In alcohol ads the bottle is sometimes shown as a friend of family member, “Bring our family home for the holidays” says a beer ad. A vodka ad states “The perfect summer guest.” A beer ad uses a bull dog with the slogan “Be your own Dog”.
Cigarettes are shown as friends, companions. Smoking ads are shown as a facilitator for sexual activity. A cigarette ad shows two cigarettes touching by the light of the moon with the slogan “Moonlight and Romance.” Another ad says ‘Wanted tall, dark stranger for long lasting relationship.”
In life there are many loves, but only one Grand passion. A liquor ad shows a couple in a passionate embrace. Is it the passion for liquor? Jean Kilbourne does not mind when advertisers exploit people longing for relationship and connection to sell shoes or shampoos but not to exploit it to sell addictive product.
“Can the generation gap be bridged” (ad for scotch) Scotch can bridge it. The truth is that it is for more likely to widen gaps between people than to bridge them. Most often the intimate connection that alcohol ads offer is sexual experience. Alcohol has long been advertised to men as a way to seduce women. “Sex appeal is the slogan for all ads that features a six pack of beer.
Women are increasingly encouraged to think of the bottle as a lover too. “For 15 nights I have been with Floria – never once was it the same (Italian wine ad). Women’s bodies in alcohol are often turned into bottles of alcohol. We drink to feel connected and in the process we destroy all possibility of real intimacy and end up profoundly isolated.
Cigarettes are shown as friends, companions. Smoking ads are shown as a facilitator for sexual activity. A cigarette ad shows two cigarettes touching by the light of the moon with the slogan “Moonlight and Romance.” Another ad says ‘Wanted tall, dark stranger for long lasting relationship.”
In life there are many loves, but only one Grand passion. A liquor ad shows a couple in a passionate embrace. Is it the passion for liquor? Jean Kilbourne does not mind when advertisers exploit people longing for relationship and connection to sell shoes or shampoos but not to exploit it to sell addictive product.
“Can the generation gap be bridged” (ad for scotch) Scotch can bridge it. The truth is that it is for more likely to widen gaps between people than to bridge them. Most often the intimate connection that alcohol ads offer is sexual experience. Alcohol has long been advertised to men as a way to seduce women. “Sex appeal is the slogan for all ads that features a six pack of beer.
Women are increasingly encouraged to think of the bottle as a lover too. “For 15 nights I have been with Floria – never once was it the same (Italian wine ad). Women’s bodies in alcohol are often turned into bottles of alcohol. We drink to feel connected and in the process we destroy all possibility of real intimacy and end up profoundly isolated.