Beer Advertisements: Is the glass half full for everyone?

Beer advertisements are one of the main offenders when it comes to using sexist stereotypes. Women are constantly portrayed as either sexual objects or nagging housewives in an attempt to attract the male audience. The phrase “sex sells” comes into play here. Women are regularly sexualised to entice male customers into buying a specific brand of beer. They will most often have high amounts of skin showing in places such as the breasts, buttocks, arms and legs. If that does not work advertisers then try to entice husbands or boyfriends by playing on the irritating wife or girlfriend stereotype. It is often repeat offenders when it comes to this type of advertising. Brands such as Skol, Heineken and Budweiser are the main beer producers that have consistently sexist advertisements. This type of advertisement appeals to the target audience by degrading women with cliché stereotypes. Most of the beer advertisements today have very little to do with the product that is being advertised because they very heavily feature half-naked women. In an article on everydayfeminism.com an article about advertising affecting rape culture it is stated that “The sexualisation of women sends a clear message – it is a man’s role to gaze at women and it is a woman’s role to be a sexual object.”