Drink her Naked

Date: January 1, 1970

The article describes an Australian beer label in which the bikini of the woman on the label disappears as the level of beer drops.

This article may be used to:

As an example of language demeaning to women
The extent to which the advertising industry sexualises women
Highlight entrenched beliefs that women sell in the advertising industry

Trainer’s notes

The advert is a classic example of using women sexuality to sell products. One of the marketers even unashamedly states that “we thought everyone uses women in their advertising campaigns, so why not put it in a bottle.” This speaks to the extent to which the advertising world has low regard of women. The article uses language that is demeaning to women. The woman in the advert is referred to as a “chick.” Such language is tacky and tasteless.

The advert is riddled with sexual connotations that the disappearing bikini can also be taken as to symbolise that the more men drink the easier it is for them to take off women’s underwear. Reference is also made to men liking the beer for the “bikini factor” than for its taste while women prefer for it for its taste. Given the relationship between drinking alcohol, unsafe sex, and gender violence, this is also a serious concern for women’s safety. Sexualising women while encouraging men to drink more can lead to an atmosphere where women’s objectification can lead to harassment or assault. Ironically, the beer is designed to be a “healthier choice,” low in carbohydrates, and thus the idea for “skinny blond.” The name of the beer itself suggests a stereotypical image of the “ideal” woman.

Discussion Questions

Ask participants to come discuss the use of women and sexuality in the advertising industry – the likely causes and what can be done to address this.
What are the links between alcohol and gender violence? Des this product raise such concerns.
Who is the product appealing to?
What messages does the advert send?
In trying to use humour to advertise their product, the advertisers have resorted to gender stereotypes. What other devices could they have used to make a funny advert? Would these devices be more or less effective than the current ad?

Training exercises

Call the representatives from the standard advertising authority in your area to discuss what constitutes an ethical advert.
Write a commentary from a gender perspective on this product.

Other training resources

Picture our Lives, Gender and Images in Southern Africa, Chapter three: Sex, Gender and Stereotypes

Gender and Advertising in Southern Africa

Related GL Commentaries

Missing the mark? Gender and advertising in Southern Africa

Mirror, Mirror on the Wall?

Women consumers of media must flex their muscles

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