Forbidden Fruit, Alchohol Ad 8/2011

If it’s not fashion, it’s alcohol.  In this case, a cuddle-puddle of gorgeous femmes looking ravenously at each other as they sip their ruby-coloured drinks.

I don’t know about you, but that’s what alcohol does to me, too.

This ad was in the August 2011 issue of Food and Wine.  A mixed gender audience, I presume, and therefore this ad can’t be added to my ever-growing collection of weirdly homoerotic ads aimed at straight women.  I think there’s a trend here, and I want some tidy sociological theory to tie it all up.  Any ideas?

Fragoli/Prosecco Ad, August 2011

Forbidden Fruit, Fragli/Prosecco Ad, Auust 2011

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4 Responses to “Forbidden Fruit, Alchohol Ad 8/2011”

  1. Eric B. Hanson Says:

    You might be able to add it to your list on the theory that a mixed drink made of strawberry liquor and prosecco is not designed to appeal to straight men.

    • motozulli Says:

      {laugh} excellent point, Eric. Thank you. So..any ideas about why the admen are making lesbian ads for straight women?

      • Eric B. Hanson Says:

        Why, because straight men love straight women who are also into other women, of course. The whole thing is really a furthering of male fantasy.

        Or the ads were really designed by lesbians who enjoy visual titillation.

  2. Gabrielle J. Forman, LCSW Says:

    I did a Master’s Thesis on Lesbian Imagery in Vogue from the magazine’s inception through the 70’s. Although it has ebbed (e.g. 50’s, 80’s) and flowed (20’s-30’s; ’70s), girl-girl imagery has been part of high-end glossy advertising forever. My guess is that it is both cynical in its drive to capture every part of the market, as well as possibly due to a shared subculture between “creative types” in the ad field and those in the gay community. Gay subculture had always been a world unto itself, that, while generally segmented by class and ethnicity, has also afforded overlap. There is also I think a cultural coda in which women of privilege (such as the pretty things in the ad, who might be privileged merely in looks, but who come to represent privilege in the current cultural coda for same) have always been able to engage in sexual fluidity as a form of that privilege. Speaking to them around that coda in an ad or several might snag the advertiser some consumer dollars.

    Does that make any sense? No wonder I left academia.


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