Macrobrew Manhood
Miller Lite says "Man Up!"In an effort to eke out more market share in the rapidly shrinking macrobrew category, Miller Lite has turned to the old standbys in advertising to men: shame, ridicule, and crass stereotypes. There have been a few rounds of these ads. Here's three examples. If the social dynamics of this campaign accurately represent What Men Should Want, the only thing left for me to do is weep quietly and go to sleep. Thankfully, we can point out several ways in which it spectacularly misses the mark. Where to begin?
1. Shame On You.
This entire campaign is based on shaming men for drinking a brand of light beer deemed non-manly. Shaming is an effective method of controlling the behavior of both men and women. This is based on the fact that social acceptance used to be a matter of survival.
When we were living in transient hunter-gatherer groups and small communities, getting kicked out of the tribe was close to a death sentence. It also seriously limited one's reproductive options. Even though social acceptance is no longer an absolute necessity, millions of years of evolution have programmed us to seek it.
Shaming does have a valid purpose in society. But as it can be brutally hurtful, it should be used only when necessary. Dishonesty, irresponsibility, and abuse are examples of behaviors we should shame. Beer selection is not. Dishing out shame for vapid and meaningless reasons is immoral.
2. Haughty & Cruel Vixens Are Not Teh Hawtness.
The vast majority of men are not delighted by arrogant a**holes, be they male or female. We have words for people like that. None repeatable in this family-friendly blog format. When the woman haughtily disses the man for his sissiness in each commercial, my visceral reaction was one of disgust rather than interest or amusement. I'm sure I'm not alone. Is that the emotion Miller Lite was trying to evoke?
The vast majority of men are not delighted by arrogant a**holes, be they male or female. We have words for people like that. None repeatable in this family-friendly blog format. When the woman haughtily disses the man for his sissiness in each commercial, my visceral reaction was one of disgust rather than interest or amusement. I'm sure I'm not alone. Is that the emotion Miller Lite was trying to evoke?
3. Social Approval Does Not Make You A Man.
It is commonly said that girls become women naturally, but boys become men by proving themselves. In many ancient cultures, there was a mandatory "initiation" for boys, often involving one or more traditional male pursuits. Though there are examples of initiatory processes into manhood in our modern society, not all men are fortunate enough to enter into them.
Left without clear guidance, young men often look to the values of their peer group and female approval for validation. This is not a good thing. The careless use of the phrase "Man Up!" makes a joke out of a male's journey to adulthood.
4. Women Are Not Arbiters Of Manhood.
Too many men in our society look to female approval for their sense of self-worth. This campaign blatantly exploits this fact, as revealed by the haughty vixen delivering the shaming language. Though it is wonderful to seek positive and reciprocal relationships with women, a woman can never teach a man how to be a man. Nor should a woman be the judge of "Who's the man." Only other men can teach a man about manhood. And I'd encourage a woman to only seek out other women for advice on womanhood.5. A Case of Beer - And Double Standards
Our society lets advertisers get by with huge double standards in how they portray men. Though this campaign is not quite as egregious as some, it's unfathomable an advertiser would treat women so scornfully. So why throw stones at men? I believe in free speech, and I detest political correctness. But I also believe that brands are better served when they stand for something positive and meaningful. Just because Miller Lite can ridicule manhood, doesn't mean they should.
Our society lets advertisers get by with huge double standards in how they portray men. Though this campaign is not quite as egregious as some, it's unfathomable an advertiser would treat women so scornfully. So why throw stones at men? I believe in free speech, and I detest political correctness. But I also believe that brands are better served when they stand for something positive and meaningful. Just because Miller Lite can ridicule manhood, doesn't mean they should.
I will be the first to admit I am not the target demographic for Miller Lite. However, I know a thing or two about ads and about men. What would I do instead? Hmmm.... I think there is fertile creative ground in the simple pleasures of enjoying beer with friends. There are times when ordering some fancy microbrew just seems out of place. You're relaxed, you're having a good time. Hey, how about another round of Miller Lite? That seems like a starting point for a much more positive and compelling campaign. No shaming necessary.
8/15/11 Update: Miller Lite sales continue to slump. Analysts blame the marketing, the CMO blames the weather.
