Want it? Can't have it.

Some interesting discussion of beer adverts here and here. Of course, sexism in beer advertising is hardly something new. It's not to be wondered at - the creators must despise their audience to do the work.

I can't remember who first pointed this out to me, but nearly all adverts tell the same simple story. First we're presented with an image of something desirable but unobtainable, then the product is offered as a sort of consolation prize. So the conversation goes like this:

Advertiser: Want this? [Offers images of bustling high-energy metrosexual lifestyle (San Miguel) or beautiful people having great fun in your fantastic new apartment (Heineken)]

Me: Yeah!

Advertiser: You can't have it. [You're too poor, stupid, ugly - and you know you are] Have this to cheer you up. [proffers product]