Alcohol advertising has been around for centuries, but it was in the early 20th century that it became a major industry. Pre-1970 alcohol ads were often humorous and lighthearted, with themes of fun and relaxation. The content of these ads often featured attractive people enjoying alcoholic beverages, often accompanied by catchy jingles and slogans. Ads often featured celebrities, athletes, and other public figures, who endorsed particular products or brands. The ads were broadcast on radio, television, and in newspapers and magazines. Alcohol advertising before 1970 was generally not regulated, allowing companies to make exaggerated or false claims about their products. Ads were often targeted toward young people and often sexualized or glamorized the consumption of alcohol. The ads also often depicted drinking as a way to have a good time or to be sophisticated and successful. Despite the lack of regulation, pre-1970 alcohol ads often contained strong messages about responsible consumption. The ads often warn about the dangers of drinking too much or driving under the influence. The ads also often featured images of families, friends, and other positive activities that could be enjoyed in moderation. The 1970s saw the emergence of stricter regulations and restrictions on alcohol advertising, including limits on targeting young people and prohibitions on making health claims about products. This shift in alcohol advertising regulation has led to a more balanced approach, focusing on responsible consumption and health warnings. Despite the limitations, alcohol advertising remains an important part of the industry, and pre-1970 ads remind us of the history of the industry and its impact on society.
To begin, it is important to understand the nature of smoking ads before 1970. This period marks the start of the tobacco industry’s decline in popularity, as the dangers of smoking were beginning to become more widely known. As a result, advertising campaigns had to be more creative and clever to appeal to consumers. Ads during this period often featured glamorous figures, such as actors and other celebrities, to promote the “glamorous” lifestyle of smoking. They also used language emphasizing the product’s desirability, often relying on phrases such as “You’re worth it.” The same tactics are also used by alcohol advertisers today.
Alcohol ads often feature attractive people engaging in interesting activities, such as attending parties or going on adventures. This is done to suggest that drinking alcohol will make someone more attractive and adventurous, and socially accepted. Language is also used to create a sense of desirability, with phrases such as “Live life to the fullest” and “Make every night a night to remember.” Both smoking and alcohol ads also use imagery to evoke a certain emotion in the viewer. For example, they are smoking ads before 1970 often depicted a life of luxury and sophistication, with the smoker being the envy of those around them. These images were used to suggest that smoking would make someone more successful, desirable, and attractive. Similarly, alcohol ads today often feature people engaging in activities that are seen as hot and exciting, such as attending parties or going on adventures. This is done to suggest that drinking alcohol will make someone more attractive and socially accepted.
Both industries rely heavily on the idea that their product is a status symbols. Smoking ads before 1970 often featured celebrities or other successful people to suggest that smoking was something that only the “elite” were engaging in. Similarly, alcohol ads today often feature people engaging in activities that are seen as desirable and exciting, such as attending parties or going on adventures. This is done to suggest that drinking alcohol will make someone more attractive, successful, and socially accepted. In addition, smoking and alcohol advertisements pre-1970 and today have a lot in common regarding their use of lifestyle, glamor, and attractiveness to sell their product. Both industries rely heavily on imagery and language to create a certain image of their product and the idea that their product is a status symbol. Despite the dangers of smoking, the tobacco industry successfully used these tactics to appeal to consumers. Today, alcohol advertisers have adopted these same tactics in order to make their product more desirable
The ads featured in the CBS News article depict smoking as fashionable and socially acceptable. Many of the ads feature people smoking in glamorous settings. Some of the ads even suggest that smoking is a way to gain social status or appear more attractive. The ads also suggest that smoking is enjoyable, fun, and a part of everyday life. The ads also promote the idea that smoking is a healthy activity and that it has benefits such as relaxation or improved concentration. Finally, the ads portray smoking as something that is unproblematic and safe, even though it is well known that smoking is dangerous and can cause serious health problems.
