Using Strate's "Beer Commercials" and the example that he used, namely the Billy Dee Williams Colt 45 advertisements, there appear to be many parallels between the Jose Cuervo advertisement and Strate's example. First, Strate states that the Billy Dee Williams advertisements "Alludes to the alcohol's image as an aphrodisiac" (512). In the article, this could be seen as true for both men and women; however the image of the Jose Cuervo ad portrays the woman as the one who is affected by the liquor which would be the only reason for writing the number on the male's forehead. In the words of the caption, the liquor is making the woman speak louder to the male, with the implication that she is saying that she wants to have sex with the man. Contrary to Strate's views on women in beer commercials as being demure and passive, the woman in this ad shows no sign of passivity. She has become the man in some respect, writing the number on his forehead and smiling with a mischievous "come hither" smile; she made the first move. What message does this send (other than the clever caption)? First, by a woman consuming Jose Cuervo, she will have the courage and assertiveness to make the first move. By a man consuming Jose Cuervo, he will become the "ladies man" (Strate) and gorgeous women will flock to him and write their numbers on his forehead, and more importantly, he will have sex with the woman who is implying that she wants to have sex because the stereotype, according to Strate is that alcohol leads to increased sexual desire. .
The second advertisement chosen for this assignment concerns an article about women and plastic surgery. The article promotes cosmetic surgery and was found in the popular "Vogue" magazine. Although it is not an advertisement insofar as to sell something, the image that is portrayed here appears to be female although she looks more like a doll, or a clown, something not of reality but lifeless and idealized.
