Cheesecake vs. The Home
The contradictions of brewery advertising in the early twentieth-century United States
Bibliographic Data
| ID | 12970542 |
|---|---|
| Authors | Mark Benbow (corresponding author) |
| Year | 2015 |
| Volume | 29 |
| Pages | 48-74 |
| Publication date | 2015-01-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | The Social History of Alcohol Review (JOURNAL) |
| Journal identifiers | ISSN: 0887-2783 • E-ISSN: 2640-7329 |
| Publisher | University of Chicago Press (PUBLISHER • US) |
| DOI | 10.1086/shad29010048 |
| OpenAlex | W2898245684 |
| Language | EN |
| References cited | 5 |
In the early twentieth century American brewers were trying to sell beer to two very different markets, saloons and the home. The advertising themes used for each were at times incompatible with one another. Saloon advertising commonly used sexualized images aimed at the male gaze rather than a family audience. For the home market brewers portrayed their product as a fit beverage for families, women as well as men. These contradictory efforts to appeal concurrently to radically different markets were ultimately unsuccessful. The family-friendly sales efforts were unable to counter the established images of beer belonging to the male-orientated, non-family friendly saloon. This article examines the advertising brewers commonly used for their saloon trade using a catalog of stock images intended for the saloon trade, the issues this marketing raised, and how they tried to market their products for home use using two large regional breweries as examples
Advertising · Appeal · Business · Political science · Product (mathematics · Fermentation and Sensory Analysis · Horticultural and Viticultural Research · Law · Wine Industry and Tourism · Marketing
| Citation velocity | historical |
|---|---|
| Highly cited | No |