Carlisle Jensen Response - The male Consumer as a Loser; Beer and Liquor ads in Mega sports Media Events

            The Messner’s article The male Consumer as a Loser; Beer and Liquor ads in Mega sports Media Events investigates how images masculinity and sexuality have been embedded in sports events and publications. He analyzes what he considers to be the biggest mass media sports events and the advertising targets a certain argument and offers an interesting portrayal of men and masculinity. Personally I am not a football fan but being a native New Englander I have sat through numerous Patriots games and most recently this year’s Super Bowl. I think that Messner is able to highlight phenomenon of commercials and investigate how the alcohol industry capitalizes on the fact that such events are “cultural rituals” and the perfect opportunity to reach a large and specific audience. The commercials have become an event and present a particular image to their male viewers. The opening argument that Messner quotes from Wenner that “ In short, beer and liquor are central players in a ‘highly holy trinity of alcohol, sports, and hegemonic masculinity’” summarizes the fact that alcohol commercials are targeted towards a male audience and portray a certain image of masculinity. Commercials are ways for a viewer to associate a certain product with a “lifestyle”. Advertising agencies produce specific images are brilliantly place them within the media. Beer and liquor industries are no exception. Sports events have a specific predominantly male audience allowing for industry to insert their products into the world of sports. 

        What I find most interesting in the way these ads portray males and the world of modern day masculinity.  Messner presents his four gender themes presented in “mega sports media events ads”.  His first theme is that men are portrayed as loser-like characters whose masculinity is precarious. I find it interesting that capitalizing on a man’s insecurity is a way to sell a brand or a product. I also find it intriguing how the women are portrayed in two very different ways. One gender theme is the overly emotional “nag” of a woman, usually a girlfriend or a wife. This image of femininity plays up the traditional idea that a woman is a burden on a male’s masculine identity. The second gender theme is the overly sexual “fantasy” like image of females. This gender theme in the ads allows for the industry to associate overly sexual image of women with their product’s lifestyle but also play into what Messner calls the accommodation theory. I find Messner’s argument that alcohol ads play into the male’s insecurities extremely accurate. The example of the tequila ad which said “ we can say with 99% accuracy that there is no possible way whatsoever in this lifetime that you will ever get a date with one of these women… Life is harsh. Your tequila shouldn’t be.” This ad exemplifies both sexual imagery as well as a gender theme. It is able to target a “real” man by illuminating their “dream woman.” The subtle irony presented in such ads are what really makes them successful because it presents a realistic lifestyle and relatable male images.  Messner makes an important argument that media is targeting the “average Joe”, being that these ads play into the vulnerability of a real man. The ads presented in media events target an audience and have them identify with the product through imagery that is linked to their real life.