Sports fans may think that this is old news, but I saw it for the first time this afternoon, and this really makes me mad.
In 1999, Jean Kilbourne published her now famous book Can't Buy My Love: How Advertising Changes the Way We Think And Feel. In it, she outlines her observations of advertising's images of women. If you haven't read it, please take the time to watch this 34-minute lecture during which the author outlines her central thesis:
This beer commercial is an example of what Kilbourne would call "advertising and violence" since sex in advertising is more about disconnection and distance than connection and closeness. The ad dehumanizes and objectifies women and it fetishizes its product.
This commercial reduces women to mindless robotic subjects of men's fantasy and transforms our wombs into refrigerators.
And, if anyone STILL doesn't think that this stuff as a real, measurable effect on the way we think and feel, think again.