Beer ads
I love beer ads and beer commercials. They’re usually clever, funny, and silly. They have excellent marketing strategies in that people really do enjoy them!
But I think what I like most about them is the wealth of information they hold; what they say about our gender roles and social beliefs and values. Beer ads represent societal constructions on masculinity and femininity. Let’s take a beer ads tour, shall we?
This one shows Jessica Simpson promoting a light beer. The fine print says, “I work out and take care of myself. But I still like a cold beer once in a while. That’s why I make the smart choice with a smart beer. Stampede Light, it’s beer plus.”
I notice two key things about this ad right away. First off, it’s a woman representing a light beer rather than a regular one. Secondly, we’ve got the association with intelligence and beer (because, you know, beer makes us smart. That’s why university students drink so much of it).
Then we’ve got Colonial Spirits scoffing light beer by saying, “We carry some of the best ales in the world for those who drink for the taste… And we carry ‘light beer’ for those who just like to pee a lot.” This is an indication that beer represents refined tastes and acts almost as a symbol of social status depending on what beer you choose.
The ad above, to me, can definitely be associated with this ad, Guinness for Strength, which shows men playing football with beer. The idea being here that beer is about masculinity and manliness.
Interestingly, this ad tries to incorporate masculinity with a light beer: “Light Beer: it keeps me at ma fightin’ weight”. And similarly, another ad shows light beer in the shape of a light bulb– the classic symbol of ideas, which would suggest that drinking light beer is the smart choice to make (regardless of gender).
I don’t remember who it was who made the comment on someone’s blog months ago, but the line was “Hungry Woman dinners? No. We get 100-calorie packs” (let me know if you know who said it!). And doesn’t it ring true! Women are often associated as the ones who eat only salads and try to be thinner; men are often associated with needing to fuel up for the sports they participate in. Case and point: the boot camp I’m a part of is a boot camp for women; there is no boot camp for men where I live (my doctor, when I mentioned boot camp, noted that I don’t really need it but that he could sure use some boot camp. He remarked that men are probably much more in need of boot camp than women. A very interesting comment for a doctor to make!). And nearly all of my male friends regularly compete with each other in trying to see who cat eat the most tacos/milk/ice cream etc.
However, when we look at these beer commercials, it becomes apparent that it’s not just women we’re trying to appeal to these days with trying to be healthier, lose weight, or eat less. Society is working on altering our conception of masculinity to allow for men to drink things like light beer without feeling “less of a man”. And most of the appeal in these ads focus on appearances rather than health, which is a whole other topic altogether.
What do you think? Are our views of masculinity and femininity changing? Are gender roles starting to overlap and becoming socially acceptable? And to the men out there: what do you think about 100-calorie packs being promoted by women, Hungry Man dinners being specifically aimed for men, and the different associations that these ads make with light beer as being a feminine thing (as with the Jessica Simpson ad) or something which can apply to manliness (as with the “fightin’ weight” ad)?
i think that SLOWLY our stereotypes are changing but i still think it will take a while, as evidenced by these ads… i still think that women are critiqued way too much regarding physical appearance as opposed to men, but i think slowly, but surely it will change (hopefully in our lifetime!)
Sagan, you crack me up! Great breakdown of the J. Simp. commercial. As for stereotypes I think they are always in flux but that over millenia the basic underlying principles have stayed the same.
Advertising is a good field for someone who enjoys lying! Of course, they rationalize it, but it’s still a field based on lies.
The friends of mine who used to have those eating contests, and being so “manly” in their disregard to healthy behaviors, their obese, paying for their behaviors, and having body parts replaced or removed 🙁
OK, the 100-calorie packs — I’m not even sure I agree with the concept behind them. It’s 100 calories, but is it healthy? Hungry Man dinners – I stay away from them as well – too much processed food. What I do think – the whole idea of weight loss is touted more to women – and has to do with the idea that our society puts much emphasis on looks, especially for women. And that fits the 100 calorie packs (even if I disagree with it).
On the beer front – there seems to be some equality there. For me, it comes down to taste over calories. Maybe that’s wrong when I’m drinking several, but that just doesn’t happen that much anymore. For me, it’s about enjoying the drink. And, it usually ends up being the full-caloried versions — and usually something off the wall. The one about light beer and peeing – very funny!
Sagan, I enjoyed this post very much (I don’t know if my reply came across that way, but I did)!
This was a great post!
(I’m sorry, I’m not really up on all the celebrities, but they are touting Jessica Simpson as SMART?! Is she? I might have her confused with someone else…..)
And I loved the light beer and peeing….too funny!
Have you seen the ads for Alexander Kieths beer? Very strange….. good beer, though!
I’m a fan of the 64 calorie beer ads (where one asks for the beer, and one asks for a full calorie beer or a mixed drink, but only “64 calories” of it.).
The peeing is funny.
Don’t know much about beer, I do not drink. Please do not call me a party pooper!I can have just as much fun, not drinking! I am always the designated driver for everyone whenever we go to parties. I am one lady that cares about my friends not driving while under the influence,so this is the only concern I have about beer. LOL!!!!
I really enjoyed reading this post. I am fairly new to your blog, but it is so intriguing and I will definitely be back for more!!! You seem so insightful aware-which is just what we need!!!! The media is POISONOUS I TELL YOU——-
*and that 100 calorie pack quote is amazing*****
Loveofoats- I agree that they are slowly changing. As to which way they are changing… that remains to be seen!
Charlotte- “they are always in flux but that over millenia the basic underlying principles have stayed the same”: I think you’ve nailed it!
