Beer Comericals: "A Manual on Masculinity"

This is in response to an essay called Beer Commercials: "A Manual on Masculinity" created by Lance Strate.  Most all beer commercials rely on sterotypes of what the typical "man" should be to target their predominantly male audience. This is why you will never see any gay men, sensitive men, poets, or scholars in such beer advertising. You can almost say that this 30 sec "educational flim" is a guide to masculinity. Beer commercials are promoting the myths of not only masculinity, but femininity. Even worse they are viewed by children which may view them as answers to adulthood and they have an impact on social learning and attitude formation. Even though beer commercials may be fun to watch they are harmful to us as adults and to our children. We must think do we really want our children learning from these commercial and do we ourselves want to live up to these "standards" that they protray...?