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Faculty Advisor

Kimberly Taylor

Author Biographical Statement

Sofia Gabrielle Nava Marron is an international business student at Florida International University, where she studies International Business Administration and Digital Analytics. Passionate about connecting cultures through marketing, she serves as Co-President of the American Marketing Association and is an active member of the Model United Nations travel team. Sofia has gained practical experience as a digital marketing consultant for El Central Hispanic News and as an intern at Puente Cultural Integration. Her current research focuses on emerging gender roles and their impact on alcohol advertising.

Abstract

This study examines the evolution of gender stereotypes and emerging gender roles in alcohol marketing over the past century, with a distinctive methodological approach, analyzing advertisements spanning 100 years. By incorporating LGBTQ+ representations alongside traditional gender portrayals, this research provides a comprehensive historical perspective on how advertising strategies have shaped and responded to societal changes. The study employs a detailed content analysis of alcohol advertisements from the 1920s to the present, focusing on emotional appeal, projected values, geographic targeting, psychographics, and distribution channels. By tracing these elements across different periods, the research uncovers how gender roles in alcohol marketing have evolved from rigid stereotypes to more nuanced, inclusive approaches. Findings indicate a shift from overtly gendered messaging, where alcohol was marketed through hyper-masculine or feminine imagery, to contemporary strategies emphasizing lifestyle aspirations and inclusivity. While historical ads reinforced traditional gender norms, modern campaigns increasingly cater to diverse identities, reflecting broader societal shifts. This research highlights the influential role of alcohol advertising in shaping consumer behavior and gender perceptions. Understanding these shifts is crucial for marketers and policymakers seeking to promote responsible and equitable marketing practices in an evolving social landscape.

DOI

10.25148/FIUURJ.3.1.11

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