Creating a relationship between alcohol, sex, and the commodification of the female body is very dangerous. These ads take sexualization to a new level when they literally turn a woman’s body into a bottle of beer for a man’s consumption. As if my body being associated with a product for sale were not bad enough, let’s add booze into the mix. Even if I were able to overcome the idea that my body is not a bottle of alcohol to be consumed by men, other drunken individuals are still seeing me this way.
It’s time to take a more serious look at sexual assault on college campuses, and maybe the place to start is by looking at the media’s influence. We cannot keep allowing girls and boys to internalize and normalize the images that we see in alcohol advertisements. The alcohol industry clearly has an invested interest in young people. However, the advertisements that they are currently producing are not acceptable in that they are creating a dangerous environments for the young people who they are targeting. They are creating a dangerous relationship between alcohol and sex, one that feeds directly into strengthening rape culture. We cannot let the alcohol industry define how kids grow up perceiving themselves and perceiving their lives after high school, particularly when such notions of what is “normal” for college students are leading to such serious consequences as sexual assault. (via)