Media, Information and Technoculture 2151A/B Chapter Notes - Chapter 9: Alcohol Advertising, Action Film, Sony Ten
1 Apr 2021
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Document Summary
Drinking masculinity be purchased. around: wiserhood: a brotherhood/community via the brand. Ads suggest that alcohol and masculinity go hand-in-hand. The market often employs marketing strategies which suggest that masculinity can. We see this a lot in alcohol advertising. Alcohol ads mainly target men because on average they drink more than women. Beer ads only target men, even though women drink beer too. Ads that target men may also appeal to women too, but it never works the other way: essentially it says, are you scared of having your masculinity compromised. Buy this, and be assured that you"re a man? : whiskey is usually given the title of being the manliest drink. Diet drinks are typically associated with females who are concerned: fear of the dandy from the 19th century. about their weight/appearance. If men drink this, they need to compensate for that supposedly feminized behaviour with an assertion of masculinity (i. e. can crushing).
