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This study focuses on how masculinity and femininity
are constructed in alcohol advertisements in the
print form, specifically in For Him Magazine (FHM)
and Gentlemen s Quarterly (GQ). Alcohol
advertisements address the reader in a way that
sells the lifestyle that is associated with the
product. Within the lifestyle depicted in the
advertisement, there may also be an identity and a
specific gender identity that the reader may be
encouraged to incorporate in order to achieve the
lifestyle associated with the advertised product.
Advertising in general has often been implicated in
constructing masculinity, and in particular,
femininity in narrow or restricted ways. The mass
media and advertising extend upon existing
societal norms and discourses regarding the
construction of masculinity and femininity by
sending these discourses or constructions back into
society in the form of advertising. A discourse
analysis was employed to investigate to what extent
advertising has used gender based societal
discourses as well as what dominant structures or
portrayals of gender appear in South African alcohol
advertising.
are constructed in alcohol advertisements in the
print form, specifically in For Him Magazine (FHM)
and Gentlemen s Quarterly (GQ). Alcohol
advertisements address the reader in a way that
sells the lifestyle that is associated with the
product. Within the lifestyle depicted in the
advertisement, there may also be an identity and a
specific gender identity that the reader may be
encouraged to incorporate in order to achieve the
lifestyle associated with the advertised product.
Advertising in general has often been implicated in
constructing masculinity, and in particular,
femininity in narrow or restricted ways. The mass
media and advertising extend upon existing
societal norms and discourses regarding the
construction of masculinity and femininity by
sending these discourses or constructions back into
society in the form of advertising. A discourse
analysis was employed to investigate to what extent
advertising has used gender based societal
discourses as well as what dominant structures or
portrayals of gender appear in South African alcohol
advertising.