product: alcohol

Anjan G. sent in an interesting pair of ads that ran as part of a Molson beer campaign in 2002/2003.  One appeared in Cosmo; it involves a man in a sweater cuddling with puppies and drinking a Molson.  It’s an example of an ad that glamorizes a soft and sensitive masculinity:

The other appeared in men’s magazines, including Playboy and FHM.  It tells readers, explicitly, that the first ad is designed to manipulate women into being sexually attracted to men who drink Molson:

The text is worth reading:

HUNDREDS OF THOUSANDS OF WOMEN.
PRE-PROGRAMMED FOR YOUR CONVENIENCE.

As you read this, women across America are reading something very different: an advertisement (fig. 1) scientifically formulated to enhance their perception of men who drink Molson. The ad shown below, currently running in Cosmopolitan magazine, is a perfectly tuned combination of words and images designed by trained professionals.  Women who are exposed to it experience a very positive feeling.  A feeling which they will later project directly onto you. Triggering the process is as simple as ordering a Molson Canadian (fig. 2).
…
Extravagent dinners.  Subtitled movies. Floral arrangements tied together with little pieces of hay. It gets old.  And it gets expensive, depleting funds that could go to a new set of of 20-inch rims. But thanks to the miracle of Twin Advertising Technology, you can achieve success without putting in any time or effort. So drop the bouquet and pick up a Molson Canadian…

The second ad, then, portrays men as lazy, shallow jerks who are just trying to get laid (not soft and sensitive at all).  And it portrays women as stupid and manipulable.

The two ads are a nice reminder that marketers count on their audiences being separate.  They can send each audience contradictory messages, confident that most women will never pick up Playboy and most men will never pick up Cosmo.  This is an assumption that marketers have long counted on. Miller Beer, for example, includes pro-gay advertising in magazines aimed at gay men, counting on the idea that heterosexual men, many of whom are homophobic, will never see that Miller markets itself as a gay beer.

So Molson was counting on women never seeing their ads in men’s magazines.  Alternatively, they were perfectly happy to alienate female customers.  Or maybe both.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

In 1919 the U.S. federal government passed the 18^th Amendment, prohibiting the “manufacture, sale, or transportation of intoxicating liquors.”  Alcohol was banned. Well, kind of.  Two groups were still allowed to buy and disseminate alcohol: clergy and physicians (source).

Clergy were still allowed to purchase wine for sacrament (reportedly leading to many a falsely-devotional newly-certified minister, priest, or rabbi illegally selling bucket loads of liquor to the rest of us). And physicians were allowed to prescribe liquor for medicinal purposes. Alcohol, it was believed, was energizing and it was used to treat anemia, tuberculosis, typhoid, pneumonia, and high blood pressure. Pharmacies did a booming business in those years, as you might imagine.

According to the Rose Melnick Medical Museum:

This new law required physicians to obtain a special permit from the prohibition commissioner in order to write prescriptions for liquor.The patient could then legally buy liquor from the pharmacy or the physician. However, the law also regulated how much liquor could be prescribed to each patient.

…

Patients of all ages used alcohol. A common adult dose was about 1 ounce every 2-3 hours. Child doses ranged from 1/2 to 2 teaspoons every three hours.

Physicians prescribed their “medicine” with prescription pads doled out by the commissioner:

Unfortunately for some, you couldn’t prescribe beer.

Even after Prohibition was lifted in 1933, pharmacies sold plenty of liquor.  In many places women were banned from bars and saloons, so while men visited the bartender, women visited the doctor.  Visit our post on The Stormin’ of the Sazerac to see a great vintage picture of a group of women enjoying the famous cocktail on the first day they were allowed to drink at The Roosevelt Bar, New Orleans.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

In response to my post yesterday about tourism ads presenting local (often, though not always, non-White) residents of vacation hotspots as tourist attractions and amenities for relatively privileged travelers to enjoy, Lauren J. sent in a Heineken ad that pokes fun at the expectations visitors to Jamaica often have about how Jamaicans would act, and how local residents may feel obliged to play along and give tourists (with their cash) the “authentic” experience they desire:

Leigh S. sent in a link to a story at The Week about a new Budweiser ad depicting a soldier returning home from deployment. It has gotten attention because some viewers interpret it as at least potentially presenting a gay soldier. See for yourself:

So…what do you make of it? I certainly don’t think it’s unambiguously a gay couple — it could be a friend or brother just as well. But it does show him calling that guy instead of, say, his parents (or the woman he hugs when he gets home), and that guy being the first to greet him.

For that matter, is the fact that a beer company would make an ad where they didn’t go to great lengths to make it 100% clear that he’s not gay itself a step forward?

Thelittlepecan let us know that the World Health Organization has out a new report about global alcohol consumption, as well as the consequences of that consumption. Overall consumption varies significantly, with the highest levels in Russia and much of Europe and the lowest in northern Africa through Asia (the consumption figures exclude tourists):

There are also clear differences in the most-consumed type of alcoholic drinks:

The report also looks at what proportion of all male deaths are related to alcohol consumption, broken down by region, age, and sex. Globally, alcohol-related problems are the leading cause of death for males aged 15-59. For the regions, AFR = Africa, AMR = Americas, EMR = Eastern Mediterranean, EUR = Europe, SEAR = South East Asia, and WPR = Western Pacific:

Clearly the Americas and Europe stand out, though this is  likely because those regions have lower death rates from many sources that are still prevalent in many parts of the world and, thus, alcohol-related ones show up more prominently.

Differences in blood-alcohol limits for drivers:

If you’re interested in more details, you can also get profiles of individual countries in each region at the WHO website.

Emily J. sent us a link to a segment of “That’s Gay” from the TV show Infomania. In this piece, Bryan Safi takes a look at a number of recent commercials that ridicule men for being insufficiently hetero-masculine:

For other examples, see homophobia as gender policing, Brut lets you slap the Old Spice guy, mocking a hockey player with femininity, lite beer makes you girly, McCoys crisps give lessons on being a real man, Cosmo warns against turning your guy into a girlie man, Dockers issues guys a man-ifesto, are you manly enough to wear BVDs?, and a whole bunch of stereotypes about masculinity in advertising.

In the late 1800s, one suffering from impotence, addiction to morphine, or belly aches might be prescribed John Pemberton’s French Wine of Coca.   The wine concoction contained caffeine and 8 1/2 milligrams of cocaine (equivalent to snorting about 1/2 line).

(source)

(source)

Prohibition’s arrival in Atlanta in 1886 led Pemberton to re-write his recipe to exclude the alcohol.  Pemberton advertised it as the “great national temperance beverage.”  In 1903, when cocaine was outlawed, Pemberton had to rework his recipe again.  Coca Cola, as we know it, was born.

See The Digital Deli Online for more.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Named after the classic New Orleans cocktail, the Sazerac bar excluded women until 1949 when the hotel’s owner, Seymour Weiss, moved it to the Roosevelt New Orleans Hotel and opened its doors to women.    Long thirsty for the best Sazerac in town, women crammed into the bar on September 26th.  The moment was captured in this fabulous photo:

Last month the Roosevelt had an event commemorating 60 years since the “stormin’ of the Sazerac.”  My friend and photographer Brian Huff captured the re-creation:

If anyone knows the photographer who took the 1949 photo, please let me know so that I can credit him.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.