Textual Analysis Of Alcohol Advertisements

Name: Course Code: Date: TEXTUAL ANALYSIS OF ALCOHOL ADVERTISEMENTS One of the ads is a poster by Schiltz Brewing Company which was published in 1952. It features a young woman in a long dress and a very small waist carrying a beer and glass and a stool (pouf) to take to her husband. The husband is seemingly relaxed in the lounge reading a newspaper. The lady seems happy to serve her husband from her facial expressions. The tag line reads ‘It is always a good strategy to approach the man of the house with an inviting bottle of Schlitz Beer. The taste of Schlitz Beer is so enjoyable that most of us really appreciate the thoughtfulness of those who provide it. When you serve Schlitz Beer, you’re putting “first things first” because……. Schlitz tastes so good to so many people.’ The tagline is very sexist and shows the place of a woman as a domestic worker and a man as the provider. The second ad is by Vive Cuervo which was produced in the year 2000 featuring a young couple or romantic partners who are hugging each other tightly. The man has lifted the lady high and holds her high up around his torso such that her head is over his. She hugs the man tightly, and they are both laughing. The woman is in a bikini and the man in a white vest. The tag line is ‘pursue your daydreams.’ The tagline is not sexist, and it insinuates that both men and women can pursue their dreams and be free. The main difference between the two ads is the depiction of the place of a woman. The first ad, by Schiltz in 1952 show the woman as a domestic worker, and she should serve her hus...