Sexist Ads: Beer, Breasts and Bikinis

By Future of Men Council Archives
Cover image for  article: Sexist Ads: Beer, Breasts and Bikinis

Advertising is designed to sell products and services, to convince the consumer to open their wallets and make a purchase. However, there is a multifaceted subtext to all advertising. Whether it’s on TV, in a magazine, or popping up on a computer screen, advertising also sells and promotes gender roles, stereotypes, labels, and cultural norms.

When thinking about gender stereotypes, the beer commercial is an interesting example. Women buy more beer than men, yet a typical beer commercial targets men and treats women as sex objects. My new book, "The Future of Men: Masculinity in the Twenty-First Century," ​outlines how to rethink the way advertisers target female consumers.  Watch our new video and visit​ to read an exclusive chapter from the book. 

Help support my crowdfunding campaign by preordering your copy right now at

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