Tasveer Ghar: A Digital Archive of South Asian Popular Visual Culture

Selling Intoxicating Bondings:
Hyper Masculinity and Print Alcohol Ads in India

A Visual Gallery

In the Phallic Spirit
This ad highlights the obsession with phallomorphic shape. The liquor bottle carved out in the shape of a phallus is emblematic of erection, strength and above all visible masculinity. Phallomorphism saturates the dominant masculine culture, and the penis is seen as the sexual organ par excellence.2  Besides, we also observe a pattern of words like ‘Director’s’, ‘Officer’s’, ‘Teacher’s’, etc. in liquor titles, an endeavor to somehow link alcohol consumption with authoritarian positions.

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2 Mansfield, Nick, ‘Femininity: From Female Imaginary to Performativity’, In Subjectivity: Theories of the Self from Freud to Haraway, New York: New York University Press, 2000, p. 70. 
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