Hegemonic masculinity refers to the dominant form of
masculinity that exists within a particular culture (Mayeda 2012). For the most
part, beer commercials present traditional, stereotypical images of men, and
uphold the prevailing myths of masculinity and femininity. Thus, in promoting
beer, advertisers also promote and perpetuate these images and myths.
Furthermore, the commercials are highly accessible and attractive to children
and offer answers to their questions about gender and adulthood. They have a real
impact on social learning and attitude formation (O’Sullivan). Of even greater
importance here, the concept of hegemonic masculinity is not only about men and
their relation to one another. Hegemonic masculinity also represents a cultural
system that dominates women.
Through their advertisements, beer and liquor companies
encourage consumers to think of their products as essential to creating a
stylish and desirable lifestyle. These advertisements work with consumers to
construct a consumption based masculine identity relevant to contemporary
social conditions. They paint a series of images that evoke feelings, needs,
and ways of being which is called lifestyle branding. Rather than attach a name
to a product, the brand emanates from a series of images that construct a plausible
and desirable world to consumers (Messner and Montez de Oca 2005).
As you can see, these actual beer commercials perfectly
illustrate to viewers how men should act, what they should buy, and whom they
should find sexually attractive. They
show what a real man looks like and what happens when a man does not live up to expectations,
which often involves mockery and laughter at the man’s expense. These
commercials portray manhood in the most stereotypical way, limiting our ideas
of what a man should be.
