What Liquor Ads Teach Us About Guys

Don't sell daddy any more whisky, I know it will take him away.

I often talk about women's representations in popular culture but I think it's important

that we talk about men and masculinity as well.

To paraphrase bell hooks, men aren't oppressed or exploited by sexism

but they do suffer as a result of it.

Advertisers spend billions of dollars annually to make sure that audiences

consciously and unconsciously feel an emotional desire to buy their products.

This means that male representations are often of sexist jerks and

liquor ads are a great example of this.

Hey men, according to television all you have to do to get the ladies is pretend

to be emotional, you know, instead of actually expressing honest emotion.

"I am so sorry, is he bothering you?" "Aw no, no no, awwwwww."

"Is he yours?" "Ya, he's my first mate" "Aw"

"Where'd you get them?" "I rescued them from a shelter." "Aw, you did that?"

"Get the lab"

And for you married men, here's a tip on how you can trick your oblivious wife into

doing what you want instead of, you know, actually telling her how you feel.

"What is she thinking?" "Oh wow, that looks great, I love it. Ya."

"I love it too but look at the hole I just found right here." "Oh no I didn't see that, that's awful"

"I guess we're not going to match again, this keeps happening" "Such a huge hole"

"Good try, I guess I'll go with this."

"Welcome to the society of uncompromising men. Welcome to the Wiserhood."

Advertisers attempt to convince men that manipulation is the only way to engage

with women. And this leaves women represented as oblivious and totally

unaware of the deceit. I mean, it would be totally ridiculous to, maybe, like...

communicate honestly?

These ads are clearly telling men that it's okay to manipulate women in order to get what they want.

If men aren't learning how to manipulate women, they're learning that women exist

to be displayed, judged and evaluated.

"ca va? oui, ca va."

"Some perfection is debateable, some is not. Patron."

And objectifying women is just another amusing past time because

you know when we're walking down the street, we're just there for your visual pleasure.

"So, the Dawson file, tell me about it." "Ya the closings in Bo-- ston, so put your game face on" "It's on."

"Happy Birth-- day! Alright!"

"Guys never change, neither do we. Jim Beam, the Bourbon since 1795."

Guys never change and neither does the offensive advertising.

Liquor ads take the worst possible masculine traits, repackage it and sell it right back

to them, continuing this cycle of sexist socialization.

It is a control mythology: a story which assumes this behaviour is natural and will never change.

It promotes and encourages men to continue this behaviour and creates an

environment where women have no choice but to accept it.

Showing groups of men engaging in this behaviour repeatedly over many

advertising campaigns creates a space in which patriarchal norms

are encouraged and promoted.

We have to rewrite the narrative and change the story to one

where men can, do and are changing.