Read the event report for Dr Amanda Atkinson’s webinar on gendered alcohol brand marketing in a changing world: exploring the targeting and representation of women, and the implications.
Dr Atkinson presented findings of a mixed methods ESRC study that explored how women are targeted and represented by alcohol brands, how this has changed over time, and how such marketing is experienced, viewed and interpreted by consumers in intersectional ways.
Key areas of focus included:
1. Women and femininity in alcohol brand marketing.
2. Pinking of brands and venues: just a colour?
3. Female friendship and bonding
4. Appearance and consumer based femininity
5. Managing busy (working) lives and multiple roles
6. Does sex still sell?
7. Moving beyond the cisheteronormative
Gendered alcohol brand marketing in a changing world: exploring the targeting and representation of women, and the implications.
July 2023