Masculinity and femininity are defined in opposition to each other. This DB ad makes use of ‘cheesy’ music and images to, supposedly, appeal to their idea of a ‘feminine sensibility.’ Not only does it sell the idea that the only interest in women’s lives is men, it also repeatedly confines women into domesticity and emotions. In an image referring to American Beauty, the beer replaces the woman in the film, in order to indicate that men here are not dreaming about women but about beer. For that matter, it reproduces the traditional association between men and beer and conveys a preconception of masculinity as partying, fun and uninterested in commitment, while women are supposed to aspire to it!
Masculinity and femininity are often framed as opposing concepts. This DB ad employs stereotypical music and imagery to align with a perceived 'feminine sensibility.' It reinforces the notion that women’s primary focus is men, while also consistently placing women in roles tied to domesticity and emotional expression. In one scene referencing *American Beauty*, the beer replaces the woman from the film, suggesting that men’s desires are directed toward beer rather than women. This perpetuates the traditional link between men and beer, presenting masculinity as centered on partying, fun, and a lack of commitment, while implying that women should aspire to these traits.
Masculinity and femininity are often defined in contrast to one another. This advertisement uses sentimental music and imagery to appeal to what it suggests is a feminine sensibility. It implies that women's interests revolve solely around men and consistently places them within roles linked to domestic life and emotions. In a reference to American Beauty, the beer takes the place of the female character, suggesting that men's desires are directed toward beer rather than women. This further reinforces the established connection between men and beer, portraying masculinity as associated with partying and a lack of commitment, while suggesting that women should aspire to this lifestyle.
Masculinity and femininity are frequently characterized as opposites. This ad employs tear-jerking music and imagery to appeal to what it claims is a feminine sensibility. It suggests that women's interests are centered on men and always place women in domestic and emotional roles. In a nod to American Beauty, the beer replaces the female character, implying that men's lust is for beer, not women. This also reinforces the already well-established relationship between men and beer, which equates masculinity with partying and irresponsibility, and that women should strive for this.
Masculinity and femininity are frequently defined in opposition to each other. This ad employs sentimental music and imagery to target what it implies is a feminine sensibility. It suggests that women's interests are only about men and always put them in positions related to domestic life and feelings. In a nod to American Beauty, the beer is the female character, implying that men's desires are for beer, not women. This also strengthens the already well-known link between men and beer, depicting masculinity as linked to partying and not being serious, and implying that women should want to live like this.