They’re everywhere: Ads for alcohol. Many of them featuring scantily clad fembots with big bazooms, shiny legs and icy stares, like the one that stared me and my three children in the face on the side of a truck as I drove them to school recently. They seem to be targeted to men, or are they? With some of the ads, it’s hard to tell…
The Media Awareness Network divided female stereotypes in alcohol advertising into six categories: The Sexpot/Bimbo, The Man Eater, The Rebel, The Prize, The Party Girl, and my personal favorite–The Objectified/Dismembered Woman.
Here are the pictures that go along with the ads: media-wareness
Now, according to Brandfreak.com, we have two new categories, which I’ll call–The Lipstick Lesbians, for a brand called Passionne–and–The Vampires–for Remy Martin…Who do you think these ads are aimed at–men? Women? Twilight-obsessed teens? If you had to design an alcohol ad campaign for women, what would it be?
“So, who is this ad aimed at? Horny men? Or is it a drink designed for lesbian get-togethers? If so, we may have the long-awaited female version of Schmidt’s Gay.”
—Posted by Todd Wasserman on Brandfreak.com
“A woman flips her head back, as though in the throes of ecstasy, while another looks on, lasciviously biting the first woman’s necklace. The caption: “Things are getting interesting.”
—Posted by Todd Wasserman on Brandfreak.com
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Wow. This is pretty crazy! Thanks for sharing it on DD.
I’ve done some! As an advertising copywriter I can tell you it’s AWFUL out there — cleavage and twins and yeah, chewing on pearls. I’m happy to report I didn’t sink to those levels when our ads (for Hennessy) were aimed at men. Our campaign was about character (and was a few years back). As for our female-targeted ads, I’ll try to post a few for Moet that my (female) teammate and I did.
If your success is not on your own terms, if it looks good to the world but does not feel good in your heart, it is not success at all.