Portrayal of Women in Liquor Advertisements

Introduction

Today, we usually see in the different facets of media, such as television, magazines, newspapers, billboards, and the like, attractive and daring women in liquor advertisements.

To be specific, in liquor advertisements in the Philippines such as Tanduay, GSM Blue, San Miguel, Redhorse, and Colt 45, why do advertisers choose women as their subjects and endorsers? Also, these women wear only their undergarments – panties and bras – if not, sexy dresses and clothes, and the like. Why do women need to wear such kind of clothes when they can wear something more elegant and conservative? Why do they need to act daring?

Thinking deeper, we will come to realize that the main audience or consumers of these products are men. What does it mean? How do women play their roles in liquor advertisements? Are women used as objects? Why is it becoming a trend in the industry?

Body

What is liquor advertisement? Liquor advertisement is any written or verbal statement, illustration or depiction which is in, or calculated to induce sales in, interstate or foreign commerse, or is dessiminated by mail. Examples include ads in newspaper or magazines, trade booklets, menus, wine cards, leaflets, circulars, mailers, book inserts, catalogs, promotional materials or sales pamphlets. The definition includes any written, printed, graphic, or other matter accompanying the container; markings on cases, billboards, signs, or other outdoor display; and broadcasts made via radio, television, or in any other media. Though not specifically listed, this definition include websites, and other internet-based advertising such as media (Department of the Treasury).

In the world of advertising, companies tend to use images they believe will help to make their product sell. These images tend to include things such as making the product look like it works far better than its competitors’ and everyone being generally happy...