A Sexiest Beer Commercial use women as a subject.

This is a commercial, male would love to laugh at, but women would feel so angry to see. This is very visualized evidence of how “Women are stands in patriarchal culture as signifier for the male other.” The female character in this Ad is an object as table. She is emotionless as a sex machine. As the article says “Men can live out his fantasies and obsessions through linguistic command by imposing them on the silent image of woman still tied to her place as bearer of meaning. Not maker of meaning.”

Ads are not about or the creators do not care their Ads carry positive or negative information. They only care about is this Ad can get attention from audience and sell the product. Human’s Scopophilia pleasure creates a huge market for them to throw ideas in. This ad exists and popular worldwide, shows how mail society views women as projects to satisfy their Scopophilia pleasure. As Freud analyzed that taking other people and subjecting them to a controlling and curious gaze. Male audience can satisfy their sex fantasy by watching this commercial. More over they will put themselves in the scene. Guinness beer would be the bridge to link their reality to this artificial, created fantasy moment.

People are curious to peek in to other people’s private and forbidden life. This Ads is particularly works for people’ curiosity. “Looking itself is a source of pleasure, just as in the reverse formation, there is pleasure in being look at.” People are exciting about something they normally can’t see. People also would love to be second hand communicators for this kind of Ads. It’s an entertainment.