A comparative analysis of the images of women portrayed in alcoholic drink advertisements on web pages : the case of Thailand and United States of Amarica

The purpose of the study is to analyze the depictions of women and their
differences in online alcoholic drink advertisements in Thailand and the
United States of America. Eighty advertisements involving females broadcast
on web pages from January 2008 to May 2009 were selected- forty for each country.
The results revealed that most women in both countries are portrayed in
decorative roles but the presentation of these roles is different in Thailand and USA.
Women in Thai advertisements are demonstrated in a higher percentage of decorative
roles than American advertisements. However, the images of women used in American
advertisements are more explicit than those in Thai ones, which may be due to
cultural differences between the two countries.