Comments on: Alcohol as a Tool in the Dating Game

By: Sally

Sally — Fri, 20 Aug 2010 13:01:04 +0000

As far as I’m aware, the “light” tag refers to fewer calories: not less alcohol.

By: Anton

Anton — Thu, 04 Jun 2009 05:05:19 +0000

Cool!

By: ms liberty

ms liberty — Fri, 02 Jan 2009 08:41:19 +0000

This really flips my stomach.

Gendered word is “panty” – just wow.

By: Sarah

Sarah — Mon, 15 Dec 2008 09:12:17 +0000

Another way that these could be taken is that, while “she” (as it will inevitably be a woman – a man will rarely be portrayed as the object of a beer drinker’s sexual desire) drinks a full strength or double strength drink.

The light beer drinker is only a little tipsy when the other party has been foolishly drinking anything other than that…

By: CTD

CTD — Mon, 15 Dec 2008 04:10:04 +0000

“Get your girl in the mood quicker, make your jimmy thicker. St. Ides malt liquor!”

By: Lauren O

Lauren O — Sun, 14 Dec 2008 23:54:31 +0000

Coincidentally, right now there is a magazine in front of me opened to an alcohol ad. It’s for Sobieski Vodka. It’s just a picture of a vodka bottle on a black background, and the copy says, “Sex may sell. But, it has nothing to do with making great vodka.” I think I will pick up some Sobieski Vodka next time I am booze-shopping.

By: Vidya

Vidya — Thu, 04 Dec 2008 03:49:42 +0000

The Southern Comfort ad linked to by the previous commenter is, of course, a well-known photoshopped parody, least anyone mistake it for the real thing!

By: Why Using Alcohol To Lower Sexual Inhibitions Isn’t Always A Bad Thing [Ad Nauseam]

Wed, 03 Dec 2008 19:39:21 +0000

[...] Law Professors points us to this collection of alcohol ads where they say the “not-so-subtle message of the ad was: ‘get’er drunk and she’ll [...]

By: Anonymous

Anonymous — Wed, 03 Dec 2008 15:56:54 +0000

This billboard was up in my town last summer. It is an ad for Southern Comfort with the tagline “liquid panty remover” ick
http://www.lifeisajoke.com/pictures251_html.htm

By: Bagelsan

Bagelsan — Wed, 03 Dec 2008 02:59:30 +0000

I’m not sure if these ads are really targeting men in particular. The first, as Marcello notes, is pretty asexual, and in the second BOTH seem to have a conspiratorial look.

In the second one I’d say *he* is conspiring with the target audience, while she is conspiring… with the pool cue? Do they drink beer too? /tongue-in-cheek

In other words, she maybe looks conspiratory, but is not actively *conspiring* like he is. I wouldn’t expect that guy to have eye-contact-of-shared-understanding the same way with a woman/female market. So yes, I think the second one is definitely aimed at men. Straight, young, black men, to be precise. :p

By: auktastic

auktastic — Tue, 02 Dec 2008 23:49:31 +0000

While I can definitely see your interpretation of both ads, my first impression of the Heineken ad was something more along the lines of “Longing for a beer that goes down smoothly?” Like you’d be “dating” the beer, and it has a smooth taste. Granted, the idea of it being a “first date” doesn’t make much sense in that context, but it’s still a different take on it.

By: bck

bck — Tue, 02 Dec 2008 22:23:48 +0000

I’m a college student, and my first reaction to these ads is that I relate. I go to a small liberal arts school, filled with very intelligent and AWKWARD students. There is absolutely no dating scene, people either hook-up or are in steady relationships, many of which begin with a hook-up. It gets to the point where if I like a guy, my first thought is “how can I be drinking near him?” There are obviously many negate connotations to this view of relationships – but it is also a very resonant one.
I’m not sure if these ads are really targeting men in particular. The first, as Marcello notes, is pretty asexual, and in the second BOTH seem to have a conspiratorial look. These ads are definitely condoning a certain outlook on dating, which I would say based on experience is a negative one, but not necessarily a dangerous one.

I do think you make a good point though, lisa. If someone can interperate the ad as condoning date rape, it really doesn’t matter the intentions.

By: lisa

lisa — Tue, 02 Dec 2008 18:57:36 +0000

I guess my question is: Is it enough that they easily can be interpreted as promoting date rape? (A possibility that I am rather sure that the marketers were well aware of.)

By: Feminist Law Professors » Blog Archive » Alcohol as dating accoutrement.

Tue, 02 Dec 2008 17:09:39 +0000

[...] images has an overview of troubling advertisements here. Follow the links at the bottom for more examples, including this one. [...]

By: Marcello

Marcello — Tue, 02 Dec 2008 13:25:16 +0000

I don’t know… the second ad is more overt in its sexual content.
but the first, it looks bright and clean. without even much sensual appeal.

the first thing that came to my mind wasn’t “make her drunk and she’ll do ya” but more aimed at the female public emphasizing the fact that it’s light beer, something that, i guess, wouldn’t get you drunk (sober enough for things to go smoothly, as Charli says) without making you look a nerd for not drinking alcool…

about the bottles being phallic… well… it seems a little too far fetched. these aren’t much any phallic-er (eheh) than “normal” bottles. on this ground even bottled water would look like a rape drug…