Task C

The objectification of women in beer advertisements exists because beer companies are trying to sell to a specific demographic. This demographic is heterosexual, mainly white males so to sell to this group companies have discovered that exposed women work. Heterosexual men are obviously more attracted to a half-naked, good-looking woman than a covered up, average-looking woman; it’s human nature. However, the Advertising Code for New Zealand shows that many beer advertisements are breaking this code. Number 5 under the ‘Basic Principles’ title states “Advertisements should not employ sexual appeal in a manner which is exploitative and degrading of any individual or group of people in society to promote the sale of products or services. In particular people should not be portrayed in a manner which uses sexual appeal simply to draw attention to an unrelated product.” Number 2 on the same list states “Advertisements should not portray people in a manner which is reasonably likely to cause serious or widespread hostility, contempt, abuse or ridicule.” Although the other advertisements used for examples are from other countries, the Tui commercials are from New Zealand and certainly do not comply with this code. The only reason that beer companies use this technique for advertising is because it makes their product look desirable to their key demographic which earns them more money from sales. If they did not use this technique for their commercials they would not make nearly as much money as they do now.