Feminist Beer Wants To Steer Away From Sexist Beer Ads [PHOTO]

Mar 26, 2015 01:40 PM EDT | By Victoria Guerra

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While Emma Watson spends a good portion of her time talking about gender equality and Patricia Arquette speaks about the salary gap in the United States, the beer industry has remained exactly where it has been for the past half a century, featuring incredibly sexist ads over and over again with women in bikinis - but there's a new feminist beer making a stand against this culture.

Even though a lot has improved for women in the workplace over the past few decades with different waves of women's rights all over Western civilization, ads from brands like Carlsberg persist in portraying one-dimensional roles for women, portraying them as hot prizes for men, which is what the feminist beer wants to stop.

This isn't just a problem in the United States but rather worldwide, and the Brazilian feminist beer wants to face the issue upfront, as a group of advertisement experts try to switch the industry's standards.

According to Fast Coexist, Cerveja Feminista (which translates literally as feminist beer in Portuguese) was created to introduce a new type of conversation into the world of advertisement, as its creators speak out that, at least in Brazil, few of the industry's art directors are female, which explains for much of the sexist campaigns around beers.

The Independent reports that this feminist beer was created by a group of ad creatives called 65 | 10, a number that comes from a national percentage: seemingly, the 65 is from the percentage of women in Brazil who feel they're not portrayed fairly in advertisements and the 10 stems from the fact that the ad agencies in the country are only 10 percent female.

According to Eater, the beer is an Irish red ale, as it was thought to be a neutral sort of drink - dark beers like stouts are often associated with men, and lighter beers like pale ales will often be associated with women.

"Feminism is, of course, part of human rights in general - but to define a movement as 'human rights' is to deny the specificity and nature of the problem of gender. It would be a way to pretend that women were not excluded over the centuries," said the feminist beer makers on their Facebook page.

 

 

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