Miller Lite Advertising

In a Miller Lite beer advertisement, three smiling, stereotypical, Latina women, who are wearing very revealing tops, sombreros, and holding mariachi instruments, are depicted handing the intended viewer a beer. Near the bottom the ad says in spanish, “Viva El Gran Sabor! Es Cinco De Mayo.” which translates to “Long Live the Great Taste! It’s Cinco De Mayo.” In the background is a red, white and green flag, and those colors are coordinated with the colors of the women's clothes. The angle of the ad is clearly aimed to sexualize the women. The Miller Lite advertisement commodifies Latin American culture by using stereotypes such as the mariachi band attire and unattainable bodies to further the sales of their product. The purpose of the Miller

The intended audience is straight men who can afford to drink beer often and want to be in the presence of women like those depicted in the advertisement. One of the first messages is that men are recieving the beer, which is being handed to them by women with unattainable bodies. That implies that if you drink Miller Lite beer, then you will attract women and party with them on days such as Cinco de Mayo. Similarly, the advertisement encourages the consumption of alcohol, which in many cases can be dangerous for one’s health and well being. The ad also encourages sex and partying under the influence which can have detrimental consequences. The women in the ad are wearing revealing shirts which reveal an idealistic body image of women, therefore alienating a vast majority of women who don’t look like that. Likewise, this implies that women and alcohol come hand in hand, which results in gay men not being represented in the beer industry. Additionally, the Latin American culture and women are appropriated and commodified because they are used to sell a product to those who do not identify with either of the aforementioned