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US beer ads to portray women as consumers, not eye candy

Fraternity house imagery and sophomoric humour that long defined many campaigns have come "under siege"

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For years, one of the main criticisms of beer advertising was that it tended to either objectify women or disregard them.

New York

FOR years, one of the main criticisms of beer advertising was that it tended to either objectify women or disregard them. Marketers seemed to be too busy trying to appeal to the young male audience they knew would consistently drink beer by the case to worry about anyone else.