What does a pregnant woman mean in this advertisement? Why didn't they use a normal woman in this advertisement as usual?
This is a beer advertisement. As usual, a sexy woman is a model for this advertisement. However, in this advertisement, there is an interest difference than usual advertisements. The model is a pregnant woman, but she is sexy and attractive as well. It's shocking because even though pregnant women usually don't drink alcohol much, they advertise a beer through this pregnant woman. There is a trick. They wrote "Non alcoholic Nova Schin". They say it is alcohol free. This meaning is implied in a pregnant woman model. The reason women are used for alcohol advertisements is that usually men enjoy drinking more than women, so advertisers appeal their products through sexy women. In Korea, alcohol advertisement's models are always famous sexy actresses and singers. They always take a sexy pose. Generally, women are used to appeal their sexuality through their body to men. It's normal and familiar situation in our society. It's applicable in also most beer advertisement. We can see male-dominated as well.
Group media analysis
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