The advertisement that jumped out to us was the Budweiser screen in Times Square. It showed many Budweiser products on the large screen with interchanging sports and men as well as many refreshing images of ice and frothiness. No women were featured in this ad and the male scenes were associated with sports, primarily in the baseball field. The stereotypical American male is drawn to sports and by associating beer with the all- American past time it will definitely appeal to them. Not liking sports makes a guy different by not being masculine; therefore, this ad suggests that not liking beer makes you un-masculine. It’s expected of guys to enjoy sports, and by linking the two together it is showing that guys should be expected to drink beer to fit in at the sports games they love. This ad excludes women by not showing any female figures and focusing on sports. This could be an attempt to say that women do not or should not enjoy sports as much as men do, and therefore do not like beer as much as men do. This ad even extends to the point of suggesting that when a girl drinks beer or enjoys sports, they are losing their femininity.
Although we find this add to be stereotypical and generalizing the All American man, we have this type of advertising many times in toys, magazines, and commercials. Because of its prevalence, we can assume that these advertisements are the ones that sell. What does say about our society?
Blair, Adela, Rachel
In all honesty all over the world no one really talks about women sports. No one goes around mentioning the WPS, Women's Professional Soccer. It is a sad thing to have women excluded from sports, but also NFL came out with a commercial recently about how they have made Women's NFL jersey's, so it seems that NFL is trying to interest women, but Budweiser is stayin' away from them
ReplyDeletePS Jack said the first comment (I forgot my name)
ReplyDeleteHmm...it's interesting though that they didn't use sexy girls drinking beer, or at least, sexy girls looking at the sexy boys drinking beer. I can't decided which is worse: to include women in an objectified fashion, or to completely exclude them from these adds??
ReplyDelete-Mary T.
It's very interesting that beer + sports = masculinity. This relates actually to an episode of "Friends" in which Chandler feels pressured to enjoy football because his friends do, when he only wants to watch the dog show.
ReplyDeleteWhat you're saying is very true, men do feel emasculated if they don't like beer or sports and sometimes force themselves into this situation as Chandler did on "Friends."
-Hunter
As annoying as it is that the advertisement world chooses to exclude women from sports, what message would be sent if women were shown advertising for beer and women's sports at the same time? Is it better that we are excluding them or should we include them but in a degrading (associating sports with alcohol) way?
ReplyDelete-Mary R.
What confused me was when you were talking about how women drinking beer took away their femininity and because femininity is most always associated with sex appeal, it would take away that as well. If this is true, why do so many other beer companies advertise with sexy women drinking beer? Is it the context? Do you think that this message about "guy time" would sell better than a commercial with sexy girls?
ReplyDelete-Lara
This is interesting because in my group we saw a beer ad with a woman in it. Why do you think that some beer has woman in it and others has men. I think that when woman are in the ad it is still advertised towards men. What do you think?
ReplyDeleteI think this says that our society likes devision and alliances. It's hard for me to explain, but sometimes you like to just coup up, and exclude people, make an us vs term relationship, us vs the world. It makes you feel like you're together its fun.
ReplyDeleteAt my school, the financial aid kids and I like to pretend to be "the poor kids", "we can't go out for lunch everyday cause our parents arn't rich jews with loads to spend" yea, just kiki'n it in the cafeteria instead." you could call it a kind of affinity group, people say that a lot of ethnic affinity groups are formed in high school out of necessity because others just won't know what it's like. But the truth is of time there's no need for them, they're just kind of fun, all the financial aid kids, are still middle to upper middle class, they're not poor, they could go out to lunch everyone once in a while, but we still like to make that distinction.
Likewise sometimes it's cool to withdraw and just be with your broes, kick back watch the game, drink some brew. Women could be included, and sometimes they are, but it's nice to just be "with the guys".
wow that was convoluted. I tried.
-Stefan