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After reading Steve Craig, “Men’s Men and Women’s Women”, it was somewhat amusing analyzing both videos and attempting to label them. In the Miller Genuine Draft commercial, I feel that men are the intended target, zeroing in on the fear of men not appearing manly. When the commercial starts, you see a guy walk up to the bar and asks the female bartender for a light beer.

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He is the established norm for handsome as she is beautiful. Things turn sour quickly when he doesn’t have a preference for the taste of the light beer. This guy overlaps the categories. He seems to be the men’s men but has lost his way with purchasing a “purse” that makes him seem feminine, a women’s man. That brings on condemnation from the waitress who seems to be overlapping in categories as well. Her looks, attitude, and boldness, along with the ability to put a staying men’s men back on the correct path to “manness”, for me makes her a man’s woman While her confidence and independence make her a women’s woman. With the Camden Singer Secret commercial, I find that the main target is women. The main character is a women’s woman, Pretty, successful, single and confident. She handles herself in the face of total embarrassment after she is caught eyeing one of the new employees. While she appeals to women, I feel she is in the category of men’s women as well, because she is sexy and seemingly accessible. I think both videos were effective in reaching their intended audience and were strategic to include the other gender as the lynchpin in the message.

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