Alfie (and the pleasures of Bacchus). Alcoholic drinks’ adv pictures are charming; the subject is often a man wearing clothes so elegant to be the envy of Alfie (you can choose the first Alfie interpreted by Michael Caine or the remake one by Jude Law). The man in question is self-confident, serious, calm, done up. Spirits manufacturers clearly “represent” the alcohol addicteds before the bender: flawless appearance, persuasive and resolute gaze. No references to crushing effects on metabolism, organs and psyche. The popular adage “A glass of wine a day keeps the doctor away” is unfounded, while the fact that alcohol hurts everything is demonstrated. I dare an advice: alcohol campaigns should be accompanied by the same phrase that we read on packs of cigarettes: “dangerous for the health, consult your doctor”. On the right, the artist Geoffrey Holder in a vodka adv campaign (1958).

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