Is it true that all alcohol ads are geared toward men and are sexualized? This is the question I asked myself before starting this paper, and thought that there was no way that could be possible. There have to be some which feature fully clothed men and women simply sharing a beer or a margarita without any hint of sexuality involved. However, searching magazines and through the internet proved that this was not the case. Maybe I didn't search hard enough, but I could not think of one more magazine to look through and one more type of alcohol to search for their advertisements. What I found makes me quite upset, because the alcohol that I enjoy drinking targets men to buy and drink it by using sexualized and even racist undertones. I decided to group what I found into beer advertisements and liquor advertisements and then find some common ground, or differences among them. I have used semiotics and psychoanalysis to analyze these alcohol advertisements.
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a class taught by Bob Bednar in the Communication Studies Department at Southwestern University
