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Hi Emily!
I really enjoyed engaging with your post, and all of the great points of analysis you made! I definitely got the same impression that this company is only interested in using the image of women (especially what is considered "beautiful" in society, which is white, thin, youthful looking, etc) for their monetary gain, including the idea of her "serving" this beer to men, perpetuating the narrative that women need to be obedient, subservient, and submissive to the needs and wants of men. I think you've made some really great connections to our texts--especially the one by Lee that discussed the implications of stereotypes and discourse surrounding Asian Americans. I think this was a unique analysis point to relate back to gender, and it really does "click" with one another because of the importance of it in both examples of discourse. Finally, I also liked what you had to say about how this affects you as an educator. As we are both 4+1 students, I would love to have a brainstorming moment in which we could discuss the "how" behind the messages and stereotypes we so hope to change in our future classrooms. I would love to know if you have any ideas yet about how you will structure and facilitate your classroom to challenge and disrupt these harmful discourses about gender, amongst other kinds of discourses, too. Great job on this!
-Delaney

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The first thing that jumped out at me was the stereotypical pretty woman holding a beer.  I immediately thought this was targeting men and the advertisement is using the pretty woman to draw them in. I completely agree with you on the advertisement promoting sexualization of women and objectification of women. The woman has nothing to do with the actual product they are selling, which is beer. I agree that this influences male students to think that females should be subservient to them and most teachers are women so it definitely can influence their attitudes towards their teachers as well. Nice artifact!

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Why did this artifact stand out to you?

this artifact stood out to me because it is a beer ad, that has a beautiful woman, with stereotypically long nails and bright red lips holding the bottle. it caught my attention because this is not what a typical beer ad looks like today, especially since the woman in the image has nothing to do with the beverage.

What discourse(s) does the chosen artifact invoke? Are these discourses harmful or beneficial and for whom?

these discourses promote sexualization and objectification of women, since they are showing off themselves  or their bodies to sell alcohol that is typically geared towards men. not only that, it perpetuates the male gaze and the social hierarchies by saying that women have to look a certain way in order for men to get excited and happy, and if men are not happy then it is worse because they are in power and have control over not only women, but advertising and marketing in general. Furthermore, what are women that are not young, white, and beautiful going to think when they are not viewed as the ideal image for men to fawn over? This is not a very inclusive advertisement and it invokes many harmful discourses for the women of our society.

How does this artifact and the discourses it invokes impact you as an educator? How does this impact your students?

this artifact and the discourses around it affect me as an educator because my students will come into my classroom with pre-existing ideas of what men want and what the ideal women should look like. Since it is never men on the cover of these advertisements, young boys will get the idea that women are subservient to them and they have more control or power than them. In a predominately women dominating field this is especially hard when young boys begin to act out and think they have more power or influence then their teachers or professors. This also encourages the idea of girls sitting back while the men tell her what to do, which is a lot of the times why girls are more quiet and obedient during class while boys speak out without raising their hands and shout out answers.

Themes: Gender and Language

2 connections to the text:
- This makes me think of the text from this week, specifically Ruby Paynes claims about poverty because this stereotyping of people in poverty has completely changed peoples opinions on students in poverty and how they should be treated. As a consequence of teachers stereotyping, students are not put into higher tracks or honors classes as often and this can be said about sex, race, gender identify, and more. Although poverty is not directly related to this sexist remarks of this ad, it does perpetuate the reinforcement of stereotypes among students and the deficit thinking related to the oppression of marginalized identities.
- The same thing can be said for the text about Asian American learners and stereotypes with their achievement in the classroom. I can make the same connection about stereotyping to this text as well, and also about how it promotes the harassment of marginalized identities. Asian American learners are harassed for their culture and values, the same way that women and girls are harassed by boys and men who think they are better due to this rapid sexualization and dramatic use of power. Representation of both of these groups/texts/artifacts promote stereotyping individuals and promote separation of power by differences of skin color, culture, sex, and much more.

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Hi Emily! I looked at the advertisement first to see my own initial thoughts about the discourse that it conveys, and my thoughts are very similar to what you wrote, you also had some great connections to the texts read in this week's class, which I would not have gotten without reading your post, so great job! When first looking at this advertisement, I also viewed it as targeting men's desires and their own personal satisfaction. This advertisement is 100% there for men- as you said, the women on the cover has absolutely nothing to do with the beer that is being advertised. Having a woman on the front that fits stereotypical beauty standards is a way for the advertisers to catch men's attention, which really is sad. The advertisement itself is promoting sexualization and objectification of women, which is so disgusting. One thing that I wanted to mention that you made a connection to was the text about Asian American learners and the stereotypes with their achievement in the classroom. You made the comparison between how they are "harassed for their culture and values, the same way that women and girls are harassed by boys and men who think they are better due to this rapid sexualization and dramatic use of power." I would not have made this connection on my own, and think it is a really great connection between the texts from this week and the advertisement that you chose to write about. I really enjoyed reading your connections and takeaways from this assignment!