19 of 40

Write now Article Tools

I haven't watched much sports television since the college football season ended, but I have started to watch lately. I understand that the beer advertiser needs to appeal to the 18-35 crowd. I know this because I was once the 18-35 crowd. Oddly enough, I lost my taste for multiple beers at approximately 37 years.
This might have coincided with my move to Portland, Oregon and my introduction to tasty micro-brews, but I also have enough respect for Budweiser's research analysis capabilities to suspect that I just out-grew it. When a corporation is widely known as the biggest advertiser, by dollar, of any other, you just have to think they know what they are doing.

None of this knowledge can suppress the repulsion I feel for the latest Heineken advertisement I have seen on a number of sporting events. An animated blonde female, looking like Gwen Stefani with larger breasts, comes out to some disco-techno score, dances around a bit, then sprouts robotic arms while splitting open in the middle to reveal a Heineken small keg they are trying to sell. Not only does she encourage your excessive drinking, but she provides the keggette, and pour it for you. The perfect female, at last!
As the father of two daughters, I try to discourage as much sexist advertising as I can, but for crying out loud, where do you start with this one? I guess I should take some encouragement that no animated slacker male comes out and slaps her for not pouring fast enough.
When is enough, enough? Does no advertiser have any sense of decency anymore?

Learn more about this author, Phillip Fears.
Click here to send this author comments or questions.

Add your voice

Know something about How much does culture and lifestyle affect behavior??
We want to hear your view. Write now!