"Men should act like men"

This week, I figured I would critique my favorite Milwaukee's Best Light commercial. This commercial obviously states that men should act in a completely masculine matter. Men that don't act masculine in all of the commercials are immediately taken out of the commercials by having a huge can of beer from the heavens crush them into the ground. Whether by calling his wife during a poker game to check in or by executing an extremely girly jump on a trampoline, these "men" quickly become victims of gravity and what it carries down--a huge can of beer. These commercials are definitely aimed at men. Milwaukee's Best, or "Beast" as it is commonly referred to, is a particularly harsh and manly beer that most women won't touch. It is brewed for men, and this can be seen in the commercials by the lack of women. The only times women appear in the commercial are when they are walking by looking very attractive or when they are emphasizing a "man's" femininity, such as when a man and his wife go to a cookout wearing matching shirts and swinging their arms gleefully. The slogan of "Beast" is that "Men should act like men, and light beer should taste like beer." Not only does this slogan dictate how men should behave, but it also makes the statement that real beer is harsh, and this harshness should be the taste that real, tough men should prefer.