Yellowglen really need this
campaign because the product itself is fairly nasty. The ads run every
year at spring in time for the spring racing carnival. The aspiration
refers to looking and acting like a 'bubbly girl' at the races; indeed,
the other name for the category is 'fillies'. It is actually mildly
radical in that the women are pictured having fun on their own (laughing
at nothing) or with other women, rather than with the obligatory man in
cheap suit and ugly shoes beside them. What they're selling is the concept of lightness, specifically drinking lightly. Cheap champagne is the
means by which the 'girls' throw off the strictures of heels, dress, and
manners, before tramping home barefoot, drunk, broke and sodden.

"Has anyone seen a male-oriented campaign that ‘celebrates’ men in a similar fashion?"

The question seems vague. Are you asking whether we've seen ads which celebrate men using the exact same imagery and the exact same sort of "aspirational" goals? The answer is probably no.

Or are you asking whether men are targeted with ads for booze which use male-specific imagery and themes, including using vague and absurd aspirational fantasies of the sort that men might have? The answer to that is definitely yes.

In response, I'd like to ask what the author is getting at. Are targeting ads at certain audiences the problem here? Why? What alternative do you suggest?

Yellowglen celebrates women everywhere.  We’re proud to be part of the celebration, and as such have asked three women who are living their dreams to be the Yellowglen Bubbly Girls. Who are they? They’re bright, beautiful girls who epitomise everything that we love about Australian women.

 
I'm not sure about the race of the three women in the Yellowglen ad. It's possible that one or more of those women might not be White. I visited the linked Yellowglen site and noticed that in at least three of the years shown one of the "Yellowglen Bubbly Girls" was "obviously" Black in appearance. Yet, none of those featured women were Asian.
 
Given Australia's troubled history & present day problems with racism (including that nation's history with "Aboriginals" and the recent conflicts between "White Australians and Asian students) and given the promotion that these girls " it seems to me that it would be in that company's best interest to have a wider racial/ethnic selection of women as "Yellowglen Bubbly Girls".Related to this post, some here might be interested in reading this post on my blog about a Koori woman's reaction to racism in Australia: http://pancocojams.blogspot.com/2011/09/responses-to-racism-hildas-story.html   

Do we see similar advertisements aimed at men?  Uh, yeah, actually, every damn day, ESPECIALLY when it comes to trendy, presumably low-quality alcoholic beverages.  There's not much other way to promote low-quality alcohol.  High quality brands can use aspirational ads that appeal to both genders in that they promise you status, either monetary or as a person with refined tastes, if you're seen drinking them (which isn't terribly inaccurate, at least regarding the people brands need to be marketed to.  If someone orders a Grey Goose and cranberry they are clearly more willing with their money than someone who orders a well vodka cranberry).  Or, they sell themselves.  But look at brands prominently advertised in gendered ways: Miller Lite, Dos Equis, Hypnotiq....they're generally not very good quality beverages, and no one over a certain age (probably lower than the legal drinking age) will think you very fancy for drinking them.  So, you have to pander to some sort of trope.  Miller Lite and Dos Equis will make you an interesting, manly man!  Grr!  Generic reference to sports and sex and camping!  Hypnotiq and Yellowglen will make you attractive and stylish and fun, you silly gal!  Tee hee!  Generic reference to clothes and cute boys and generic appearance-related tragedies like split ends!  The reason this ad and Hypnotiq ads stand out more than masculinized beer ads is that we take the idea that "masculine" is "generic," and we still assume at some level that alcohol is not a ladylike thing to partake in.  It doesn't matter than the "man up" and "most interesting man in the world" ads are terribly insulting to men, gendered for no apparent reason (I know more women than men who like Miller Lite, for god's sake; I associate it with middle aged women of certain lifestyles more than anything), and vapid; that's what we've been taught is normal for our whole lives.  The idea of selling alcohol as a fun tool for women is still fairly new, too, in addition to the fact that people affected by these advertisements are likely to be pretty young (college aged).  Just because the male-oriented commercials aren't filled with bubbles and pretty dresses doesn't mean they don't have aspirational, gendered messages along the lines of "drink this and you'll be cool and sexy!"

Anyway, in short, while this type of campaign is insulting and grating and sexist, yeah, similar tactics are used by men, just based on the demographics of those more likely to base their alcohol purchases on ads on TV or people promoting it in bars. 

This reminds me of how much I like Corona's current stream of advertisements.  People (not men, not women, PEOPLE!) with a variety of lifestyles and interests sit down together as friends to have a beer to relax.  Bud Light also has a pretty decent track record in the immediate past, to my knowledge, though I do find it's still male-directed.

One thing that really should be mentioned is the type of women chosen for this campaign.  All three are feminine, white, cisgendered, able-bodied women in their late twenties with the exact same body type and similar facial features.  It's hinted at that they are also middle or upper middle class women (ie. I've been to Paris three times and I loved it).  

If they are supposed to be celebrating women, why not celebrate all women instead of just the one type of woman that is constantly celebrated in the media? What about middle aged and older women?  What about Black, Latina, Asian, Aboriginal, and Middle Eastern women?  What about androgynous or masculine/"butch" women?  Trans or gender queer women?  Differently abled women?  Full figured and curvy women?  Women from rural backgrounds?  The list can go on forever.  While the women they show do represent a type of woman that exists in today's culture, they had three chances to represent women and they chose the same prototype for each.  They even dressed the women similarly.  Going back through the archives of past "Bubbly Girls" there is more racial diversity but, besides the issue of ethnicity, the women all follow the same formula.

Thanks for the replies. I'll reply to all of them tomorrow, as there's some excellent points I'd like to elaborate on. Warm regards, Nick

Aside: please do that post on the Melbourne Cup sometime!

Australian Wine famous all over the world and i think it is the largest country for producing wine. It produced 800 million liters wine in a year.

Hello,
Australian Wine famous all over the world and i think it is the largest country for producing wine. It produced 800 million liters wine in a year.
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