Dr. J- hehe that’s an interesting way of putting it. And scary about your friends.
Lance- am glad you liked it and I agree with pretty much everything you just said- from 100 calorie packs to taste to the amusement of that ad:)
Bag Lady- Alexander Keiths is my favourite beer! Haven’t seen any ads for it recently, though, I’ll have to look some up.
Tricia- am going to have to google some 64 cal beer ads now for sure!
Nazarina- I’m usually with you on the non-drinking, so I completely understand! Thank goodness for people like you to make sure the drunks get home safe:)
Seeleelive- thanks so much for reading! I love the 100 calorie pack quote so much.
I have been around since the early women’s lib days and have seen major changes. I still, as
Charlotte, there are underlying principles that won’t change soon.
Advertising is all about stereotypes and exaggeration to get attention.
Jessica gets attention. Don’t know if she is postergirl for intellegence though.
I feel like I could write a whole post responding to yours but I’ll try to keep it brief…
100 cal packs – don’t have a problem with the theory (pre-portioned treats could be a useful tool in weight management) but find the execution to be lacking (the ones I’ve tried did not taste good enough to be worth eating 100 empty calories).
Hungry Man meals – a) don’t like frozen dinners so I wouldn’t buy them no matter what they were called; b) in my experience, women are more likely to be the ones paying attention to calorie counts & nutritional information, and men are just looking for something to fill them up. So that marketing may be stereotyping, but those stereotypes exist for a reason.
Beer – I do drink beer but have never in my life consumed a “lite” beer. I’m not a “drink to get drunk” consumer though; if I’m going to have a beer, I’m more concerned with what it tastes like than what the calorie count is. I prefer darker beers, which is probably contrary to the stereotype of female beer drinkers. But I happen to know I’m not the only one. 🙂
Sagan, dear friend, just wait till it’s YOUR friends 🙁
The choices we make determine our lives. Often long before we are smart enough to make good ones…
I pee the most when i drink Mac and Jacks, or Hefeweizen.
But anyways, advertisers get paid a crap ton of money because they are good at what they do. They do endless polls and study tons of stats to come up with stupid commercials that most speak to their target audience. They do what works. women want to lose weight and men want to be manly. I wouldnt call it a fact, but its a statistically true.
Kelly Turner
http://www.groundedfitness.com
This was a hilarious and fascinating post.
So true…according to the media, women aren’t supposed to be hungry! Who ever talks about the female appetite in commercials? It seems like all of the specifically feminine eating on TV is either an intellectualized diet-nutrition choice or a bout of stress eating.
I love beer (and I am female)….I had lots of practice after 7 years of university and drinking beer. I think university/college students drink more beer not necessarily because of their intelligence, but more due to economics; a pitcher of beer is WAY more affordable than several rum & coke 😉 I too love beer commercials, and yes Alexander Keiths is also a favourite of mine (beer & ad). Light beer? Not for me.
Sagan, you seem very insightful and wise for such a "youngster". You are welcome to join me for a "Keith's" anytime. ("Sleeman" is really good too; as is Colorado's "Fat Tire", I fell for that this summer when I travelled to Fort Collins for some professional courses.)
anonymum
James- great points- and definitely have to agree with you about Jessica Simpson:)
Javachick- I don’t think I’ve ever had a light beer either, and I’m much more interested in drinking for the taste than drinking to get drunk. It’s no fun if you’re going to just forget everything the next day!
Kelly- yes, it’s statistically true. It’s amazing how deeply rooted our ideas and understanding of gender and gender roles go…
Blueberryhil- no kidding. I get very hungry, quite often. Shouldn’t that be addressed, too? (“and aren’t I a woman?”)
Anonymum- I’m pretty sure you still get lots of practice:) Beerdrinkfest when Tommy G Man leaves? hehe.
I think the views are gradually changing – we shall see what happens in the future!!
I think theres abit of female superiority in the western world right now, especially on TV. You have shows aimed towards female viewers which talk about things like men being broken women, how little boys are more aggressive (negative term). Even the nursery rhyme, What are little boys made of? Snips and snails, and puppy-dogs’ tails etc.
Merging the sexes together is like making alittle robots, the differences are what makes this world (potentially) great. Do you really want your boyfriend to be like your girlfriend?
I agree it’s very one-sided, same in the UK too where we have a real problem with binge drinking, it’s very much seen as “macho” to drink a lot so hard spirits and beers are marketed to men.
ALTHOUGH there are clear efforts being made to change that now, thanks to a government incentive.
Have never seen a diet product advertised for men – would LOVE to!
TA x
Veggiegirl- we sure will! I’m in agreement with you.
Jack- excellent point! But I think there’s also a hint about what this is all about in your comment: we have specific ideas about what men and women should respectively do in their roles, and when these expectations are not met then they are looked down upon. What, for example, does it MEAN to be someones girl or boyfriend? There are innate differences between men and women, absolutely. But there is also some truth to the idea that we are not in completely separate spheres; men can be “feminine” and women can be “masculine”. Thanks for this perspective! Very thought-provoking.
TA- binge drinking seems to only be about proving yourself- it’s so sad. (and really, where’s the fun in waking up the next morning after a binging episode? :)).
I’m late to the party here, but whatever.
I drink Guinness. I eat a lot. I fuel up for workouts. I scoff at light beer. Maybe I’m gender confused, since I don’t seem to fit any of the female beer drinker stereotypes?
Regarding the light bulb “ad” — it’s not an ad; it’s something I Photoshopped for a contest. And it has nothing to do with ideas.