will cause drinking problems.
    • Myth: White wine is a good choice for a person who wants a light drink with less alcohol.
    • Fact: A glass of white or red wine, a bottle of beer, and a shot of whiskey or other distilled spirits all contain equivalent amounts of alcohol and are they same to a Breathalyzer. A standard drink is:
    • A 12-ounce bottle or can of regular beer
    • A 5-ounce glass of wine
    • A one and 1/2 ounce of 80 proof distilled spirits (either straight or in a mixed drink).
  • Sexy Ad
    • Here the women is depicted as sexy and is being taken advantage of by the guy through the affects of sky vodka.
  • Old School Ad
    • Here is an example of an ad with nobody in it. The product is selling itself.
  • Old School Ad feat. A Woman
    • Here is an ad with a women in a miller high light ad. What do you notice? Compared to the previous ads?
  • Women Alcohol Ads
    • Sky Citrus
    • "Politically correct by day. Bacardi by night."
  • Alcohol Commercial
    • http://www.youtube.com/watch?v=oqgWkAeaLI8
  • Articles
    • The Exploitation of Women Through Alcohol Ads: http://www.msu.edu/~webbleea/2000.htm
    • Advertisements not only manipulate their customers into buying their products, but people in it as well. This idea is very true when it comes to alcohol advertisements and women.  In magazines overtime, women overall have increasingly become more and more objectified.  Women’s bodies are turned into objects while affecting their own image, and in return influences the males thoughts towards women. Alcohol ads are usually portraying women as less than humans, but rather like objects and rewards for the males so the product can be sold.
    • The History of Advertising for Women: http://www.msu.edu/~webbleea/2000.htm
    • This site shows how alcohol and advertising first developed and how it changed each decade. It evolved from the actual project being used to sell to women using their bodies to sell the product. Women were used more and more overtime and dressed more appealingly in order to sell the product
    • Alcohol Ads: Biased or Sociably Acceptable: http://www.uiowa.edu/~commstud/adclass/jill/alcohol.html
    • 5 men/women magazines were selected. 5 typical guy magazines and 5 typical women magazines. The ratio of men to women ads in magazines was 1:5. Men were portrayed as strong and good looking while women were seen as sexy. Why did men have more ads?
    • Girls More Targeted by Magazine Ads for Alcohol: http://alcoholism.about.com/od/teens/a/bljama040707.htm
    • In 02’, youths saw more alcohol ads than adults in magazines and more girls than guys. Alcohol companies spent 1.9 billion on magazines, newspapers, etc… Ages compared were 12-20 and 21 and up. About 6,000 ads appeared and more alcohol is present for underage girls. And in 01’-02’, alcohol ads decreased in every category of alcohol.
  • Discussion Questions
    • What have you noticed about the advertisements on alcohol and women today or last year or 5 years ago?
    • How have alcohol ads changed? Are they better or worse?
    • If you would have to create an ad to make it appealing, how would you do it?
    • What are the most important aspects in an advertisement that make it usually appealing?
    • What are the biggest differences between men and women in alcohol ads?
  • Bibliography
    • http://www.uiowa.edu/~commstud/adclass/jill/alcohol.html
    • http://alcoholism.about.com/od/teens/a/bljama040707.htm
    • http://www.msu.edu/~webbleea/2000.htm
    • http://www.youtube.com/watch?v=oqgWkAeaLI8
    • http://www2.potsdam.edu/hansondj/AlcoholFactsAndFiction.html