Truth in Advertising – Sex Sells

Sex sells. Pretty much anything. Specifically, it sells alcohol.

Beer in particular is often sold with the images of scantily clad women.

It is the choice of so many alcohol advertisers to represent their product with young, attractive women because it appeals to the specific audience that buys their product – men. Often, they go a little farther, and portray their product as the means to a good time. 

Instead of attractive people merely engaging with the product, the product itself is seen to be the hub or center of an impetus to party, or do something crazy or exciting.   Inside these fantasies, there is an absence of the reality of the alcohol culture and real life consequences.

An example of this would be a Bacardi commercial from a few years ago that had a group of boaters build an island in the middle of a bay, essentially creating a place to have a party and engage in spontaneous fun of the highest magnitude.

Yet, mysteriously, the island is somehow gone the next day, with no environmental or safety impacts, and all those boaters who whooped it up on the island went back to wherever they came from, without any issues of impaired operation of a vehicle.

Obviously, these commercials and all the young women they show off are part of a fantasy world that alcohol advertisers would have associated with their product.  In this way, marketers are selling you a feeling.  They want us to experience certain unrealistic feelings when we think of their brand, as reality just isn’t sexy enough I guess.

Author: Doug Ironside RN

Doug is a Registered Nurse (PHN) with the Simcoe Muskoka District Health Unit.

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