Drinking Ad Accused of Blaming Victims for Rape

December 9th, 2011 - By Brande Victorian

The Pennsylvania Liquor Board’s new ad campaign was intended as a warning about the increased risk for rape when women drink heavily, but accusations that the ad blames rape victims for their attack has caused the Board to pull the ads.

Between the wording and the imagery, it’s easy to see how the perception of blame comes into play when the focus of the ad should really be responsible drinking to protect yourself from the threat of rape. In addition to the ad seen here, another version reads, “Date Rape. See what could happen when your friends drink too much.”

Shock tactics are extremely common in advertising, but are they effective at capturing people’s attention, and in this instance, inciting a change of behavior? Adam Duhachek, an associate professor of marketing at the Indiana University Kelley School of Business, says not necessarily. He told The Wall Street Journal that two things can limit the efficacy of ads portraying negative outcomes: “The first is that people just shut down and don’t process the message at all,” because people might see the disturbing images and think, “I was having a perfectly nice day until I saw this, and now I’m not going to look at it.” The second issue is that negative ads trigger a “defensive processing mechanism” in which viewers actively distance themselves from the presented outcome, thinking it can never happen to them.

With the ad pulled, these factors may not be an issue when it comes to alcohol-fused sexual assaults, which a spokeswoman for the Liquor Board says happen to more than 97,000 people on an annual basis. But wording on the board’s website, controltonight.com, which is visible on the ads still tells women to “Call the Shots” and presents hypothetical situations of what could happen if young women drink too much with friends. For many, the undertone of blame may still be present.

What’s your take on the ad campaign? Does it promote blame when it comes to women who are victims of rape after a night of drinking? Or do you think it encourages personality responsibility?

Brande Victorian is a blogger and culture writer in New York City. Follower her on Twitter at @be_vic.

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  • Lis3345

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    • Cchigbu23

      What the hell is this?

  • IllyPhilly

    OMG, oh that’s a stink a$$ ad. Well if that’s the case, the bank teller didn’t say yes I couldn’t have the money, but she didn’t say no. SMDH!

    • aqquippless

      HUH?

  • Stokeslp3

    The ad specifically states that it makes women VULNERABLE TO “DATE RAPE”.  So no, it doesn’t blame the victim, but actually says to women to have precaution.  There are dirty men out there that are uncontrollable when they drink as well.  They don’t hear no, they may be more aggressive, and the woman is almost at the point of passing out.  I think the ad is “UGLY” because the picture is truth, however, warning highschool students, college students and even junior high school students about the dangers of heavy drinking is essential.  There are now countless crimes closely linked to serial killers and rapist out there, why protect the image of misled females by producing a cleaner ad?  The more truth, the harder the impact.  It’s ugly because it is really ugly in life to see a woman vulnerable and not in realistic mode.  Wake up, it is not blaming them, it says vulnerable.  Besides, some women use alcohol just to blame for a moment of wildness.

    • cw

      The ad isn’t suggesting rape. Its suggesting when you drink too much, you place yourself in dangerous situations because your ability to think rationally is inhibited by alcohol. The message is simply do not drink irresponsibly.

    • IllyPhilly

      So the most dangerous place for a child is the Black woman’s womb ad is just fine? These ads r terrible and they still don’t help. Right now there’s a girl somewhere falling off a bar stool. For every anti smoking, drug, or drinking ad there’s 30 shows and songs that says do it. Ur rite though people use alcohol as a scapegoat.

  • ladeedadee

    its a very fine line, but its is the truth. it’s never the womans fault if she got raped because the definition of rape is sex without consent. so if she didn’t want it, except to it, or agree, than its is rape. however, being drunk does increase a womens risk of being taken advantage of. its not fair but its the truth. so all though the ad maybe harsh, its true. :/

    • http://www.facebook.com/dana.cotton1 Dana Cotton

      What does being drunk have to do with a pervert attacking and raping a woman…I mean….why not have ads aimed at preventing pervs from preying on innocent women….

    • pvh17

      You are correct ladee, its is NOT the woman’s fault…but IMO, this ad is not suggesting that it is.  I think the ad is fine in that criminals are, for the most part, opportunists.  And nothing screams easy pickin’s like someone who is drunk.  Easy pickin’s not only for rapists but for theives, muggers, etc.  To me, this is analagous to warnings to lock your car doors and place valuables out of sight in order to avoid car/property theft.  This does not mean the vicitim is at fault if they fail to do those things, it just means that if you don’t do those things you are easier pickin’s.