This thesis focuses on how masculinity and femininity are constructed in alcohol advertisements in the print form, specifically in For Him Magazine (FHM) and Gentlemen’s Quarterly (GQ) . Alcohol advertisements address the reader in a way that sells the lifestyle that is associated with the product. Within the lifestyle depicted in the advertisement, there may also be an identity and a specific gender identity that the reader may be encouraged to incorporate in order to achieve the lifestyle associated with the advertised product. Advertising in general has often been implicated in constructing masculinity, and in particular, femininity in narrow or restricted ways. South African advertising has been found to depict women as passive sex objects and men as strong, intelligent and as the dominant gender. The mass media and advertising use and extend upon existing societal ‘norms’ and discourses regarding the construction of masculinity and femininity by sending these discourses or constructions back into society in the form of advertising. A discourse analysis was employed to investigate to what extent advertising has used gender based societal discourses as well as what dominant structures or portrayals of gender appear in South African alcohol advertising. By using the qualitative method of discourse analysis as well as a social constructionist paradigm, several discourses were identified. These included the discourses of patriarchy, violence as a masculine quality, men being unemotional and independent, women’s bodies as sexual objects, male companionship, a heterosexual norm, an anti-hegemonic masculinity and a discourse of glamorous heterosexuality. The results of the analysis discussed how in alcohol advertising, women are still constructed in a limiting and sometimes sexual manner whereas men are constructed in a more variable way. / Dissertation (MA)--University of Pretoria, 2008. / Psychology / unrestricted

Thesis ( M.A. (Media Studies)) --University of Limpopo, 2014 / This study investigates the effects of televised alcohol advertisements on the drinking behaviour of youth in Praktiseer community of the Greater Tubatse Municipality. The nature and trends of alcohol consumption in South Africa are examined. The study also focuses on the impact of alcohol exposure, and the costs alcohol abuse can incur on the individual and society at large. The types of advertising models and the regulatory systems in advertising were identified. Data were collected through a self- administered questionnaire. The study hypothesised that the exposure to alcohol advertisements influences alcohol abuse among the youth. However, alcohol industry claims that the youth is not its niche market and hence should not be blamed for any abusive behaviour of alcohol by the youth. Just like the few studies interested in the effects of alcohol advertising, alcohol exposure and alcohol abuse, the present study also reveals that televised alcohol advertisements have a great influence in alcohol consumption among the youth in Praktiseer community.

Thesis (M.A. (Media Studies)) --University of Limpopo, 2014. / This study investigates the effects of televised alcohol advertisements on the drinking behaviour of youth in Praktiseer community of the Greater Tubatse Municipality. The nature and trends of alcohol consumption in South Africa are examined. The study also focuses on the impact of alcohol exposure, and the costs alcohol abuse can incur on the individual and society at large. The types of advertising models and the regulatory systems in advertising were identified. Data were collected through a self- administered questionnaire. The study hypothesised that the exposure to alcohol advertisements influences alcohol abuse among the youth. However, alcohol industry claims that the youth is not its niche market and hence should not be blamed for any abusive behaviour of alcohol by the youth. Just like the few studies interested in the effects of alcohol advertising, alcohol exposure and alcohol abuse, the present study also reveals that televised alcohol advertisements have a great influence in alcohol consumption among the youth in Praktiseer community.