I laughed when I saw each of those ads. As far as advertising goes, the first one was probably more effective, but only because it implied something desirable. I'm sure some people will think that it is objectifying women, but I think that just shows their own mindset - it's called projecting. There are dozens of commercials and ads objectifying men every single day, yet you rarely hear a complaint about it. That's because the people who are complaining about the female golfer are likely the same ones who privately think of women as objects, as less than, as somehow inferior or less useful than men. I'm not at all offended by this ad - but I also don't see women as only sexual objects. Women are powerful creatures in their own right and sex appeal is just one aspect of that power.
The second one seemed to say, "You too can be hungover and miserable all by yourself on a dirty beach." Whoever came up with that one needs a new line of work. I'm offended, but not because they are glorifying drinking to (in my country at least) someone who is underage. The ad is a mess. It doesn't give a promise of something alluring, and actually, now I'm worried that if I fly on ryanair I'll end up crash landed on a beach someplace, the only survivor of a horrific accident because the pilot was too drunk to pay attention to the flight.
That why there were so many objections to the first one. They said it was just reducing women to objects to be had, rather than people. It was in a small enough own so a lot of local objectors but as you said it is their mindset rather than anything else as their are a lot of ads out their that could be called offensive to different demographics.
I'll have to disagree with you on the second point since we grew up on the coast and often spent great nights drinking down at the beach as well as going on holidays to the party islands which were some of the best times we ever had when i was younger. It was messy, it was fun and if i was a teenager again i would go again it in a second.
I guess the creators of the second ad know their target demographic pretty well if it triggered a specific memory for you. My drunken parties always took place in the woods... and while I love the beach I prefer to think if it as pristine and clean.. the same premise but with a clean vibe would change the whole thing for me.
Interesting how advertisers are so good at their jobs sometimes.
It's an Irish company so targeting drunken drunken irish teenagers is an easy pick since its pretty much all of them. That's probably one of the advertisers holiday snaps from a few years back. Woods can be nice too but beach was so near that we could camp and have bonfires, stay the weekend and party. They were good times.
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