Example 6

In these advertisements for Cooper’s 2.9% alcohol beer the concept of “beer goggles” is played on by showing women “realistically.” The scenario behind these ads is most likely that the man is hoping to have sexual relations with the woman in each advertisement, however because he is not as intoxicated he can still see how she really looks. It shows the parts of the women that are disguised by the beer and would make a man attracted to her such as larges breasts, long legs and a pretty face. The selling point is that because there is less alcohol, the “bad” aspects such as old age, extra weight and general look of the women will still be visible. This potentially saves the man from having sexual relations with her and regretting it later. This gives the idea that a woman can be judged by her looks, not her personality. It also implies that a woman is not worth pursuing because she is deemed “ugly” by the creators of this advertisement. The message that women would receive from these advertisements is that you should not look like any of these women if they ever want to find a husband. Of course this is not the case but with advertisers constantly reinforcing this, the self-esteem of women would decrease greatly.