The female image in domestic TV beer commercials

Abstract

Background Domestic TV beer commercials are typically used to target males and are focused on male models. However females are beginning to appear as a leading role. This seems to mirror and represent social changes in the tabooed female drinking culture of the past in which alcohol consumption is equal to males. This study aims to discuss how beer commercials reflect the differences between female images in domestic TV beer commercials over the past decade and female images that have changed in the social stream. Methods The study focuses on beer which is a type of liquor consumed by the most by female consumers, 143 TV commercials of three top domestic market share brands aired from 2007 to 2016 were analyzed. In order to analyze female images in the commercials, 16 liquor commercial topics reframed for Korean circumstances were used as analysis criteria in selecting representative commercials. A qualitative analysis was also conducted, based on female images in South Korean society and female images presented as the frame of reference. Results The study revealed that in TV beer commercials over the past decade, women have appeared in non-traditional roles and subjects, and in leading and superior characters to men, not remaining as traditional, auxiliary roles and sexual objects. There has also been a transition to commercials targeting women of the millennial generation, who do self-actualizing and social activities and live for their happiness. Conclusions As women of the millennial generation have emerged as the main consumer of beer, female images in TV beer commercials have changed with social changes. This study contributes academically by considering female images in TV beer commercials that target women in a social context.