Example 4

http://www.youtube.com/watch?v=aMCtpOwBdlY&noredirect=1

In this commercial for Bavaria Brasil beer one of the two men sitting on the beach picks up a beer bottle out of the chilly bin. As he does this a typically beautiful Brazilian women in a bikini rises up out the water. It does not take the man long to figure out that the beer bottle controls what the women does. He begins to take advantage of the women by causing her to make movements such as spin and lie down in the sand. His friend soon realises what is going on and attempts to snatch the bottle from his friend so as to have control over the mysterious women. They then begin to unpeel the label off of the bottle and the woman begins to undo her bikini bottoms. This commercial is not only encouraging men to objectify women and control them but for women to allow themselves to be objectified and controlled. The woman in this advertisement does not look at all unimpressed that these men are forcing her to do what they want her to, in fact she smiles for the entire time. A common recurrence throughout these advertisements is the difference in beauty between the genders. Much like in this commercial, the women are always very beautiful and the men are generally quite ordinary looking in comparison. This is most likely because the key demographic for beer sales is heterosexual men. The companies want their consumers to believe that if they drink their brand of beer then they can get beautiful women such as the ones featured in the ads no matter what they look like. Although most men would be smart enough to see through this over-exaggeration seeing this can still trigger a subconscious thought process within them. They will not believe that this will actually be true but they will remember the commercial because of the attraction to the female actresses or models. The female in beer advertisements is used to fulfil the male fantasy by overly sexualising everything that she does and being exposed much more than any woman in reality would.