Alernative/Dominant Adverts

Female Brewery Advert

This is an advert about men working in a brewery, but they give in to temptation too easily and have to be replaced by females.

This advert contains both dominant and alternative stereotypes. The dominant stereotype in this advertisement is the male workers. They give in too temptation too easily and begin to drink the beer that they are producing. This typifies men as being alcoholics and unreliable.

The main aspect of this advert is the alternative representation of the female workers.  When the male workers are replaced by the female workers, this is when the alternative stereotype comes in to play. The beautiful females that work there are shown hauling heavy crates of beer and tightening nuts and bolts using big wrenches. This goes against the dominant stereotype of women, as women are normally portrayed as being elegant people and not doing labour work.

At the end of the advert, there is another dominant stereotype coming in to play. The men show that they are desperate for beer, and dress as ladies to get to the beer. One male worker is even shown getting in to the staff shower dressed as a female. This is a dominant ideology of men as they are being portrayed as desperate.

This advert could be construed as sexist, as they portray the female sex to be more reliable and hard working compared to the male sex. This is an alternative ideology, as normally males are seen as harder working when compared to females.