TANDUAY’S

CALENDAR GIRLS:

unmasked
 The use of seductive imagery in alcohol advertising has been a
longstanding strategy to attract consumers. By associating alcohol
consumption with ideas of allure and temptation, advertisers aim to
create an emotional connection with their target audience. In the
alcoholic beverages industry, the use of women as an object of
attraction to the potential market of these products, which are men
(generally, if not all), is also common. This case, of course, has not
been new for one of the most famous brands of alcoholic
beverages in the Philippines, Tanduay.

Tanduay, for several years, has been collaborating with women

who will model their advertisements and deemed this strategy as a
form of empowerment besides wanting to sell their products. This
is well-known as the year’s ‘Tanduay Calendar Girl’ that has
somewhat been supported by the Filipino people as it has been an
ongoing practice of the company up until today.

Tanduay Rhum Alcohol Ad always makes sure to let its models

wear lingerie, bikinis, and the like, directly contacting the skin.
Removing the model’s brassieres sometimes and ultimately
showing the cleavage furrows is the point of red-dyed attention of
the possible consumers. Eyes and lips are always on their
remarkable post to communicate the possibility of enticement. Hair
is brought down and curled, making it a sexier appeal to
consumers.
 The confidence and power that this role gives to the models made them
believe, as well as the majority of the people, that none of such forms of
advertisement calls for reevaluation. Because again, women are given the
freedom to express themselves and be comfortable with their own skin.
However, this strategy actually hints at sexual objectification of women
masked with the idea of empowerment. With this, I would like to emphasize
three things: Sexism and Gender Stereotypes, Impact on Women's (True)
Empowerment, and Role of Advertising in Shaping Perceptions.

The depiction of women in alcohol advertising often follows a predictable

pattern that reinforces traditional gender stereotypes and perpetuates
harmful representations. Rather than presenting women as multifaceted
individuals with agency and diverse identities, these advertisements frequently
reduce them to objects of desire. In doing so, they place a disproportionate
emphasis on women's physical attractiveness and sexual appeal,
overshadowing other aspects of their humanity.

This consistent portrayal of women as passive objects of desire contributes

to a broader culture that devalues women's autonomy and agency. By
perpetuating the idea that women's primary worth lies in their ability to fulfill
male desires and fantasies, these advertisements reinforce harmful gender
dynamics. They suggest that women exist primarily for the pleasure and
consumption of others, rather than as autonomous individuals with their own
desires, aspirations, and complexities.
 Furthermore, this narrow representation of
women in alcohol advertising limits the ways
in which they are seen and understood within
society. By reducing women to one-
dimensional stereotypes focused solely on
their appearance, these advertisements fail to
reflect the diverse roles and capabilities of
women in contemporary life. Instead, they
reinforce outdated and limiting notions of
femininity that prioritize surface-level
attributes over inner strength, intelligence,
and individuality.

Moreover, by perpetuating these

stereotypes, alcohol advertisements
contribute to the normalization of harmful
gender dynamics and power imbalances.
When women are consistently depicted as
objects of desire, it reinforces the idea that
their worth is contingent upon their ability to
conform to narrow beauty standards and
fulfill societal expectations of femininity. This
not only restricts women's opportunities for
self-expression and fulfillment but also
perpetuates inequalities within society at
large.
 As a woman, it’s disappointing to witness how something this big is overlooked especially in the field of advertising. Under ASC
Approvals, print ads, merchandising, and digital materials typically aren't pre-screened unless they contain specific themes or
classifications such as sexy tones, skin exposure, potentially controversial or sensitive execution, and alcoholic beverages. On
the surface, advertisements like Tanduay's may not seem harmful. However, upon closer examination, it becomes evident that
women are often reduced to mere accessories to enhance the product's appeal, with their attire having little relevance to the
advertised alcoholic beverage. If we were to compare this to a clothing company, it would be more logical for models to wear
bikinis or underwear if those were the products being sold. Yet, this isn't the case here. But why has this never been openly
discussed?

Unfortunately, in today’s time, advertisements for liquors and beers frequently utilize sexuality to promote their products,
reinforcing negative associations between alcohol and sex appeal, independence, and rebellion. The worse thing is that the media
romanticizes and promotes this. These ads often target young teens and adolescents, shaping their perceptions of gender roles
and sexuality. Women are often objectified and trivialized in these advertisements, portrayed as either highly sexualized "hotties"
or undermining "bitches", reinforcing masculine norms of assertiveness and control. Sexism is prevalent in alcohol advertising,
depicting irresponsible drinking and unfair treatment of women. Exposure to sexualized images in alcohol ads contributes to the
normalization of excessive drinking, sexual interaction, and violence against women.
 As gatekeepers of advertising content, creative directors and account managers have a
crucial role to play in challenging these harmful portrayals. Firstly, they must educate
themselves about the impact of gender representation in advertising and understand the
potential harm caused by perpetuating stereotypes. By staying informed and engaging in
ongoing discussions within their teams, they can foster a culture of awareness and
accountability.

Furthermore, creative directors and account managers should actively challenge assumptions
about the use of sexist imagery and messaging in advertising campaigns. Instead of
defaulting to tired tropes and stereotypes, they should encourage their teams to think
critically and push boundaries. By promoting diversity and inclusivity in their campaigns, they
can ensure that advertising reflects a range of identities and experiences.

Collaboration with clients is also key. Creative directors and account managers should work
closely with clients to understand their marketing goals and objectives, while also
advocating for campaigns that align with ethical standards and promote responsible
consumption of alcohol. By fostering open communication and mutual respect, they can
create campaigns that resonate with audiences while also upholding principles of social
responsibility.
 Monitoring campaign impact is another important aspect of
promoting ethical advertising practices. By evaluating the
impact of campaigns on audiences, particularly in terms of
gender perceptions and behaviors related to alcohol
consumption, creative directors and account managers can
identify areas for improvement and course correct as needed.

Finally, creative directors and account managers should

support industry-wide efforts to promote responsible
advertising practices and challenge harmful stereotypes. By
engaging with industry organizations and initiatives, they can
collaborate with peers to drive positive change within the
advertising industry as a whole.