Author(s)

Evans Akesse-Brempong, Edem Cephas Cudjoe

Department of Communication, Pentecost University, Accra, Ghana.

Gender portrayals in advertisements do not only sell products but they also perpetuate and propagate gender stereotypes as behavioral norms. This study examines the construct of masculinity in television advertisements of alcoholic beverages in Ghana. Relying on earlier scholarship and theoretical standpoints on gender and masculinity in mass media, coupled with a qualitative content analysis design, the study established that adverts of local alcoholic beverages constructed masculinity along the lines of amatory, camaraderie, heroism and aggression. The theme of amatory where men were portrayed in amorous gesticulations and as objects of sexual desire was the most dominant. The study concludes that elements of masculinity and hyper-masculinity are imminent in advertisement of local alcoholic beverages in Ghana and that advertisers deliberately embed these masculinity showings in these advertisements in order to stimulate demand for these products among the male gender. The study however recommends that the over-reliance on portrayals of masculinity in the advertisement of alcoholic beverages can adversely affect sales since women might not be intrigued about patronizing these beverages. Also, these portrayals could influence hyper-masculine tendencies among target market.

Gender Portrayals, Masculinity, Advertisement, Mass Media, Alcoholic Beverages

Akesse-Brempong, E. and Cudjoe, E. (2023) The Alcohol Man: Portrayals of Men in Popular Ghanaian Alcoholic Beverage Advertisements. Advances in Journalism and Communication, 11, 136-157. doi: 10.4236/ajc.2023.112010.