Analysis Of Dos Equis Advertisement

More advertisements than content fill most magazine’s editions. Advertisements may seem like innocent attempts from companies to get people to buy their products; however corporations spend billions of dollars in researching the best way to advertise their product. Dos Equis is one such company. Dos Equis for example, has a current and popular advertisement series which portrays like three friends having a night out on the town. However, as we dive deeper and deconstruct this advertisement we find that this subversive advertisement has some insensitive and subliminal messaging included within its ploy to get the viewer to purchase its product. At first glance we see three people; an attractive African American woman, a gorgeous white woman,

In the Dos Equis advertisement we are expected to believe that women find older Latino men sexy. While many films, advertisements, and media point us toward believing that Latinos are great lovers and sex symbols, this is an unrealistic message. It is unrealistic because not all Latino men are well sculpted, sensual, nor appealing. Some women view older Latino men as creepy and unattractive. Dos Equis using this stereotype about race identity is socially irresponsible. A second unrealistic racial expectation that this advertisement portrays, is that African American and white women both find older men attractive. While there is nothing wrong with women finding Latino men attractive, it is wrong to say that African American and white women are not capable of finding older men unattractive. This message creates an unrealistic expectation as women can be attracted to all races of men. Interracial marriages are currently gaining in popularity as they bring different cultures together to create a new and diversive culture. This advertisement’s attempt to lead us toward believing that all African American and White women are attracted to older men is in fact false. Current research on relationships and age difference statistics prove otherwise. According to the Market Watch, the average age difference (for a heterosexual couple) is 2.3 years, with the man older than the woman. In 64 percent of heterosexual couples, the man is

In this advertisement, one observes that the older Latino man who has garnered the attention of two middle-aged attractive women appears to be well off financially. This suggests that all women are attracted to wealthy men. This message is socially irresponsible. When one assumes that women are attracted to wealthy men one also assumes that these women are extremely shallow and motivated only by money. While there are women who are attracted to men that are wealthy, there are also those attracted to men making less money than themselves. In society today, this message is socially irresponsible as this stereotype has been labeled as being a “gold digger.” A gold digger is a woman who is only interested in being in a relationship with someone who is wealthy. This ad also sends a class message that wealthy people have a better lifestyle than the lower classes by depicting happy, well-dressed, apparently content individuals. This message creates unrealistic expectations in leading people to believe that once they “arrive” at the top of the social ladder their problems disappear. One only has to watch the nightly news to see that movie stars, sports figures and corporate executives also experience hardships and suffer from addiction and become victims of suicides. Therefore the statement that wealth equals satisfaction with life is an unrealistic