Remember that? In 2003, this was the apex of advertising for Miller Lite, who aired the ad during that year’s Super Bowl. The cause of the argument – “great taste” or “less filling” – doesn’t really focus on the beer, does it?
But that’s the point.
Until the recent surge of craft, we haven’t truly lived in a world where beer itself could handle the focus of a consumer. When product choices consist of various American light lagers that offer the same drinking experience, it’s important to use some smoke and mirrors to make a sale.
In this case, it’s the idea that female sexuality is more adept at capturing an audience than the otherwise boring product itself. This not only devalues women, but the product trying to be sold. That is, if you can look past the scantily-clad game that’s being played in front of you.
Which leads to…
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