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Lance Strate

In: Men, Masculinity, and the Media

Chapter 6: Beer Commercials: A Manual on Masculinity

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Beer Commercials: A Manual on Masculinity
Beer commercials: A manual on masculinity

Jocks, rock stars, and pick-up artists; cowboys, construction workers, and comedians; these are some of the major “social types” (Klapp, 1962) found in contemporary American beer commercials. The characters may vary in occupation, race, and age, but they all exemplify traditional conceptions of the masculine role. Clearly, the beer industry relies on stereotypes of the man's man to appeal to a mainstream, predominantly male target audience. That is why alternate social types, such as sensitive men, gay men, and househusbands, scholars, poets, and political activists, are noticeably absent from beer advertising. The manifest function of beer advertising is to promote a particular brand, but collectively the commercials provide a clear and consistent image of ...

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