The definition of ethics is defined as “A system of moral principles; the rules of conduct recognized in respect to a particular class of human actions or a particular group”. This Bavaria beer commercial does seem to be ethical in the sense that the woman is acting in a way that is seen as regular conduct for a woman, at least for women that we see on television. This may be the problem with a lot of things. I am completely on the opposite spectrum of a feminist, but maybe the issue here is our vision and perception of what is proper for a woman. After spending a few years in a fraternity, it seems to be this skewed ideas of what is proper behavior for a woman that seems to run young males at social events and in regular day to day interactions with females.

After watching this commercial, I am sure any guy watching the Bavaria beer commercial is trying to pick up their jaw. This is exactly what the marketing team at Bavaria and any other alcohol companies want. It grabs the attention of the guys and ensures that the brand awareness is as high as possible. Alcohol companies, from Smirnoff to Molson, all have strong marketing campaigns that are meant to increase sales by having more attention drawn to the commercial. They all do a good job of this when they show a woman that is half naked or a woman that seems promiscuous because the guys pay very close attention to this as well as the girls because it is what is seen as the perfect woman, a woman to emulate physically.

The commercial, just like many other alcohol companies, objectifies women as objects for people to visually consume. The woman’s body is seen as a sex object to be critiqued by both males and females. It shows a certain view of a woman, which is realistically unattainable for most women.

The commercial also shows that when a man drinks the beer, he is able to control the majority of what a woman does. This is used to grab the attention of most males and it does this in a way that objectifies females. I am not a female and thus am not as sensitive towards this, but if I were a female, I would be more upset about how woman are always objectified in this manner. This commercial may not be as ethical, but it is good marketing towards males.