Advertisements relating to smoking that are gender-specific, hyper-sexualized, or idealistic are those that use gender stereotypes to portray smoking as an attractive activity. For example, a male-specific advertisement may suggest that smoking is a masculine trait, while a female-specific advertisement may suggest that smoking is a feminine trait. Both types of advertisements use gender stereotypes to make smoking attractive to the target audience. Hyper-sexualized advertisements use sexual imagery to make smoking appear attractive. These advertisements often feature attractive, scantily clad people, suggest that smoking is linked to sex, and use phrases such as “light up and let loose”. Idealistic advertisements suggest that smoking enhances lifestyle choices and makes life better. These advertisements are often created to make smokers feel good about themselves and the lifestyle choices they make. They may feature images of people enjoying their smoking experience, or suggest that smoking makes a person more attractive or successful. Overall, advertisements relating to smoking that are gender-specific, hyper-sexualized, or idealistic use gender stereotypes and sexual imagery to make smoking appear attractive and desirable to the target audience.
Comparison-based ads that focus on alcohol consumption can convey either a positive or negative message, depending on how the alcohol is depicted. Positive ads may show people having a good time, enjoying themselves, and having a social life. On the other hand, negative ads may show the consequences of excessive alcohol consumption, such as health issues, legal troubles, and social problems. Both types of ads are designed to influence viewers’ attitudes towards drinking and to discourage excessive drinking. The positive ads can make drinking look enjoyable and desirable, which can encourage people to drink more. The negative ads, on the other hand, can be effective in discouraging people from drinking too much, as they demonstrate the negative consequences of alcohol consumption. Furthermore, the negative ads can be used to educate viewers about the dangers of alcohol and to raise awareness about the potential risks of drinking. Overall, comparison-based ads that focus on alcohol consumption can be effective in conveying a message to viewers. Whether the message is positive or negative depends on the type of ad and how it is presented. The goal is for viewers to be able to identify with the ad and to make an informed decision about their drinking habits.
The beauty industry has long been viewed as a means to measure a woman’s worth, and it is no surprise that beauty industry advertisements that target young girls and women have had a large impact on their self-esteem. These ads often feature highly-sexualized images of women that are often unrealistic and unattainable. This type of messaging is extremely damaging to young girls and women, as it reinforces society’s idea that beauty is the most important aspect of a woman’s worth. Similarly, to cigarette advertisements, beauty industry ads can create a sense of false hope and create an unhealthy sense of obsession with an idealized version of beauty. These ads often employ manipulation tactics to convince young girls and women that they need to buy a certain product or follow a certain beauty trend in order to look ‘better’ or be more accepted by society. This type of messaging can be very damaging and can lead to insecurities and self-doubt. In conclusion, beauty industry ads that target young girls and women can have a huge impact on their self-image, and can be very similar to cigarette ads in terms of the manipulation tactics that are used. It is important that young girls and women are aware of the damaging effects of these types of ads and that they are taught to love and accept themselves for who they are, rather than trying to adhere to an impossible ideal of beauty.
Works Cited
Outrageous vintage cigarette ads (CBS NEWS): https://www.cbsnews.com/pictures/outrageous-vintage-cigarette-ads/
Butt Out (Documentary; A+E Networks): https://www.youtube.com/watch?v=HcUt_L9suJo Links to an external site.
Alcohol Advertising: How It Impacts Underage Drinking (USA Today): https://www.heraldmailmedia.com/news/usa_today/alcohol-advertising-how-it-impacts-underage-drinking/video_48357b50-b9b1-5af9-9283-aab74a7ab86f.html Links to an external site.
False beauty in advertising and the pressure to look ‘good’ (CNN): https://www.cnn.com/2011/OPINION/08/08/swinson.airbrushing.ads/index.html Links to an external site.
Flattery Will Get an Ad Nowhere (NY TIMES): https://www.nytimes.com/2010/12/12/fashion/12Studied.html Links to an external site.
When Beauty is the Beast: The Effects of Beauty Propaganda on Female Consumers (Research; University of Nebraska Omaha): https://digitalcommons.unomaha.edu/cgi/viewcontent.cgi?article=1028&context=universiy_honors_program
write