Our reader, Elizabeth A., drew our attention to this ad and she does a great job of describing what, exactly, is so disturbing about it:
The sexism at work here is nothing new. It’s just your tired, old, run-of-the-mill objectification of women as inanimate objects [robots] whose sole purpose is to sacrifice their own desires so that they may cater to the tastes [for draught keg contents] of the implied male viewer. In fact, the image in the commercial of a woman emptying herself for a man while keeping a constant smile is actually a disturbing reification of many women’s experience. Socialized to abnegate themselves, women may try and try to please other people, draining themselves of energy, until they are as empty as used beer cans. While the images used here are distractingly sexy, the underlying message is a terrifying turn-off, yet another example of how Heineken’s execs underestimate their target audience [hey, hetero men, you don’t want female companionship, just a fembot-like servitor!], insult women and leave everyone feeling demoralized and worse for wear.
More from Elizabeth at her blog: Blog of Stench.Lisa Wade, PhD is a professor at Occidental College. She is the author of American Hookup, a book about college sexual culture, and a textbook about gender. You can follow her on Twitter, Facebook, and Instagram.