Example 5

https://www.youtube.com/watch?v=IbsUAqC3nWo

In this commercial for Tui beer three men are attempting to break into the Tui beer factory which is entirely run by females. Of course being a beer ad targeted at men these females must be dressed in less clothing than would be suitable for work in real life. For example, a security guard would normally wear long pants and a button-up t-shirt; however in this advertisement the security guards are wearing short skirts and tops that expose a great deal of cleavage and midriff. The women in this commercial are portrayed as rather naïve and stupid as the men easily sneak past them with ease by distracting the security guards with high heels and obvious camouflage against a brick wall. The males are fully clothed in this commercial and the women are skimpily dressed which is another recurring similarity with beer advertisements. This is another ploy used by companies to entice male consumers into buying their products. The demographic for beer advertisements is white, heterosexual males. Since the demographic is heterosexual males they would be more attracted to half-naked women rather than half-naked men. This is why the men in beer advertisements are almost always fully-clothed. The females in this Tui commercial are also portrayed as being spoilsports. They are the reason that the men have to sneak into the factory and are the antagonists of the advertisement. This is a common stereotype used in commercials though women who are portrayed like this are usually not good-looking or are the partner of the male. In this advertisement the spoilsports are also good-looking making them a combination of the two stereotypes.