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Beer? Woman? Beer woman.



Questions to Consider:

  • What product is this ad selling?
  • What is the woman made of?
  • What are some words to describe the woman’s body?
  • Where is the beer bottle?

What We Think:

The first thing you see in this ad is the beer shaped as a buxom woman with her eyes closed and her body posing in a “sexy” position. Her body appears to be a bottle of beer with condensation on the outside to refer to her being wet, and the fact that her foam hair is dripping also refers to sex. Now look at the text, “Drop Dead Refreshing.” This slogan is based on the saying, “drop dead gorgeous.” So the ad is trying to associate their beer woman with something gorgeous and refreshing. Also notice how there’s no bottle of beer — the beer woman is the bottle, which gives the viewer the impression that women are something that will “refresh” you as you consume them.
— Holly Crimmins (About-Face intern) and Jennifer Berger


Crown Imports LLC (importer of St. Pauli Girl in the United States)
Attn: Consumer Inquiries
1 South Dearborn Street, Suite 1700
Chicago, IL 60603
Phone: (312) 873-9600
E-mail: Use the form on their web site to write your productive diatribe.

Maxim magazine
1040 Avenue Of The Americas
New York, NY 10018
Phone: (212) 302-2626
E-mail: letters@maxim.com

Learn how to write a great complaint letter here.