August 11, 2025Questiones PublicitariasOpen Access

Alcohol advertising and hegemonic masculinities in Ghana: a Public Relations perspective

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YOYulmar Montoya OrtegaUniversitat Autònoma de Barcelona

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Implication

Analysis of beer and bitters advertisements reveals connections to hegemonic masculinity in Ghana, suggesting a need to rethink graphic communication ethics.

Key Points

Linking alcohol advertising to hegemonic masculinity reinforces masculine stereotypes prevalent in Ghana, especially among young men.
The analysis of 182 advertisements showed how visual messaging directly impacts male identity formation and cultural perceptions.
Utilizing Taylor's messaging strategies and Connell's theory, the study uncovers aspects of friendship and dominance inherent in advertisements.
The findings call for a deeper understanding of graphic communication in non-Western contexts, emphasizing ethical considerations.

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Yulmar Montoya Ortega (2025) studied this question.

synapsesocial.com/papers/68a360ce0a429f797332897c https://doi.org/10.5565/rev/qp.420

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Implication

Analysis of beer and bitters advertisements reveals connections to hegemonic masculinity in Ghana, suggesting a need to rethink graphic communication ethics.

Alcohol advertising and hegemonic masculinities in Ghana: a Public Relations perspective

Discussion

Member takes

Implication

Key Points

Cite This Study

Alcohol advertising and hegemonic masculinities in Ghana: a Public Relations perspective

Discussion

Member takes

Implication

Key Points

Cite This Study

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