Sorry for the inactivity recently; finals have a tendency to kill any creative inspiration. Anyway, in my last post, I discussed the use of sex to sell products, but blatant sex isn’t the only thing used to sell products in the United States. We Americans do love humor after all. So, the big men in business suits put their heads together and thought, “What sells besides sex that’s funny?”
The answer: stupid women.
Like a shiny new divine message sent from heaven, the businessmen must have held their hands up in dumbstruck awe at the genius of this idea that can compete with pure sex! Men (especially white men) are being pushed around a lot in today’s world and need a bit of a moral boost after all; they’re still feeling a bit of bad whiplash trying to catch up to modern times. The days when old, white men held the power of this world in their fat, sweaty grasps and women could only wave their sons, brothers, and husbands off as they marched off to higher places are gone. While the medieval men make a mad dash, reaching for something that has already come and gone, women have embraced what they have long been deprived of; a world ready for the taking (and not in the Limbaugh-scifi-nightmare scenario when feminazis take over the world and enslave the male population). Women are going to colleges and graduate more than men now, moving up in the job field (despite the lower pay rate), and are even running for president. But as the type of man who is reeling from his loss of dominance and perhaps about going bald struggles to reach the TV remote to flip on Super Bad, a commercial pops on:
Ah, nothing like a commercial utilizing stupid women to fluff the egos of the delicate endangered macho, big-headed male. For just an instant at a time, these men can delude themselves that women are as thick as the meat on one of Hardee’s heart attack-on-a-bun burger. That instant adds up to more, however, with the amount of commercials depicting the jokes of sad, deflated men. Beer companies love to use this tactic of approach since the beer companies themselves live under the delusion that women don’t drink beer. Keystone Light beer has gone so far as to create a fictional Neanderthal of a character for their commercials by the James Bond-esque name of Keith Stone (I wonder how long it took them to come up with that name?).
With the looks of a man who hasn’t left his man cave in years and has the tact of one who spent that entire time trying to pick up skills from Austen Powers movies, Keith Stone makes an impression alright. Making entrances to cheesy music, his debut appearance was helping an old woman rescue her “kitten” from a tree; that kitten was a dull (but beautiful) woman in tight clothes. How does beer fit into that ad? The only thing I can think of is that it might take a couple of beers to dream up that commercial and think it’s good.