Following on a little from my last post on Image I wanted to explore ‘the romanticism of drinking’ – the messages we are bombarded with long before the age of 18, that lead us to believe that alcohol is so, so awesome.
“Corona. From where you’d rather be”
“Barcardi Silver. Your night just got more interesting”
“Pursue your daydreams. Vive Cuervo”
Yep, alcohol can be awesome. It breaks the ice and gets everyone to loosen up – conversation just seems to flow more freely, drink in hand.
It’s a symbol of freedom from reality. A time to let you hair down, socialise, flirt, live and enjoy the moment.
Although no-one really needs more than a drink or two to get two to enjoy the benefits of alcohol and get into a pleasant state of grace, in my experience not many of us have the will power to stop at two drinks. Often, not even three.
Which leads me to believe that perhaps we are actually buying into something more…?
From studying advertising, I’ve discovered a lot about brand image and marketing. The goal in brand building is to not just sell the product, but also to create a desirable brand image that consumers can essentially buy into. In this way a brand becomes a symbol of expression, a way of sending a message out to those around you of the kind of person you are or aspire to be.
I know I know, advertising doesn’t affect you. But you know what? I think it’s influenced me.
Confession: I’ve used alcohol to express myself symbolically.
Looking back at my dates with alcohol in the past – I’ve often imagined that in my drinking I was expressing something cool. Emulating another version of that world of freedom and fun you see on the billboards and between the glossy pages of your favourite magazine.
Perhaps I’d order a cocktail at a trendy bar to appear sophisticated.
Or I’d drink wine at a family gathering to display my adult-ness.
Maybe I’d drink a beer with the boys to prove I am a laid back and easy going gal.
Or I’d down some straight spirits to show my “badass”, rebellious side – symbolising my eagerness to escape reality and have a wild night.
It all seemed very glamorous at the time…
In contrast, looking at sobriety’s depiction in modern media, the interpretation I am left with of a non-drinker at a party is “I’m a square”.
Which of course is a thought I’ve now dismissed…and dare to challenge
So, what am I aiming to express in not drinking?
That I don’t need anything to have a good time.
“ Hello Sunday Morning. Enjoy Everything. Need Nothing.”