Streaming issues? Report here
Africa Melane 2019 1500 BW Africa Melane 2019 1500 BW
Early Breakfast with Africa Melane
04:00 - 06:00
volume_up
volume_mute

Up Next: Breakfast with Refilwe Moloto
See full line-up
Early Breakfast with Africa Melane
04:00 - 06:00
Home
arrow_forward
Business
fiber_manual_record
Local
fiber_manual_record
Lifestyle

Windhoek beer ad banned in SA for entrenching 'toxic masculinity'

27 January 2021 8:12 PM
Tags:
The Money Show
Bruce Whitfield
Advertising
Andy Rice
Masculinity
branding
Gerard Butler
stereotypes
toxic masculinity
Advertising Regulatory Board
ARB
Windhoek beer
Windhoek lager
Louis Gossett
'real men'

Teased for requesting lime with your beer? The Advertising Regulatory Board says the message is that 'real men drink real beer'.

"Real men drink real beer. It's one of the great advertising stereotypes, isn't it?"

The stereotype of masculinity in advertising is under the spotlight again.

South Africa's Advertising Regulatory Board (ARB) has ruled that Windhoek Beer must withdraw or amend its TV campaign.

Image: Screengrab from Windhoek Beer TV campaign

The advert features what the ARB describes as "a gentle looking, redheaded man" requesting a slice of lime with his Windhoek Lager.

The role of the man who consequently teases him is played by Scottish actor Gerard Butler who "is associated with macho movie roles".

The advertisement, rather than drawing attention to the purity of the taste of their product, paints a clear picture of an aspect of the target market; and that market is a stereotyped macho man who buckles to the pressure of his peers in order to fit in. This breaches the provisions of Clause 3.5 of Section II as read with the definitions.

Advertising Regulatory Board ruling

Branding and advertising expert Andy Rice weighs in on The Money Show.

He notes that this stereotype also features in earlier Windhoek commercials.

Remember another famous actor (Louis Gossett Jnr) monitoring a guy eyeing a red speedo and a pink drink?

I wonder whether it's harmless fun or whether there's something actually quite nasty at play here...

Bruce Whitfield, The Money Show host

The question is: Do advertising agencies and do their clients have a responsibility to lead society, or to reflect changes in society?

Andy Rice, Branding and advertising expert

I don't think that either of them is the wrong strategy, but the interesting thing is you can't really do both.

Andy Rice, Branding and advertising expert

The scale of judgment as to whether something is offensive or not is not absolute... Ads will fall at different levels on that spectrum according to who's viewing them.

Andy Rice, Branding and advertising expert

Watch the offending ad below:

Listen to the conversation on The Money Show:


This article first appeared on 702 : Windhoek beer ad banned in SA for entrenching 'toxic masculinity'




27 January 2021 8:12 PM
Tags:
The Money Show
Bruce Whitfield
Advertising
Andy Rice
Masculinity
branding
Gerard Butler
stereotypes
toxic masculinity
Advertising Regulatory Board
ARB
Windhoek beer
Windhoek lager
Louis Gossett
'real men'

More from Business

Vodacom to launch e-commerce 'super-app' in partnership with Alibaba

18 May 2021 9:02 PM

Vodacom is challenging the banks at their own game! exclaims Bruce Whitfield as he interviews Vodacom CEO Shameel Joosub.

Share this:
Read More arrow_forward

Brewing giant Heineken going after majority stake in Distell (Savanna, Amarula)

18 May 2021 7:52 PM

The Dutch brewer could be attracted specifically to Distell's cider component, speculates analyst Keith McLachlan.

Share this:
Read More arrow_forward

World’s largest refrigerated cargo ship in SA to transport record citrus exports

18 May 2021 7:13 PM

'A truly historic moment' - Citrus Growers Association's Justin Chadwick on how specialised reefer ships will boost the industry.

Share this:
Read More arrow_forward

Vodacom increases dividend as South Africans' hunger for data grows

18 May 2021 6:35 PM

The Money Show interviews Vodacom CEO Shameel Joosub about the Group's full-year results.

Share this:
Read More arrow_forward

Banning alcohol sales work. Partial alcohol sales bans do not – study

18 May 2021 3:59 PM

Mike Wills interviews Professor Charles Parry of the Alcohol, Tobacco and Other Drug Research Unit.

Share this:
Read More arrow_forward

'Droning noise from E Cape wind farms – bad news for Addo elephants'

18 May 2021 2:43 PM

"It’s certain that the noise from the turbines will be heard by the elephants of Addo," says acoustic engineer Terry McKenzie-Hoy.

Share this:
Read More arrow_forward

Zondo hears from travel agents - who paid what, to whom, for travel to where

18 May 2021 1:08 PM

Mandy Wiener interviews Eyewitness News reporter Nthakoana Ngatane.

Share this:
Read More arrow_forward

Rate a taxi driver – pilot project aims to make minibuses safer for commuters

18 May 2021 12:21 PM

The start of the formalisation of the taxi industry? Lester Kiewit interviews Mikhail Manuel (Centre for Transport Studies, UCT).

Share this:
Read More arrow_forward

Why the rising price of milk isn't coming down anytime soon

18 May 2021 9:46 AM

The Milk Producers' Organisation of South Africa (MPO) says the cost of milk is likely to keep increasing due to the high price of cattle feed.

