Gender, Alcohol, and the Media: The Portrayal of Men and Women in Alcohol Commercials

ABSTRACT

In this article we focus on alcohol commercials in the media because they have a large influence on behaviors and the portrayal of gender. This paper seeks to reevaluate and extend ideal types used to define gendered behaviors in alcohol commercials. Through an analysis of 77 alcohol commercials out of an available 12,195 time slots we find that alcohol advertisements portray deeply gender-specific messages about social life through the following ideal types: hotties, bitches, losers, and buddies. Beyond these established ideal types, we put forth new types that include the 007, the prop, the party girl, and the worker. While more nuanced, these ideal types still define and reinforce stereotypical and traditional notions of gender and gender roles. In expanding previous typologies we contribute to a greater understanding of advertising and how displays of gender are currently becoming more spectacular.

KEYWORDS:

• Gender
• Media
• Alcohol
• Gender Roles