Photo Blog 3

This advertisement is from an advertisement for the beer company, Schlitg. The advertisement displays a married couple, and the wife is shown as a housewife standing next to her husband who is a white-collar worker. This stereotype to me shows a wife who has failed to cook a meal, and is worried her husband will be unsatisfied coming home to a burned meal. The woman is depicted as crying and looking at her husband in despair, while her husband swoops in with his masculine arms reassuring her that everything is fine because the beer is fine. During the time this ad was produced, housewives were targeted and affected as a result because the advertisement shows that the housewife has failed her duties of being a housewife. Therefore, the woman in the advertisement is unfit for being a housewife. However, the choice of beer that the couple had at home was untouched and not burned, and this makes everything better. This also would target the housewife because if she does not have this specific brand of beer then she will not be able to satisfy her husband. The advertiser wants the woman to buy the beer in order to satisfy her husband after burning their meal. In my opinion, the entire advertising concept should be changed. The scenario of cooking dinner in a kitchen and gender role standards should change as well in order to advertise beer in an effective manner. The association of beer and gender roles are not effective in this advertisement because I think the association has a negative impact on the housewife buying it because this advertisement shows the housewife buying the alcohol in order to satisfy her husband after burning their meal. The advertisement company should have advertised the alcohol in a social environment drinking alcohol, rather than a housewife stressed and crying because she burned their meal because then the alcohol would have a negative impact on housewives. Images that contain stereotypes that I have come across and not effective in terms of advertising and getting the message across, but if the company wanted to create shock advertising then stereotyping would work in that situation. I think a way we can resolve the issue is to change the stereotype by creating advertisements that challenge stereotypes and take advertising in a new direction.