Imagery That Speaks: Gender Stereotypes and Beer Advertising
Beer brands have a distinct advantage in advertising. They are practically expected to use humor, and have long been allowed some degree of gender stereotyping (and perhaps welcomed outcries of “sexism” as worth the negative publicity). If an approach is called out for not being politically correct, all the better.
That’s why I loved this simple, icon style flow chart ad series for Australia’s Goldstar beer. It makes fun of the “social lubricant” effect of imbibing its product by way of imagery that tells a good story, even without the “Thank God You’re A Man” tagline.
In case you can’t see the detail, the gist of this particular chart is that a man’s process in drinking a beer is only a few steps ( man drinks beer, which leads to meeting woman, which leads to a bed – and you can make your own assumptions – and that “path” stops). Women, on the other hand, have a much more complex array of life options related to their drinking (woman drinks martini, meets man, heads to that aforementioned bed, and then on to the broken heart, white knight and other options).
It’s the classic linear path/compartmentalized thinking process versus the path that may look straightforward at first, but is really complicated in the long run. Not politically correct, but a cultural statement many of us might recognize. Take it too seriously and be offended. Take it with its intended humor and you may just want to write a blog post about it.
(Thanks Stephanie, for making sure I saw this campaign!)
