Influence ofAdvertising
Advertising influences alcohol consumption behaviors and undermines informed decision-making.
Alcohol advertising practices must be more responsible
Half of women believe that the alcohol industry emphasizes women’s physical appearance.
Alcohol marketing seeks to attract and retain consumers by addressing their needs. By focusing on strategies related to advertising, pricing, product, and placement, the alcohol industry can influence purchasing and consumption habits1. However, marketing a substance that carries a risk of addiction, such as alcohol, has adverse effects. It can normalize alcohol use, downplay the risks, and encourage earlier initiation of drinking2,3. In fact, alcohol marketing seems to have a stronger impact on young adults compared to the general population. To effectively target different audiences, the alcohol industry tailors its advertising strategies to specific groups, including women. Moreover, alcohol marketing seems to have a stronger impact on young adults compared to the general population4. To effectively target different audiences, the alcohol industry tailors its advertising strategies to specific groups, including women.
By targeting women, alcohol marketing contributes to amplifying the negative impacts of alcohol, which are already more pronounced in this group.
How does alcohol marketing target women?
The alcohol industry employs a variety of advertising strategies to appeal to its female audience. Some advertisements rely on gender stereotypes , emphasizing traditional female roles, such as domestic duties, motherhood, or physical appearance4. On the other hand, others promote women’s empowerment , embracing feminist messages4. Although this strategy, known as ‘femvertising,’ has been criticized, many women resonate with it4.
Some brands feminize their drinks to make them more appealing to women. This feminization involves developing products beyond beer and spirits, such as slimmer cans, fruity flavors, pink or purple hues, as well as using sugar-free or lower-calorie options5.
Ladies' Nights
Some brands or establishments offer discounted or free drinks to women, especially during Ladies’ Nights. These promotions influence women’s purchasing decisions by lowering alcohol prices. Such events are common in bars and clubs. Even though promotions like free entry for women don’t directly lower drink prices, they make the night more affordable, which can lead to higher alcohol consumption6.
Although such initiatives may appear beneficial for women by offering low-cost nights, they have their downsides. By offering discounts specifically to women, establishments encourage their female clientele to consume more alcoholic beverages, thus putting their safety at risk.
Moreover, by promoting a Ladies’ Night, establishments also target men by advertising the presence of women at the event. It’s important to question the sexist nature of such initiatives, where women’s safety is overlooked and where they are used as part of a marketing strategy aimed at attracting more men to venues.
Marketing techniques or genuine commitment?
Defining the marketing techniques targeting women to be more aware of the messages conveyed in advertising.
Femvertising
An advertising practice through which brands communicate messages considered feminist (or at least aiming to restore the rightful place of women in society) in their advertising campaigns7,8.
Femwashing
The use of feminist movements and claims for purely commercial purposes, aiming to enhance the image of a brand or organization8.
This phenomenon is also known as feminism-washing or purple-washing.
Pinkwashing or Rainbowashing
It involves adopting an image that appears to be concerned with the issues faced by the LGBTQIA+ community, solely for commercial purposes9.
Marketing Strategies
How to tell if a product targets a female audience?
Does the product come in pink, purple, or red hues?
Is a woman depicted on the product?
Does the product have a fruity flavor?
Is the product in a slimmer container?
References
[1] Moore K, Pareek N (2006) Marketing: The Basics, Londres et New York, Routledge – Taylor & Francis Group.
[2]Stockwell T (2019) Diminution des méfaits et des coûts liés à l’alcool au Québec : Examen de politiques, Victoria (BC), Canadian Institute for Substance Use Research.
[3] Jernigan D, Noel J, Landon J, et al. (2017) Alcohol marketing and youth alcohol consumption: a systematic review of longitudinal studies published since 2008. Addict Abingdon Engl 112 Suppl 1: 7–20.
[4] Niland P, McCreanor T, Lyons AC, et al. (2017) Alcohol marketing on social media: young adults engage with alcohol marketing on facebook. Addict Res Theory 25: 273–284.
[5] Heileman M (2017) Le Femvertising : entre déconstruction des stéréotypes de genre et logique capitaliste : étude de cas de la campagne Believe in More de Nike Women. 107.
[6] Dessureault M (2021) Portrait du marketing de l’alcool au Québec: des stratégies pour tous les goûts, Association pour la santé publique du Québec.
[7] Atkinson AM, Meadows BR, Emslie C, et al. (2022) ‘Pretty in Pink’ and ‘Girl Power’: An analysis of the targeting and representation of women in alcohol brand marketing on Facebook and Instagram. Int J Drug Policy 101: 103547.
[8] Heileman M (2017) Le Femvertising : entre déconstruction des stéréotypes de genre et logique capitaliste : étude de cas de la campagne Believe in More de Nike Women. 107.
[9] Radio-Canada.ca ZS- Radio-Canada, Qu’est-ce que le pinkwashing? Available from: https://ici.radio-canada.ca/nouvelle/1192818/pinkwashing-communaute-lgbtq-fierte-defile-techniques-communication-entreprises.
[10] Atkinson AM, Sumnall H, Begley E, et al. (2019) A rapid narrative review of literature on gendered alcohol marketing and its effects.