# Effeminate Man PSAs Akzia Student Journal Beer Effect Ads Warn Against Excessive Consumption By Amelia Roblin | Published 2011-04-04 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/akzia-student-journal-beer-effect-ads References: [coloribus](http://www.coloribus.com/adsarchive/prints/akzia-student-journal-beer-effect-girl-14263255/) & [mcsaatchi](http://www.mcsaatchi.com/) [Beer drinking](https://www.trendhunter.com/trends/back-rack-hack) is sometimes considered a manly man's activity, yet these Akzia Student Journal Beer Effect ads argue the contrary. With the help of the M&C [Saatchi](https://www.trendhunter.com/trends/snack-right) advertising agency, this publication has put out the message that [consuming overindulgent quantities of booze](https://www.trendhunter.com/trends/gordons-mix-it-up) can meddle with your hormones and more. One of the print ads features a man, posing nude as if in a prepartum portrait with a pregnant stomach. To elaborate on the idea pictured, text beneath the photo reads that "Excessive consumption of beer affects masculinity and leads to belly growth, enlarged lacteal glands and decreased potency." Furthermore, a butch-looking woman is featured on the second print, reading that "Excessive consumption of beer affects feminity. It leads to an increase in facial hair and body odor because of an increase in male hormones." The Akzia Student Journal Beer Effect ads seems to offer the type of message that many college and university students may appreciate. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 78% | Activity: 79% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Key Themes Behind This Trend - **Anti-alcohol Psas:** The creation of anti-alcohol PSAs targeting specific demographics or stereotypes presents an opportunity for disruptive innovation in the advertising industry. - **Gender-specific Marketing:** Marketing campaigns that challenge traditional gender stereotypes have the potential to disrupt the advertising industry and appeal to younger, more diverse audiences. - **Health-conscious Messaging:** Messaging that emphasizes the health consequences of excessive drinking can disrupt the alcohol industry and appeal to consumers looking for healthier options. ### Where This Applies - **Advertising:** The creation of creative and impactful anti-alcohol PSAs presents an opportunity for disruptive innovation in the advertising industry. - **Alcohol:** Anti-alcohol messaging and marketing campaigns can disrupt the alcohol industry and appeal to younger, more health-conscious consumers. - **Health and Wellness:** Messaging that emphasizes the negative health consequences of excessive drinking can disrupt the health and wellness industry and appeal to consumers looking for healthier options. ## Related on Trend Hunter - [Hilarious Female-Supporting Beer Ads](https://www.trendhunter.com/trends/beaver-water.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Male-Targeted Canned Cocktails](https://www.trendhunter.com/trends/get-hard-alcoholic-beverage.md) - [Anti-AI Beer Billboards](https://www.trendhunter.com/trends/heineken-friend.md) - [Cheerful Beer Store Campaigns](https://www.trendhunter.com/trends/whatever-the-case-may-be.md) - [Senior-Targeted Beers](https://www.trendhunter.com/trends/becks-70.md) - [Responsible Alcohol Consumption Campaigns](https://www.trendhunter.com/trends/call-it-a-night.md) - [Connected Gamer Campaigns](https://www.trendhunter.com/trends/just-another-night-out.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md)