Share this:
Read More arrow_forward

I like to save. I don’t buy new cars – Rob Rose (Financial Mail)

17 May 2021 8:01 PM

Financial Mail Editor Rob Rose opens up about his attitude to money (hopes and fears, successes and failures, etc.).

Share this:
Read More arrow_forward

More from Local

Vodacom to launch e-commerce 'super-app' in partnership with Alibaba

18 May 2021 9:02 PM

Vodacom is challenging the banks at their own game! exclaims Bruce Whitfield as he interviews Vodacom CEO Shameel Joosub.

Share this:
Read More arrow_forward

World’s largest refrigerated cargo ship in SA to transport record citrus exports

18 May 2021 7:13 PM

'A truly historic moment' - Citrus Growers Association's Justin Chadwick on how specialised reefer ships will boost the industry.

Share this:
Read More arrow_forward

2021 National Arts Festival is back! With live shows nogal

18 May 2021 4:53 PM

"We’re going to do our best with very, very strict Covid-19 protocols in place," says National Arts Festival CEO Monica Newton.

Share this:
Read More arrow_forward

Banning alcohol sales work. Partial alcohol sales bans do not – study

18 May 2021 3:59 PM

Mike Wills interviews Professor Charles Parry of the Alcohol, Tobacco and Other Drug Research Unit.

Share this:
Read More arrow_forward

Khayelitsha killings 'Everything points to this being extortion-related'

18 May 2021 2:42 PM

Mayco Member for Safety and Security JP Smith says the multi-agency investigative extortion task team is starting to work

Share this:
Read More arrow_forward

PICS: Archbishop Tutu and his wife get Covid-19 jab at vaccine site in Milnerton

18 May 2021 2:23 PM

Archbishop Emeritus Desmond Tutu and his wife Leah were vaccinated on Monday as Phase 2 of the vaccine rollout was launched across SA.

Share this:
Read More arrow_forward

IEC holds 40 by-elections in 25 municipalities on Wednesday

18 May 2021 1:36 PM

"We do not expect significant disruptions," says Masego Shiburi (Independent Electoral Commission).

Share this:
Read More arrow_forward

Playing his Ace: 'The constitution of the ANC is on trial' says ruling party

18 May 2021 1:30 PM

Ace Magashule wants a court to overturn his temporary suspension, he insists his constitutional rights were being undermined.

Share this:
Read More arrow_forward

Eskom: Brace for 'high occurrence' of load shedding until much later this year

18 May 2021 1:29 PM

Eskom says load shedding may be necessary between 5pm and 10pm throughout the winter period if the power utility continues to lose generating capacity.

Share this:
Read More arrow_forward

Zondo hears from travel agents - who paid what, to whom, for travel to where

18 May 2021 1:08 PM

Mandy Wiener interviews Eyewitness News reporter Nthakoana Ngatane.

Share this:
Read More arrow_forward

More from Lifestyle

Vodacom to launch e-commerce 'super-app' in partnership with Alibaba

18 May 2021 9:02 PM

Vodacom is challenging the banks at their own game! exclaims Bruce Whitfield as he interviews Vodacom CEO Shameel Joosub.

Share this:
Read More arrow_forward

Banning alcohol sales work. Partial alcohol sales bans do not – study

18 May 2021 3:59 PM

Mike Wills interviews Professor Charles Parry of the Alcohol, Tobacco and Other Drug Research Unit.

Share this:
Read More arrow_forward

'Droning noise from E Cape wind farms – bad news for Addo elephants'

18 May 2021 2:43 PM

"It’s certain that the noise from the turbines will be heard by the elephants of Addo," says acoustic engineer Terry McKenzie-Hoy.

Share this:
Read More arrow_forward

I like to save. I don’t buy new cars – Rob Rose (Financial Mail)

17 May 2021 8:01 PM

Financial Mail Editor Rob Rose opens up about his attitude to money (hopes and fears, successes and failures, etc.).

Share this:
Read More arrow_forward

Invest in precious metals such as gold – a guide for South Africans

17 May 2021 7:35 PM

Bruce Whitfield interviews Dr Zoltan Erdey, author of "Going for Gold: The South African's Guide to Investing in Precious Metals".

Share this:
Read More arrow_forward

'We will be vaccinating our residents ourselves' says Evergreen Health's MD

17 May 2021 8:55 AM

MD Elize Porter says many of Evergreen Health's registered nurses are trained as vaccinators and the Villages are site-ready.

Share this:
Read More arrow_forward

Most claims about celery juice aren't backed by science, warns dietician

16 May 2021 12:56 PM

Cape Town-based dietitian Jessica Kotlowitz says most claims about the health benefits of celery juice are unfounded.

Share this:
Read More arrow_forward

Free vasectomies offered at new men’s health clinic in Cape metro

15 May 2021 11:44 AM

The Metro Men’s Health Centre has partnered with Tygerberg Hospital to provide free vasectomies to men in the Western Cape.

Share this:
Read More arrow_forward

Do you think you have Chronic Fatigue Syndrome? Here's what you need to do

14 May 2021 3:48 PM

Dr Elizabeth Murray says years after ME or CFS was noted as a syndrome sufferers struggle to be heard, but there is hope.

Share this:
Read More arrow_forward

Got a pet of any kind? You'll soon have to register it if you live in Cape Town

14 May 2021 2:02 PM

Cats, dogs, horses, you name it… "The population of pets is increasing at an alarming rate," says Mzwakhe Nqavashe.

Share this:
Read More arrow_forward