These ads for Coopers Light Beer can be seen as misogynistic and sexist in two huge ways, but both pertain to the objectification of these women’s bodies and the sad reality of the impossible standards that women must strive to achieve in society, mainly from the beer-goggled eyes of heterosexual white men. The first pertains to the consumer only drinking the Light beer with only 2.9% alcohol in it, and therefore the man isn’t drunk enough to hook up with the unattractive woman, regardless of her “good qualities” in the photo. The other view is that the beer has 2.9% alcohol in it, which therefore makes that unattractive woman 2.9% more attractive through one part of her, be it her breasts, legs, or face. This goes on to relate women as objects that can be manipulated. As Hesse-Biber states, society objectifies people by seeing them as solely their body parts. “As we divide up our bodies, they conquer,” (66). The parts that are not attractive in the ads imply that these women are not trying, with their flabby arms and glasses that could possibly be eradicated with effort. Thus, these ads like many others “scold women for not caring,” (Hesse-Biber 64), but only for not caring about their appearances. The “constructed people” are implied as constructible as well, be it through the alcohol or the women’s own attempts, which simply enforces impossible expectations of the body from society.
Hesse-Biber, Sharlene Nagy. “The Cult of Thinness.” Oxford University Press. Oxford University, 2007. Print.