Cognition & Reality

Tuesday, 5 April 2011

Bud Light: Selling Drunken Sex

Filed under: Date Rape,Date Rape Drugs,Propaganda,Television,Urban Myths — drtone @ 11:54 am

In discussing the urban myth of “date rape drugs,” I suggested that the corporate sellers of alcohol have an interest in distracting attention from their own business, selling the most potent and widely used date rape drug of all time. Throughout human history, the consumption of alcohol has been connected with the reduction of sexual inhibitions in both men and women, although with different effects on each. It is not as if the makers and sellers of alcoholic beverages are ignorant of its use as a sexual lubricant. Far from it.

For many years now, partly in response to legal restrictions on showing the actual drinking of alcohol, the major purveyors of alcohol have advertised the effects of their product. One need only look at almost any beer commercial to know that what it is selling is drunkenness itself. I don’t know if they began the trend, but the famous “Tastes great…Less filling” Miller Lite commercials of the late 70s and early 80s typify this approach. These spots told the viewer about the characteristics of light beer, then a new product, in the context of raucous fun that featured famous athletes, several of them notorious drunks. The selling of drunkenness is not confined to beer commercials, as the sales campaign for Captain Morgan Rum demonstrates.

Although some commercials sell beer, wine or spirits as “cool,” mostly they depict consumers having fun in bizarre situations that resemble drunken fantasies. Many suggest that, in the context of the drunken fun, it’s a useful ploy for young men to supply alcohol to young women. Recent commercials for Bud Light, an Anheuser-Busch product, exemplify this sales approach, unabashedly exploiting women and drunkenness to sell beer.

“3D Test”, a spot that has aired for some time on sporting events, which disproportionately attract young men, can be interpreted as doing nothing but selling inebriation, with special emphasis on the ability of beer to render a woman confused and suggestible. The premise is that the company refrained from airing a 3D beer commercial, because it was too effective and therefore dangerous. The rest of the spot depicts the “dangers” of the commercial discovered during market testing: A young man dives into a television set in order to obtain a virtual beer; a young woman, mouth open and tongue out, abandons herself to a giant holographic glass of beer. At the end of the commercial, the same young woman runs headlong from a bowl of frosty Bud Light bottles into what appears to be the one-way mirror in the “test” room. The “host” of the commercial does not need to say that a woman who, manifestly numb after a few beers, will run into her own reflection (or an imaginary beer) is going to be “easy.”

Another spot illustrates the capacity of beer to make a young man appear attractive to young woman. Two young men are throwing a party on what could be a large pleasure craft. When one of them discovers that they are out of beer, the other demonstrates the Bud Light “app” on his smart phone. The “app” features a video of a Bud Light bottle that opens and from which real beer can be poured. Several scenes follow that show the young man who owns the app entertaining young women with his antics and conversation. In case we were wondering whether the important ingredient in his success with women is the beer or something special about the young man, the spot ends with his friend complaining that he wants a Bud Light app, too.

I can’t find the video for the most recent Bud Light spot, one that comes close to shocking me with its frank suggestion that young men entice young women into sex with the help of beer. The new spot introduces Bud Light bottles with labels you can write on with “a coin or a car key.” One of two young male roommates distributes bottles of Bud Light to the young women in their building, each inscribed with the time and location of a party. In one scene, he literally “lures” a young woman with a bottle lowered to her apartment window on a string. In another scene, when he leaves a bottled invitation with a young woman in the laundry room, she looks back with a welcoming, sexy look. At the subsequent party, young men and women are using the bottles to share names and phone numbers. Not only the beer, but also the package it comes in, help drunk couples to get together.

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2 Comments »

  1. Hi. This was very good. For me, the most important part of the message has to do with overlooking the fact that demonizing other substances said to be “date rape drugs” deflects the attention of the unobservant AWAY from the most common of date rape drug, alcohol which, historically doccumented for secuding young women for thousands of years. Women fall for it. Men fall for it. Most people are looking the other way.

    To me, it’s all kind of silly though because the best aphrodisiac. Is women’s story about men and how romantic they are and how sexy they are. Women love to SWOON and fall for a man. They already look like they’re drinking.”Drunk on love is a common expression.” Women know that alcohol makes them swoon, so I think they aren’t entirely innocent in the playing of the game with men. They aren’t up for being raped, however, but they should probably stay away from drinking beer in bars. They also don’t really want to take responsibility for their own drunkenness, a drunkenness that could be induced by choosing a kind of blindness to what’s really going on. Also, alcohol is easier when women are told to stay away from “the big bad wolf” and they really don’t want to, but they can’t because they don’t want to. Women prefer seduction. Desperate women do stupid things. IMO

    Comment by annie wallack — Wednesday, 6 April 2011 @ 1:56 pm | Reply

    • So you’re maybe saying that alcohol can provide women with a good excuse to do what they want to do anyway, perhaps because its effects resemble swooning.

      Comment by drtone — Wednesday, 6 April 2011 @ 2:51 pm | Reply


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