A common body practice is consuming alcohol. Many people choose to partake in drinking alcohol to feel the effects; euphoric, social, talkative, fewer inhibitions, excited etc. And alcohol advertisements portray these desired effects, as well as using attractive models to portray them. I think this presents a very strong double bind. First of all, when enough alcohol is consumed the desired effects are no longer felt and the undesired effects such as becoming less rational, confused, impaired balance, slurred speech etc. And when those effects are felt it is very unlikely to also be attractive and fun. You can't be drunk and attractive. For example, if you go into the Dinkytown McDonalds at 12:30am on a Friday you will not see people like the ones in the ads above. You may see a drunk girl becoming loud and dramatic, some drunk guys stuffing their face with food, and a couple making out in one of the booths. Now these are all extremes and might not all be happening in McDonalds but they are definitely happening somewhere.
These advertisements lead people to believe that they will be attractive, social, and in control if they drink their alcohol but that doesn't happen much in real life situations.
I agree with you. I think that ads for liquor are portrayed with cool and attractive people having a great time because that's what the desired effect of drinking alcohol is supposed to be. You're right, you normally don't see a drunk person acting like the ads you posted, instead while they are acting like fumbling buffoons, they probably think others see them as what these ads show.
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