Snehata K. sent in two commercials for Miller Lite that reproduce ideas of masculinity while encouraging men to do something usually seen as feminine: care about calories. In the commercials we see that it’s ok to drink beer with fewer calories than the regular, as long as you do it in a manly way:
What’s a feminine way of drinking light beer? Prioritizing calorie content over the taste. If you’re a guy, you can care about health/diet and thus want a lower-calorie beer, but only if you show you still care about beer the way men are supposed to: you appreciate the taste and won’t sacrifice it for anything.
Guys who forget that are embarrassingly girly. And being feminized is clearly stigmatizing, worthy of ridicule. Even women are disgusted by feminized men. So not only will men who fail to adequately perform masculinity be ridiculed by men, they’ll lose any chance with hot chicks, too. As they do so often, men are receiving a clear message: be sure you’re masculine in every way, all the time, or you risk losing any claim you have to a respected version of manhood.
Of course, if you really want to be manly, you need to stop caring about silly things like your health altogether and drink Miller High Life.
Comments 26
finette — May 3, 2010
There are currently two commercials running on Comedy Central (and others, I'm sure) that use the phrase "take the skirt off" to imply that a man is emasculated--this one and the one for the handheld TV that debuted during the Super Bowl.
Leigh — May 3, 2010
If there's any truth to the notion that women are gate keepers or evaluators of masculine qualities, then it seems to me that women can take positive steps toward encouraging alternative forms of masculinity.
Woz — May 3, 2010
What is crazier is that Miller Lite is advertising itself as a good tasting beer. Seriously, I get the horrid gender ideals this ad is promoting, but I still think the bigger crime is that they are advertising slightly dilluted horse urine as a beer...
Ryan — May 3, 2010
My roommate argued over these commercials with me because he decided that it was okay because the man was actually carrying a purse. (The man is not, we have DVR) I told him he had missed so many points. These ads bother me way more than I think they should.
cynthia — May 4, 2010
I'm female, and I prefer beer that you can't read through.
Lola — May 4, 2010
I am a woman, and when I watch these commercials, the guys come off as friendly and attractive to me, whereas I am kind of blown away by how mean the bartenders are. And mean about Miller Lite of all things! I wonder if these ads are effective for their target audience?
pg — May 5, 2010
My favorite 'light' beer is Becks Light. Low calorie, actually has a decent taste. Cheers!
Agaaaaaaaaainnnnn? « ethecofem — May 11, 2010
[...] Chloe at Feministing wrote a better analysis and linked to another analysis, so mine’s really not necessary. Posted in advertising, beer, pop [...]
Rachael — May 16, 2010
This stuff makes me want to cry. I'm serious. The idea that "girly" stuff is degrading to men makes me that angry. It makes me even angrier than the idea that counting calories, wearing skirts, and carrying carry-alls are inherently feminine.
The Round-Up: May 18, 2010 « Gender Focus — May 18, 2010
[...] Sociological Images takes on Bud Lite commercials that stigmatize men for failing to act “manly” enough. [...]
Michael George — May 14, 2013
Beers are also healthy in our body, but i prefer that it will be only drink once a month or twice, because more beers will have a bad effect to your lungs.
CanadaGurl — December 4, 2014
Awful. Just awful.