Gender Mystification through Alcohol Beverage Cheering Girls, Advertising Strategies and Promotion

Abstract

This qualitative study aimed to examine 1) advertising and promotion strategies for alcoholic beverages through the activities of alcohol promotional models and female alcohol sales promoters (beer girls) and 2) the decision-making process regarding alcohol consumption among consumers, influenced by the promotional activities of the models and the beer girls. In-depth interviews were conducted with relevant individuals, including beer girls, alcohol beverage distributors, and alcohol consumers, in establishments where the beer girls engaged in promotional activities. The areas under study involved the following three provinces: Songkhla, Phatthalung, and Trang.

The research findings revealed that the strategy of using "beer girls" to promote the sale of alcoholic beverages in various sales venues, such as restaurants, pubs, bars, and beer gardens, employed a "direct selling" approach to target specific consumer groups. By using “sexual myths,” female sales staff who were attractive, well-mannered, and in the age group of students or recent graduates were employed to stimulate and attract the interest of alcohol consumers. The alcoholic beverage products or the establishments used various forms of compensation as incentives to hire these promotional staff.

When analyzed from the consumers’ perspective, the strategy of using "beer girls" affected the decision to "select to drink" the product or "increase the amount consumed." This was influenced by the "sexual myths" of the sales promotion staff through various factors, including appearance, demeanor, gestures, speech, the use of psychology to persuade, or even the use of "certain feminine charms" to encourage consumers to decide to consume the product.