n Gender and Behaviour - The construction of femininity, race and sexuality in alcohol advertisements in South African and American women's magazines

Volume 11, Issue 2
  • ISSN : 1596-9231



In our consumption-and-media-orient society, alcohol advertisements in contemporary women's magazines become ripe for analysis. The text in women's magazines often have influence as agents of socialization, regularizing and giving preferentiality to specific types of meaning about femininity, sexuality and race. So, it comes as no surprise when African feminists like Mama claim that the impact of globalisation on women's cultural practices have become normalised. The main research question is . The characteristics of the adverts, in other words, the presence of human models, celebrities and sexuality, were examined using textual analysis. The findings indicate that the alcohol industry uses antifeminist societal communication in women's magazines which could lead to new onsets of alcohol use and perpetuate current drinking patterns including stereotypes of what it means to be a woman.

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