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Gender, Alcohol, and The Media: The Portrayal of Ideal Men and Women in Alcohol Commercials

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Abstract:

In this paper we focus on alcohol commercials in the media as they have a heavy influence on behaviors and the formation of gender identities (Towns, Parker, and Chase 2012). This paper seeks to reevaluate and extended ideal types used to define gendered behaviors in alcohol commercials. Through an analysis of 77 alcohol commercials out of an available 12,195 time slots we find that alcohol advertisements portray deeply gender specific messages about social life through the following ideal types: hotties, bitches, losers, buddies, 007, the prop, party girl, and the worker. These ideal types define and reinforce stereotypical notions of gender and gender roles.
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Name: American Sociological Association Annual Meeting
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http://www.asanet.org


Citation:
URL: http://citation.allacademic.com/meta/p1255128_index.html
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MLA Citation:

Hall, Greg. and Kappel, Robert. "Gender, Alcohol, and The Media: The Portrayal of Ideal Men and Women in Alcohol Commercials" Paper presented at the annual meeting of the American Sociological Association Annual Meeting, Palais des Congrès de Montréal, Montreal, Canada, Aug 12, 2017 <Not Available>. 2018-07-04 <http://citation.allacademic.com/meta/p1255128_index.html>

APA Citation:

Hall, G. and Kappel, R. , 2017-08-12 "Gender, Alcohol, and The Media: The Portrayal of Ideal Men and Women in Alcohol Commercials" Paper presented at the annual meeting of the American Sociological Association Annual Meeting, Palais des Congrès de Montréal, Montreal, Canada Online <APPLICATION/PDF>. 2018-07-04 from http://citation.allacademic.com/meta/p1255128_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: In this paper we focus on alcohol commercials in the media as they have a heavy influence on behaviors and the formation of gender identities (Towns, Parker, and Chase 2012). This paper seeks to reevaluate and extended ideal types used to define gendered behaviors in alcohol commercials. Through an analysis of 77 alcohol commercials out of an available 12,195 time slots we find that alcohol advertisements portray deeply gender specific messages about social life through the following ideal types: hotties, bitches, losers, buddies, 007, the prop, party girl, and the worker. These ideal types define and reinforce stereotypical notions of gender and gender roles.


Similar Titles:
Media Portrayal of Gendered Beauty: An Analysis of Congolese Women’s Identity Construction

Exploring the Role of Social Media in Constructing Women’s Body-Ideals: Exploring Gender and Objectification


 
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