“The principal forms of our physical and social environment are fixed in representations…and we ourselves are fashioned in relation to them.” - Serge Moscovici

Monday, May 23, 2011

"Your Mom Wasn't Your Dad's First"

My media for this week is a collection of ads for Canadian Club Whiskey. This ad campaign specifically targeted male whiskey drinkers with blatantly sexist, objectifying, strictly heterosexual ads. I think they say something really interesting about how unsubtle ads can be in gendering their products - Canadian Club Whiskey is clearly a "man's drink."

"Your mom wasn't your dad's first"
http://www.joeydevilla.com/wordpress/wp-content/uploads/2007/10/your_mom_wasnt_your_dads_first.jpg

"Your Dad had groupies"
http://michelle.koenig-schwartz.com/Chronicles/Media/canadianclubad.jpeg

"Your dad never tweezed anything"
http://assets.creativity-online.com/images/work/large/p/r/i/print071116-caclub-7of7110801.jpg

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1 comment:

  1. Alissa BonneauMay 25, 2011 at 1:05 PM

    Great finds! Those ads seen so blatant in what they were doing, which just goes to show how some guys really do react to such feelings of a "boys club." It's like we talked about in class before when brainstorming terms like "man up." There is a sense of this boys club- an intergenerational one here- that is such a strong sense of community, within which manliness is further encouraged. With a product like whisky, I wonder if they think that the type of women who will want to drink their product will probably correlate to the few women who would also respond well to such ads, or if they are completely giving up on targeting females.

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