Denholm - First Primary Source Summary: Molson Beer Ad

This ad is for Molson Beer. Many features of the ad target women and even young girls. An attractive man with loving eyes stands dead center, holding two adorable and scared-looking puppies. In association with the puppies, the man wears a soft knitted sweater and hat. The sweater and hat share these characteristics, along with the gentle tan color, with the two cute puppies the man protectively holds in his arms. These similarities create a relationship in the mind between the appealing man holding the beer and the endearing puppies. Both puppies have a leg strategically placed over the man's arm, adding to the man's consoling manner. Another aspect that attracts women is the tone of the ad as a whole. The man appears to be outdoors; he wears warm clothing and the background appears to be trees and bushes. Lastly, the man models a stubbly beard and mustache, as well as long wavy hair. Many women find these rugged, robust qualities to be alluring and even, in a sense, comforting. Overall, the man is tough, but sensitive - a paradox that women love. The beer bottle is subtle, but not too subtle to be overlooked by scanning eyes. The brand name catches the eye because of its bold blue capital letters. In many ways, the ad is easy on the eyes. It is smart of Molson to create an ad that is appealing to women using an approach other than sex appeal (the usual route taken by alcohol companies). Some women dislike alcohol ads that contain sex appeal, especially ones in which women's bodies are objectified. This ad also quietly sends a message to men: "Buy this beer and you will be a tough, hardy, yet sensitive man that women will love."