hhonda627
Bud Light1
The advertisements from a campaign for Bud Light create images of women that allow them to be objectified. Each advertisement in this campaign shows a man and woman interacting while drinking Bud Light. The women in the advertisements are all portrayed in compromising positions, and once again, the ads are to be viewed from a male perspective.
Particularly, I would like to focus on the advertisement that reads, “Get it Started”. This particular advertisement shows a highly sexual image of a man and a woman. He is sitting back while the woman is on top of him straddling him while they are about to engage in a kiss. Although they are both fully clothed, she is a wearing a small lingerie type shirt that exposes her skin. The accompanying text is very suggestive of sexual activity and associates drinking this alcohol with having sex. “The modern arsenal of the myth is a dissemination of millions of images of the current ideal; although this barrage is generally seen as a collective sexual fantasy…it is summoned out of political fear on the part of male-dominated institutions threatened by women’s freedom, and it exploits female guilt and apprehension about our own liberation—latent fears that we might be going too far,” (Wolf, p.16). These Bud Light ads all portray and suggest sexual activity through the text in the ads. They reinforce a male dominated view that women are merely sexual objects of desire.
Bud Light1
The advertisements from a campaign for Bud Light create images of women that allow them to be objectified. Each advertisement in this campaign shows a man and woman interacting while drinking Bud Light. The women in the advertisements are all portrayed in compromising positions, and once again, the ads are to be viewed from a male perspective.
Particularly, I would like to focus on the advertisement that reads, “Get it Started”. This particular advertisement shows a highly sexual image of a man and a woman. He is sitting back while the woman is on top of him straddling him while they are about to engage in a kiss. Although they are both fully clothed, she is a wearing a small lingerie type shirt that exposes her skin. The accompanying text is very suggestive of sexual activity and associates drinking this alcohol with having sex. “The modern arsenal of the myth is a dissemination of millions of images of the current ideal; although this barrage is generally seen as a collective sexual fantasy…it is summoned out of political fear on the part of male-dominated institutions threatened by women’s freedom, and it exploits female guilt and apprehension about our own liberation—latent fears that we might be going too far,” (Wolf, p.16). These Bud Light ads all portray and suggest sexual activity through the text in the ads. They reinforce a male dominated view that women are merely sexual objects of desire.