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“Branding Men”: Exploring Men, Masculinity and Thai Alcohol Brands in East Asian Global Markets

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East Asian Men

Abstract

This chapter explores the use of representations of masculinity within Thai alcohol advertising as the basis for expanding the global reach of brands across East Asia. In short, multi-national companies are embarking on the subjectification of East Asian markets through particular (heterosexual) masculine codes. Interestingly, these codes are strongly indebted to Thai heritage and include themes such as Thai nationalism, monarchism and Buddhism. Importantly, these elements that are designed to appeal to Thai men are becoming the basis of the brand appeal to men across East Asia. The chapter argues that simply focusing on the local dynamics of consumerism as a means to make masculinities is limited. Rather, it is important that in order to understand the potential development of East Asian masculinities, an awareness and understanding of global branding is required.

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Notes

  1. 1.

    The 10 alcoholic brands were selected from the top five of “Thailand’s most admired brands 2013” from the categories of liquors and beers, which produced adverts aired on television. The research was conducted by the BrandAge Research Team of the Brandage marketing business magazine, which is widely recognised by the business industry and by academic scholars.

  2. 2.

    The TV alcohol adverts bought from the “Mediawrap Company”. It is the largest and most trustworthy company that monitors and sells all advertising data in all paid media in Thailand.

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Author information

Authors and Affiliations

  1. Newcastle University, Newcastle upon Tyne, UK

    Jhitsayarat Siripai & Chris Haywood

Authors
  1. Jhitsayarat Siripai
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  2. Chris Haywood
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Editor information

Editors and Affiliations

  1. Department of Sociology, University of York, York, United Kingdom

    Xiaodong Lin

  2. Media and Cultural Studies, Newcastle University, Newcastle Upon Tyne, United Kingdom

    Chris Haywood

  3. Graduate School, Newman University, Birmingham, United Kingdom

    Mairtin Mac an Ghaill

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Siripai, J., Haywood, C. (2017). “Branding Men”: Exploring Men, Masculinity and Thai Alcohol Brands in East Asian Global Markets. In: Lin, X., Haywood, C., Mac an Ghaill, M. (eds) East Asian Men. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-137-55634-9_9

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  • DOI: https://doi.org/10.1057/978-1-137-55634-9_9

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  • Publisher Name: Palgrave Macmillan, London

  • Print ISBN: 978-1-137-55633-2

  • Online ISBN: 978-1-137-55634-9

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