Your Beer Doesn't Think You're Man Enough

I had wanted to use the new-ish ‘lifeguard training’ Miller Light ad but it’s restricted on youtube and I don’t know if I would be able to share it, so this will have to do.

It seems that the advertisements of major American beer companies negate the fact that women consume a large enough portion of their product that they should at least be marketed towards. Using the “Man Up” slogan, Miller Light describes itself as a personification of manhood, an especially manly beer. Only, here’s where that description loses credibility: a woman is in the position of guiding the lost man to a better choice of beer, this while the man submissively and subversively communicates feelings of attraction toward her. She hints that she would be more attracted to him if he drank Miller Light and abandoned certain disingenuous and ridiculous, stereotypically feminine subculture fashion statements; he would then be more manly. This woman is the authority on taste and respectability. Now does she think highly enough of Miller Light to drink it herself? Or does she simply have the human decency to suggest it to this dog who was going to drink something pretty closely resembling piss (if it is worse than Miller Light)?

If one of these companies championed itself as a favorite of women everywhere, it should expect to see results in its sales. However, the progression towards that message is going to be a very slow process. Anyways, it’s not like there’s a stigma against women drinking these beers. Is there? Miller Light should hire the ghost of George Washington Hill in the PR department.