In Lance Strait analysis of beer commercials in "Men, Masculinity and the Media" the reader is presented with the idea that beer ads set guidelines in what is necessary to achieve masculinity in view of other men. These ads tap into men's desire to always be in control, respected and looked upon by their peers. Advertisers goal is to install in us the belief that drinking beer and even just holding a beer bottle will give us inspiration, courage, confidence and respect. This advertisement plays with our fears of lack of confidence when approaching women, it also implies that a beer bottle…
