Alcohol advertising and hegemonic masculinities in Ghana: a Public Relations perspective
Abstract
Henry Kojo Bonsu-Owu's doctoral thesis, which analyses 182 beer and bitters advertisements in Ghana, combines Taylor's messaging strategies with Connell's theory of hegemonic masculinity. He examines how advertising links characteristic elements of friendship, dominance and sexuality with the implication of different types of beverages, which reinforce masculine stereotypes. It invites us to reflect deeply on visual messages and their impact on male identity. From a Public Relations perspective, it highlights the non-Western approach and its ethical call to rethink the role of graphic communication.
Keywords
Advertising, Alcohol, Masculinity, Public Relations, GhanaReferences
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