I was watching Gossip Girl last night when this Victoria Secret commercial came on advertising their new fragrance.
I have seen these commercials a few times during broadcasts of sporting events and other television shows. They depict a man ordering a generic light beer in a bar with his friends. His friends tell him that not ordering a Miller Light is second “Un-manly” thing that he has done that day. The advertisement then cuts to a scene of the man screaming in a very high pitched voice and generally freaking out on a rollercoaster while his friends laugh. Miller Light appears to be trying to market their beer as a manly light beer. It is a prime example of how the culture industry constructs our images of self what it means to fit into a particular gender role.