Skol Beer Brazilian Advertisements

Skol is Brazilian beer company who recently employed female artists to rebrand their advertisements. In the past, they designed many ads that were blatantly sexist towards women. These three ads are just a few of the many advertisements that followed this model. In these, the ads showcase and highlight women's figures to objectify them and clothes them in little if any outfits to sexualize them. In one of these ads it shows a man chasing a naked woman, making her an object of desire; a game of chase for what seems to be a prize. Another simply shows two barely censored breasts, and the last shows the act of a woman bending in a sexual way. Another interesting observation is that none of these advertisements include the actual thing that they are advertising for--not a single image shows beer. All of them solely focus on representing women and their bodies as trophies or simply means to a good time. This brand associating with this kind of marketing demonstrates that they are very intentionally promoting to a male audience. The effects of these advertisements allowed men to feel more comfortable with this sort of idea that women are only valuable as a thirst-quencher and are things to which to use, a tool to use to get what they want and something to take from, not to give. Only recently have they made efforts to counteract this, which is pushing society in a better direction, but the effects of this branding have already done the damage to reinforce these intense gender stigmas that are still present throughout society to this day.