As I was watching the Chicago Bears vs. Green Bay Packers game this afternoon, I saw this commercial for Miller Lite:
Here's the text:
Customer: Lite Beer, please
Bartender: Sure. More taste or less taste?
Customer: I don't really care.
Bartender: Okay. When you change out of that European man-thong, I'll give you a Miller Lite.
Customer: ...But, it's stylish.
Bartender: Not in this country.
Voice-over: Man up and choose a lite beer with more taste.
Who is this commercial for? What norms/expectations of masculinity are being presented here? According to this commercial, what does it mean to be a real man? How does the representation in this commercial of being "real" connect with sex, gender, and race?