Budweiser Black Crown and the Male Gaze

This short video advertisement for a new label of Budweiser beer, titled “Black Crown,” uses women’s body parts to sell its beverage product. The advertisement opens with the camera perspective starting at a woman’s feet, shown walking in strappy black heels. The camera pans up the woman’s slim, shiny legs to reveal the bottom half of her body wearing a shimmering dress while one arm holds two bottles of Budweiser Black Crown. The entirety of the advertisement’s length mimics the heterosexual male gaze, which serves to objectify the female body. The woman portrayed in this advertisement is not portrayed as an individual, but simply as a body or a pair of legs. Drucilla Cornell suggests that any material where “women’s body parts… are exhibited such that women are reduced to those parts” is a form of the subordination of women (Cornell 3). This advertisement reduces a woman to her body parts to draw attention to and sell a beer label.

This advertisement seeks to sell Budweiser Black Crown as a more luxurious beer label. The dressy outfit of the woman portrayed in the advertisement, the sleek packaging of the beer, and the muffled background music in the video all work to create an environment of indulgence to sell the product. Ultimately, the fragmentation of the woman’s body and focus on her legs exemplify how her sexual desire is used to sell Budweiser Black Crown while demonstrating the male gaze for the advertisement’s targeted male viewers.

Cornell, Drucilla. ““Introduction” in Feminism and Pornography.” 2000.


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