Goldstar Beer Campaign

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Goldstar Beer Campaign: Degrading Women as Socially Accepted Humour in Israel Goldstar, an Israeli beer brand, is trying to catch the attention of males by three comparisons of daily occurrences and the way that they are perceived differently by men and women. In this new campaign, Goldstar first compares the way in which men and women use the washrooms. According to the add, a woman who goes to the washroom after drinking faces a series of events before she is done; first she holds it for as long as she can before she finds someone to go with her. Once they arrive, they will face a line up and when finally their turn arrives, they would have to watch to ensure the other’s door would remain closed. Then there is the dilemma of where should she put her purse, a woman is faced with three options: to have her friend hold it, to place it on top of the toilet or to hang it on the door handle. The next problem is the dirty toilet seat and the solution depends on the availability of toilet paper. If there is paper, one can either wipe the seat or pad it with toilet paper. If the stall is out of paper, a lady can squat on the seat or use her leg muscles to hold her body above the dirty seat. When she is done, she switches with her friend, who will go through the same sequence. The other side of the ad describes the same task performed by a man. After having a beer, a man goes to washroom and relieves himself in a urinal, in two simple steps. The bottom of the ad shows a pint of Goldstar and simply reads, “Thank God you’re a man.” The second ad describes the decision-making process of choosing an outfit. The woman goes through five pairs of pants, eight different shirts and eleven pairs of shoes before she goes out to a bar to decide between thirteen choices of drinks. For the man, on the other hand, choosing an outfit is not an issue before he goes to the bar. “Thank God

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