This is one of the most entertaining beer commercials that I have seen in a long time. The commercial is for a Dutch beer. The commercial was so controversial that it is banned in the United States. It takes the idea of “beer goggles” to a new extent. The idea behind the commercial is that the woman will look one hundred times better once you have a couple of beers in you. The commercial takes place in a bar and there are two individual, a man and a woman, sitting across from each other. The waitress hangs the man a glass of beer. The woman is shown wearing glasses and is dressed very conservative black dress. With every sip the man takes of his beer the more attractive the woman becomes. Her clothes become smaller and more revealing. At the end of the commercial the woman changes back to her original appearance because his beer glass is empty. At the end of the commercial he orders another beer so he could keep the fantasy alive.

After watching the documentary, “Killing Us Softly” I could understand why some commercials are designed to make women out to be an object. Before I would look at commercial and not think a single thing was wrong because commercials are supposed to be funny. Now I look at commercials more closely to see hidden messages. In this commercial the woman is only there as eye candy for the man. The woman does not even have a drink anywhere around her so why is she in a bar? Is she looking for the typical drunken response? She even seems to be educated so she should know better. There are other commercials that use woman’s bodies to help sell their products. Sky Vodka has one commercial where a woman’s body is the bottle. Woman’s bodies are used in alcohol commercials to provide the chance that if you drink that product than women will always be around you. This is not always true. Most women when they see a drunken person they do not want anything to do with them. There is nothing more unattractive than a guy how is falling down drunk.

Another problem with alcohol commercials is that they do not show any consequences of drinking. There are no clips of the next day. No clips of the vicious hangover or the chance of alcohol poisoning. Even a flash forward a couple of hours later so that we can see him preying to the porcelain gods because he drank too much. Even much later that night being rushed to the hospital to get his stomach pumped because he developed alcohol poisoning. There is even the extreme chance that he could take full advantage of the situation and rapes her. If the wrong type of man sees that commercial he could get the impression that raping a woman is acceptable. All alcohol commercials show on the bottom of the screen “Please Drink Responsibly” when how could you tell who is being responsible. Every body type is different a person who weights 108 cannot drink as much as someone who is 220 pounds. While who is the person who should be the responsible party? Should the establishment be responsible if one of their customers caused an accident? A commercial like this could possibly send the wrong messages that notice you are drunk; women will start to flirt with you.

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