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Sexism In Liquor Ads

But what does this add say to women? It has no feminine aspects to it and the picture of the black man may hold a woman's interest for a second or two but not long enough for her to be moved enough to buy this product. The boldness and over all cool cat attitude is directly attributed to the male audience in hopes that they will aspire to be like this man and therefore drink there Hennessy. Liquor companies, such as Hennessy, have not opened up the market to women and are still playing the same old male controlled market cards that keep their business alive just enough to keep going. .
             Ads # 2 and 3 both have an unavoidable male theme to them. While these ads glorify male bonding they do not have anything feminine at all about them. Jim Beam even goes to the lengths of patronizing women in order to sell their product. Both Jim Beam ads I used showed major sociological problems and aspects contained in the ad. Ad #3 shows four men all dressed in the same jersey and wearing the same face paint at a football game. The ad is pushing for conformity using the excuse of a football game to show a visual picture of guys doing the same thing. The add subliminally tells the audience that in order to have that much fun and go to football games one you need to dress up in jerseys and face paint and two you need to drink Jim Beam. It's also suggesting that men must drink so that they can stand to be with each other. .
             Ad #4 consist of a black background and the words " My brother introduced me to two RED HEADS one left me but I"m still devoted to the other" and at the bottom of the page a half pictured Makers Mark bottle. The photographer only placed the neck of the bottle with the trademark red lid in the frame along with a slight top view of the bottle. The neck in this ad is meant to represent a falice. The falice represents masculinity that's also seen in the phrase at the top of the page. The man is no longer with the assumed red headed woman but still consumes the Makers Mark.


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  • Word Count: 995
  • Approx Pages: 4
  • Grade Level: Undergraduate

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