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Don't sell daddy any more whisky, I know it will take him away.
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I often talk about women's representations in popular culture but I think it's important
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that we talk about men and masculinity as well.
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To paraphrase bell hooks, men aren't oppressed or exploited by sexism
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but they do suffer as a result of it.
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Advertisers spend billions of dollars annually to make sure that audiences
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consciously and unconsciously feel an emotional desire to buy their products.
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This means that male representations are often of sexist jerks and
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liquor ads are a great example of this.
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Hey men, according to television all you have to do to get the ladies is pretend
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to be emotional, you know, instead of actually expressing honest emotion.
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"I am so sorry, is he bothering you?" "Aw no, no no, awwwwww."
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"Is he yours?" "Ya, he's my first mate" "Aw"
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"Where'd you get them?" "I rescued them from a shelter." "Aw, you did that?"
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And for you married men, here's a tip on how you can trick your oblivious wife into
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doing what you want instead of, you know, actually telling her how you feel.
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"What is she thinking?" "Oh wow, that looks great, I love it. Ya."
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"I love it too but look at the hole I just found right here." "Oh no I didn't see that, that's awful"
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"I guess we're not going to match again, this keeps happening" "Such a huge hole"
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"Good try, I guess I'll go with this."
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"Welcome to the society of uncompromising men. Welcome to the Wiserhood."
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Advertisers attempt to convince men that manipulation is the only way to engage
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with women. And this leaves women represented as oblivious and totally
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unaware of the deceit. I mean, it would be totally ridiculous to, maybe, like...
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communicate honestly?
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These ads are clearly telling men that it's okay to manipulate women in order to get what they want.
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If men aren't learning how to manipulate women, they're learning that women exist
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to be displayed, judged and evaluated.
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"ca va? oui, ca va."
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"Some perfection is debateable, some is not. Patron."
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And objectifying women is just another amusing past time because
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you know when we're walking down the street, we're just there for your visual pleasure.
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"So, the Dawson file, tell me about it." "Ya the closings in Bo-- ston, so put your game face on" "It's on."
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"Happy Birth-- day! Alright!"
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"Guys never change, neither do we. Jim Beam, the Bourbon since 1795."
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Guys never change and neither does the offensive advertising.
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Liquor ads take the worst possible masculine traits, repackage it and sell it right back
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to them, continuing this cycle of sexist socialization.
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It is a control mythology: a story which assumes this behaviour is natural and will never change.
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It promotes and encourages men to continue this behaviour and creates an
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environment where women have no choice but to accept it.
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Showing groups of men engaging in this behaviour repeatedly over many
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advertising campaigns creates a space in which patriarchal norms
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are encouraged and promoted.
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We have to rewrite the narrative and change the story to one
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where men can, do and are changing.
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