Arguably the most socially oriented product with one of the largest and most diverse consumer bases present today, alcoholic beverages undoubtedly present a unique challenge to advertisers. Because it is a highly lucrative market with fierce competition and resounding social impacts, advertisers have adapted a number of cognitive and aesthetic strategies to appeal to different sectors of the consumer base. We chose to study these different approaches as they adhere to gender divisions. It takes minimal attention to recognize the obvious marketing disparities in this component, yet there is an intriguing amount of depth into which this study can be delved. We want to know why and to what extent these tactics are effective, as well as how evident the spillover impacts are both socially and commercially. As young members of a new emerging technology-dependent generation, we are interested in this subject and the way it will affect our future relationships, careers, and stereotypes. Gender inequality is a prominent driving force in business, yet it is rarely directly addressed by the advertising agencies which propel it. We want to bring light to the inequalities inherent in this industry, and address their overall desirability and morality. We will examine the prevalence of these advertisements across a variety of media and analyze both its usefulness and potential corruptive forces on culture. Through investigating advertisements in television, print, web communities, and company sponsorships both contemporary and vintage, we will examine this subject’s historical significance and current relevancy.

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