Today, the common roles that men portray in beer commercials are the "loser" and the "buddy." Through
these roles most men are put in situations encountering attractive women who
they know they can’t have, but that doesn't bother them because they always have each other and
beer. These advertisements have been targeted to the everyday man which can
somewhat construct the role of the loser. Typically the white male “loser,” whose life is apparently separate
from paid labor, hangs out with his male buddies, is self-mocking and ironic
about his loser status, and is always at the ready to engage in voyeurism with
sexy fantasy women. This theme tends to repeat throughout all liquor
advertisements that display that having buddies “provides solidity and primacy and
emotional safety of male friendships.” These advertisements are geared towards
targeting the emotions and thoughts of these “everyday working men” (Mendez, Montez de Oca 2011).
