March 3 (3/3)

beer advertisements are manuals on masculinity

provide a clear and consistent image of masculinity, how to become a man, how to act like a man

what is lifestyle branding

emanates from images that construct a plausible and desirable world for consumers

1950-1960 beer ads

youn/middle aged white heterosexual couples sharing beer in a private area

1970-1980 beer ads

men drinking beer with other men in public

what are the 4 dominate gender themes

loser

buddies

hotties

bitches

what are losers

men portrayed as a chump, being humiliated

what are buddies

individual masculine status is offset by the safety of male groups

what are hotties

women who are highly sexualized or fantasy objects. potential prizes

what are bitches

women who threaten to undermine individual mens freedom to enjoy erotic pleasure

what are the difference better white and black losers

black men can face even worse humiliation into e ads

1992 city girl ad

male relationship,heterosexuality, hard labour, wisdom being passed down

what is the 1992 city girl ad

the the Australian ad with two guys talking bout the girl who doesn’t drink the beer

2018 the dance ad

displays a sense of vulnerability

practicing anti-masculine physical pursuit

loving and caring man

how are black men represented in ads

coming, violent, savage or primitive and hyper sexual

what are black models more likely to be portrayed as

athletes or entertainers

black athletes are presented as succeeding because of

biologically gifted, physical attributes

white athletes are presented as succeeding because of

character or intellectual traits

why are stereotypical depictions problematic

quickly recognizes and accepted

it reinforces assumptions