As we know, the media has a big influence on society and our pop culture. Essentially, media provides us with actual models of behavior and creates ideas or “norms” for society through social constructs. These messages or models which media sends out can also reinforce a person’s or society’s existing beliefs and attitudes about something, which brings up the question talked about in class “does the media shape us or do we shape the media?” I believe it has to do with both. I feel that a big contribution to the way media shapes us is through advertising. I have noticed that alcohol advertisements have underlying attitudes and messages which communicate cultural values, which in turn, shape the way we think and interact within society.
There has been a noticeable increase in the use of sexual appeals in alcohol advertisements. According to a study by S.C. Jones from the University of Wollongong called “Beer, Boats, and Breasts: Responses to a controversial alcohol advertising campaign” the increasing portrayals of sexuality in advertising began in the 1980s and has continued through the 90s to today. Women are found to be partially dressed or even nude in advertisements, especially those of alcohol. Ultimately, the advertisements have become degrading and demeaning to women.
In alcohol advertisements, women are being used as objects. Their bodies are being used to sell products, ultimately for the pleasure of the opposite gender. Advertisers use techniques such as objectification, which displays someone as a service rather than a person, and dismemberment, which focuses an ad solely on sexualized body parts. The alcohol ads are only focused on a woman’s sex appeal which can insinuate to society that females are only worthy of their sexuality, thus possibly also expressing that females are less intelligent than males. These techniques and ads convey to society that women are not complete human beings. They are being objectified to sell a product (alcohol) which is aimed mainly towards the opposite gender.
Not only are these ads demeaning and inappropriate portrayals of women, but they are also shaping the females of our present popular culture. The majority of female models in alcohol advertisements are thin, young, and very attractive, which realistically, is a small percentage of women in society. According to the study I read, women feel like they are “constantly exhorted to emulate this ideal, to feel ashamed and guilty if they fail, and to feel that their desirability and lovability are contingent upon physical perfection” (Kilbourne, 1995).
There are also many female stereotypes represented through alcohol ads that girls are seeing and imitating in today’s society. For example, some stereotypes include the “bimbo” who tends to be the sexualized girl, always flirting and giggly, the “party girl” who always looks stylish, is fun, outgoing, confident, and the life of the party, and the “man eater” who tends to be a bit older and gets what she wants from men by using her sexuality. Girls in society look at these advertisements and feel that they have to dress “scantily clad” or act sexy in order to get attention, attract men, or look “cool”.
Alcohol ads are just an example of how social constructs of media can affect society, but ultimately, I think that through these alcohol advertisements it is clearly shown that the media plays a huge role in shaping our lives.
http://tissuebank.co.za/UserFiles/T.Nowosenetz(1).pdf
http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1074&context=hbspapers
5 comments:
I have to agree and say that increasingly more and more alcohol companies are trying to cross the point of decency with their advertisements. Gone are the days of the Budweiser Frogs! They have been replaced with the Coors Light Twins and the infamous Miller Light Cat Fight. I don't see these advertisements changing since people just seem to not care!
JL, excellent post! You've taken a really timely and relevant issue and incorporated meaningful analysis.
I see this being a problem for a long time. As long as viewers continue to react positively to the marketing, this type of advertising will continue. Unless peoples' mindsets are changed to object to such material, I wouldn't expect a change...
I agree as well. In going along with what heckler2 stated, I don't foresee any changes in this type of advertising. In today's day and age, sex sells and as long as the public exhibits positive feedback towards these advertisements, I don't really see any alterations.
I agree with this post as well. Many ads in various magazines objectify women (even ads in women's magazines!). I think that alcohol ads in general are notorious for displaying women as sexual objects, at least in the most obvious ways. But if you look closely and with a critical eye at other advertisements, I think you will find objectification of women is a common theme in advertising.
Post a Comment