In this ad for Bud Lite, we see a reversal of the usual gender pattern–in this case, a woman has x-ray vision and uses it to imagine what men look like under their clothes. When a chubby man appears and she sees his body under his clothes, she’s disgusted and looks away:
[youtube]https://www.youtube.com/watch?v=cOEMI8HRhlA[/youtube]
An interesting example of men’s bodies under scrutiny.
Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.
Comments 3
pharmacopaeia — April 22, 2008
Interesting too that the man gets a 'comedic' treatment at the end of the ad - something often seen with overweight men but rarely seen with overweight women in advertising.
73man — April 27, 2008
Interesting too because it uses the word drinkability - that's a new one on me.
Anonymous — March 14, 2009
I think this ad ultimately 'punishes' the woman for being sexually aggressive, both by inserting the 'unattractive' man, and assuming her lust is so fragile.