As for the third image, it shows a 1950s alcohol advertisement for Schlitz Beer in a humorous content. The advertisement is addressed to men and instead of showing a seductive woman like that of Evan Williams, it shows a man being superior. This image fits the stereotype of woman in society being the housewife while the men go out and work because while the woman is in the kitchen with a apron the man is with a suit. In this advertisement the overall tone seems to be that the husband is taking a gentle approach after his wife burned dinner. The fact that it shows the woman in the kitchen with burning food and the caption saying “Don’t worry darling, you didn’t burn the beer!” already shows that woman were portrayed to serve their husbands and be the cooks of the family. In the Schlitz Beer advertisement it also shows the woman with a tissue crying which shows and fulfills the stereotype women being emotional specifically just because she burned her husbands food. …show more content…
The stereotypes of women being mothers, cooks, caretakers or just to please men are all somehow used in these three advertisements of alcohol. The alcohol market as a whole seems to show women as their eye catcher when it comes to male appealing advertisement. The fact that companies already know how to advertise their alcohol by simply using a woman in revealing clothes for an alcohol advertisement already shows the lack of respect that big corporations as well as men hold against woman. Even though it can be something as simple as using an image of a woman to sell a product, society and western culture has made people believe that it is correct to portray and treat woman by their gender