- 1. Beer—cheap, common, domestic beer—is a rare commodity that drives men mad with the desire to have it, at any cost.
- 2. Women are the great obstacle between men and the fulfillment of this desire.
Why do the big American Lager breweries perpetuate the same two-point narrative, then? Scocca asserts that they do so because their target audience is sixteen-year-old males:
- The girls [in the commercials] aren't really girls; they're Mom. And Mom is the first hurdle in the thrilling obstacle course that makes up the world of the teenage beer drinker.
- That's what the beer commercials are going after—the enthusiastic desperation of the underage drinker.
The comment thread on Scocca's post is also worth reading.