Content Analysis Of the many influences on how we view men and women, media are the most pervasive

and one of the most powerful. Woven throughout our daily lives, media insinuate their messages into our consciousness at every turn. (Wood 1994) Elements of gender are continually made use in the advertising industry. Van Zoonen(1994) states that advertising uses gender and gender stereotypes as a technique, almost obsessively. There are numerous studies made connections between gender and advertisements, therefore, the purpose of this paper is to examine, via a content analysis of how gender is portrayed in specific advertisements (hard alcohol) and the connections between genders, sex appeal, color of the background and gender stereotypes. Men and women have historically occupied different roles in society. As societies have developed, the social roles of, and the stereotypes attached to, men and women have also changed. (Taylor & Francis 2012) Gender stereotype beliefs attribute specic characteristics to women and men, and have a prescriptive element; determining whether specic behavior is appropriate for a woman or a man (Eagly and Karau 2002). Many advertisers address us along gender lines, whereby men and women are depicted in certain ways. The female and male forms are used to sell material goods as

well as non-material concepts to males and females. (Nowosenetz 2007) There are numerous researches made the connections between color and gender stereotyping. A notable example of an innocuous gender-related cue is color. Pink and blue tones are commonly associated with the sexes, a color gender linkage that has been operating since the middle of the last century (Frassanito & Pettorini, 2008; Huun & Kaiser, 2001;Paoletti & Kregloh, 1989) LoBue and Deloache (2011) stated any infant surrounded by pink items is virtually certain to be a girl, whereas a child immersed in blue is very likely to be a boy. This color differentiation is not limited to newborns. Studies in the past found that sexual images in advertising had become more overt over time, and that models were wearing more suggestive clothing. (Jones & Reid 2011) In a similar research, past researchers have found that male characters were over-represented in advertising images and that female characters tended to be portrayed in passive roles as sex objects (Barthel 1988, Fowles 1996, Coltrane and Adams 1997). Over the period studied, magazine advertising showed a trend toward objective role portrayals of women fairly equal to men. (Mager & Helgeson 2010) Also, Courtney and Lockeretz (1971) has done a similar research, they found that advertising presents women as sexual objects for the male gaze and that women are not

regarded as whole people, may have become even more prominent Not much research has been done on gender stereotypes and alcohol advertisements. And we are curious how does alcohol advertisements attract their potential customers attention? How is gender stereotype portrayed in alcohol advertisements? Therefore, in order to find out how gender is portrayed and how they are portrayed in hard alcohol advertisements, we propose the following research questions: RQ1: How does gender influence the way hard alcohol is advertised to people? RQ2: Is sex appeal use differently for audience of different gender in hard alcohol advertisements?