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
{ 5 comments… read them below or add one }
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.
As an addictions counselor teaching a DUII class for women in Oregon, these photos and info. are very useful. Yes as a society we have no shame. You’d be surprised at how unaware and self-lothing women come in for treatment are. It’s a real wake up call when we discuss how advertising demeans women. I have them find an ad and bring it to class, then I show more photos. Thanks for your work!
(If you had to design an alcohol ad campaign for women, what would it be?)
Sex Sells. If the alcohol ad was for straight women I would show them in everyday settings. Relaxing with friends, at a luncheon, a picnic, sailing, etc. And if the ad was with lesbian women the settings would be the same. Why should they be an different? The caption can be changed depending on were the ad is placed. This may be 2011 but I can’t see Southern Living magazine having an ad with The caption: “Things are getting interesting.” it just wouldn’t work and it would tick off a lot of people.
Ads showing women that may be lesbian or bi show up in GQ, Vanity Fair, National Review, just joking. So for the most part the ads showing Lipstick Lesbians are for Men & Women. I see no problem with the ads sex sells and it always will. Eric