Like most other institutions and entities in this world, media is very much steeped in patriarchy and sexism. Media is a major contributing factor to culture; it can help immortalize, idolize, educate, reach, and influence people around the world. In many ways media reflects the culture and society that produces it, and therefore must be looked at carefully when examining attitudes towards women. Today, companies profit from the blatant sexism and discrimination that can be found in advertisements, while that is significant and should not be taken lightly, it can also be found across all forms of media.
This Michelob advertisement, shows the female body as an object of a consumer product, which is beer. By making the woman’s