Analysis Of Carling Black Label

Fig 3. depicts a print advertisement for the South African beer brand Carling Black Label. The advert shows a pint of Carling Black Label beer, the product being advertised, in a glass with handles which give it the look of a trophy. This ties into the text of the advert which reads, ‘Champion men deserve champion beer’, indicating that this beer brand is the beer that champion men drink. The advert is aimed at men and plays on the theme of masculinity in order to be effective. Men are expected to appear tough, competitive and wanting to be the best by society, thus the advert is saying that only the most exceptional men, the champions, drink Carling Black Label which would make men want to drink this type of beer in order to prove to themselves or to others that they are in fact champions. The advert is also playing on the sexist stereotype that

This allows the message to be vague and oversimplified which many people will then take as true without any proof or justification. “…The man, who is not physically fit, or even slim, is often the subject of abuse…[They are expected to] embody stereotypical features of heroic masculinity….” (Moss 2011:36).

Fig 4. depicts a social awareness advertisement taken from a campaign created by the United Nations, (UN), to create awareness for the sexual bias and stereotypes placed on many women by society. The series of advertisements in the campaign each show a woman’s face with a Google internet search bar covering their mouth and showing different stereotypes. Each advert depicts a woman of a different ethnic group or skin colour to show that the issue of the mistreatment of women is global. This image in particular depicts a woman with a search bar that reads ‘women should’ and the most popular search examples that come up below include shockingly sexist statements such as, ‘women should stay at home’, ‘women should be slaves’, ‘women should be in the kitchen’, and ‘women should not speak in church’. Having