Browsing by Subject "alcohol advertising"

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  • Hellman, Carin Matilda Emelie; Katainen, Anu Hannele; Seppänen, Janne (2018)
    This study examines gender constructs in advertising in European beer commercials (N = 59). It employs a lens of “citizenship” for discerning techniques by which male and female realms are portrayed as nonrelated, competing, and of unequal worth. This lens provides an explanation for why the connotations are problematic from a public health perspective. The citizenship-related tensions that the commercials entailed concerned taking the lead versus being governed, being free versus being controlled, being seen as a threat versus being welcomed as a friend, and being worthy of solidarity versus being excluded from group bonding. The article argues that these tensions not only involve the ethical issue of encouraging the consumption of potentially harmful substances (alcohol) and reproducing repellent gender stereotypes. The controlling, moralizing, and dull female characters are construed as infringing on the knowledgeable, skillful, and free alcohol-consuming male citizens. Gender thus unfolds as a crucial dimension in the mediation of commercial views on the relationship between the consumer and the state in alcohol policy.
  • Seppänen, Janne; Hellman, Matilda; Katainen, Anu (2018)
    This article asks what psychic functions humorous alcohol advertisements employ and how they are connected to the wider cultural meanings of alcohol. The material comprises 27 advertisements televised in Europe in 2013. The material is primarily examined using Freud’s ideas regarding the psychogenesis of jokes. Freud’s conceptions of humor provide in-depth point of views to understand how the advertisements address the viewer’s mind. We recognized three psychic processes: the pleasure of nonsense, recognition of the familiar, and liquidation of criticism. We argue that these are essential psychic activities which characterize the more or less unconscious functioning and content of humorous alcohol advertisements. The article suggests that the humorous strategies recall the infantile pleasure connected to playing with language. The humor in alcohol advertisements may also liquidate the critical attitudes toward drinking, enforce the process of denial of addiction and prohibit the reality-based reflection of alcohol use.
  • Hellman, Matilda (2020)