Week 2 Response

In “Advertising Sets Double Standard for the Male Gender” William Sea argues that in advertising, men in today’s culture are stereotyped as to feminine. In most advertising the company shows men as metro-sexual and use their product to make men more masculine. To prove his point Sea explains valid commercials in which men are portrayed as feminine. He states that in today’s advertising companies are being sexist toward today’s culture.

For Seas first advertising commercial example he uses Miller Brewing Company’s commercial “Milwaukee’s Best Light.” In each commercial they use a group of men that see one man doing something “feminine” following that scene a big beer bottle is dropped on the traitor, followed by the tag line “ Men should act like men, and light beer should taste like beer.” This commercial is a good example of how today’s advertising is sexist towards men. In very few other commercials they show men being more feminine, which is fought back with the commercials that tell me to be more masculine. Sea also makes the point that in every commercial where a woman is portrayed as a sex object, there is also an offensive portrayal of a man that cant help but ogle at a good looking woman.

In Seas argument he supported his claims well by using examples of advertising that proved that companies were stereotyping men. In today’s culture men are more feminine, but they have the freedom to be what they want. Sea does not agree with the fact that advertising wants men to be more masculine. By stating that women have been the victim of sexism as well he shows how companies handle advertising, by bringing out a insecurity in a man or woman making them want to buy the product being advertised in order to meet the standard in the media.