Example 2

Translations:

Fountain- If the guy who invented the drinking fountain drank Skol; it would not be like this but like this. Everything’s round with Skol.

Breasts- If the guy who invented the censor strip drank Skol; it would not be like this but like this. Everything’s round with Skol.

Bra- If the guy who invented the bra drank Skol; it would not be like this but like this. Everything’s round with Skol.
Shower Curtain- If the guy who invented the shower curtain drank Skol; it would not be like this but like this. Everything’s round with Skol.

 

In these Skol advertisements women are clearly objectified to be desirable for men by using their bodies as the focal point to these posters. Each poster shows an invention that could have been improved to convenience men better if only the man who invented them had been drinking Skol. This could be accurate if the person who invented the bra had been a man. It was, however, a lady named Mary Phelps Jacob. The slogan “Everything’s round with Skol” refers to a woman’s body parts such as her breasts and buttocks. Again, the advertisers have played on men’s attraction to the female body by using it to sell their brand of beer. Most of the advertisements above only show the parts of women that the target audience will be attracted to. This is an example of a beer advertisement that has little relevance to the product being sold. The beer only features in the bottom right corner of every ad while the rest of the space is filled with women’s bodies.