Media workshop
Retrieved from: https://i2.wp.com/metro.co.uk/wp-content/uploads/2018/10/sei_35170481-37fb-e1539684790627.jpg?quality=90&strip=all&zoom=1&resize=704%2C1004&ssl=1
The advertisement was made in the 1970s and is aimed at promoting a beer brand. There is a picture of a woman holding a Smirnoff drink, and she is not wearing a bra. On the right side is a man who is holding a beer starring at the woman whereas he is fully dressed and no his body well dressed. This shows how women were exploited to expose their bodies to capture of many consumers. The caption, “I never thought of burning my bra until I discovered Smirnoff. Anything’s possible when you learn to handle Smirnoff” may be termed sexist. This is because it has some elements of sexual exploitation where women are perceived to be sexual objects to please men. Racial prejudice is also evident as the beer brand uses two white people for its advertisement. This contributes to racism and even class as at that period, and black people could hardly afford such products, hence the targeted consumers were white customers. The media has contributed to a rise in prejudice against women in one way or the other. The advertisement also contributes to a fake message through its caption, “Anything’s possible when you learn to handle Smirnoff.” This is contrary to what we know about the effects of too much liquor intake, which can lead to addiction.
Furthermore, women taking beer sounds unethical since it may bring about some complications, especially if one is an expectant mother. The advert drives a narrative that it is okay for women to take beer. What is interesting is despite fights to call for civil rights for both genders, the media has continued to air advertisements that undermine women’s dignity.
References
Metro news. (2018). Smirnoff Vodka. Retrieved from https://i2.wp.com/metro.co.uk/wp-content/uploads/2018/10/sei_35170481-37fb-e1539684790627.jpg?quality=90&strip=all&zoom=1&resize=704%2C1004&ssl=1