Which does he consider "a thing of beauty": the woman, or the beer?

I love hoppy beers, so up front, I’m going to say before I get into my other reasons, I do not like Stella Artois.

I don’t like the taste of it, and frankly, I don’t understand why it is so popular. I’d take a Trumer over Stella any day.

However, my real problem is with their current ad campaign. Their slogan is, “She is a thing of beauty.”

Okay, right off the bat it’s easy to see the issue with that slogan.

Women are things; women are things like beer is a thing.

In the ad, a blonde woman is sitting across from a guy in a suit who is creepily watching her drink a Stella. The imagery is odd because it seems like a he is making her participate in his weird fetish.

Also, (clever ad guys, clever), we can’t tell if “she” refers to the beer or the hot woman. I totally see what you did there. Yup, no difference between the thing and the girl. Which is beautiful? Both? Or just the beer? I read it as the beer is the beautiful one, but the woman thinks it’s her.

Silly lady, you are not nearly worth as much as an object. Continue reading →