Women are used all the time to advertise products. "A visual association may be made between some product, often alcohol, and the female form. The female and the product become equivalent and interchangeable, and both are promoted as a pleasure object " (Cabrillo 1). The woman in the Budweiser advertisement is just there to sell herself and the product to men. Similar to the paintings described by Berger, these advertisements take away a woman's sense of humanity. Their bodies become the product. They are seen as an object that pleases the men the ad caters to. The idea that "women are there to feed an appetite, not to have any of their own " (Berger 55) is still a very prevalent thought in our culture. .
Although the sexual implications of advertisements are subtler than those of classic paintings, they are still there. Berger states that the actions of women in paintings "are not an expression of her own feelings; it is a sign of her submission to the owner's feelings or demands " (Berger 52). The woman in the ad to the left is seen submitting to the man in the picture. Even modern ads "contribute to a situation in which males expect females to submit to their sexual needs, and to misinterpret refusal as desire " (Cabrillo 1). These ads display women as playthings that will submit to men's desires. Advertisements like this give society an idea of the "ideal " relationship. She is submissive, and this shows the spectator (most likely a male) that women are meant to submit to him. .
More often than not, women are the models for male products. At first, this does not make much sense. Why would a product for men use women to help sell their product? The answer is simple, "the painters and spectator-owners were usually men and the persons treated as objects, usually women " (Berger 63). Although the subject is no longer paintings, Berger's quote still holds truth. The women are there to catch the attention of potential buyers.
