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Jägermeister – Sexist advertising?

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Sweden’s Trade Ethical Council against Sexism in Advertising (ERK) has ruled this Jägermeister ad to be sexist. Do you agree?

44 Responses to “Jägermeister – Sexist advertising?”

  1. Cardwell Lynch II Says:

    So let me get this right…
    Sweden, the country that has no problem with topless sunbathing at the beach and or swimming pools has a problem with this Jager advertisment??!!
    I can understand the Americans, where I live now, having a problem with this AD but the Swedes!
    very disappointing Sweden… You can’t have it both ways!
    Cardwell Lynch
    Los Angeles, CA – USA

  2. streja Says:

    Yes, especially towards the male race.

  3. remy Says:

    Let’s see the ad re-done with some cute Swedish boys!!

  4. Geewee Says:

    Pitiful of Sweden and its moronic double standards…how long can you pretend to be sooooo different from the rest of the world at large?

  5. please Says:

    You do realize that about 99%, and I do mean 99% couldnt give less of a fying f!#” about this commercial? But there is always that 1% who start to complain about things that people dont care about. Only difference is that its about 20-50% in the US who complain about things like this.

  6. Lisa Says:

    This ad just reinforces the idea, “give a girl a few drinks, and she’ll give it up”. Here in America, a guy encourages you to get tipsy so he can get in your pants. I hate that concept: Alchohol= SEX.

  7. esra Says:

    What a totally crap commercial. Really badly made and not very funny or clever. Totally pointless (geddit?)

  8. Matt Says:

    Crass, stupid, unimaginative and poorly made….sure. Sexist? no.

    Not going to inspire me to drink the whatever they were selling, either.

  9. dan Says:

    cardwell,
    this isn’t a nudity debate. it’s not the sight of women’s breasts the ERK objects to, it’s the use of women’s bodies as a cheap trick to sell crappy beverages. you’ve got it backwards about the USA. in capitalist america, women’s bodies are ONLY acceptable when on tv or paper for the purpose of making money. this ad would probably win awards.

  10. elijah blue Says:

    After reading “The Local” today, I believe there are more important issues that this ad. How about the person that was stabbed in the neck with a broken bottle, the bank hold-up by eastern Europeans, the “dwarf” thieves, etc.

    I seems that Sweden is becoming Americanized….how sad.

  11. Another Take from an American Living Near Jönköping Says:

    More important than the obvious equality vs. male chauvinism argument, are the negative long-term effects that advertising such as this will have on society in general. When all advertising agencies discover that it is OK to SELL their product by crossing certain boundaries of decency, whether that means breaching the lines of discrimination, demeaning a specific gender, race or social class, etc, we have effectively paved the way for common decency and respect to take a high dive off the nearest cliff. If advertising such this is allowed to flood the TV networks and progress into who-knows-what kind of wild discourteous sleaze, it will have a negative psychological effect on society, at least the regular TV-watching part of society (well over 2/3 of this country, I would suspect). If there is any doubt, simply look at the brainwashing effect Marlboro and Virginia Slims cigarette ads had on people in the US. Those ads slowly programmed a large part of society and helped to make smoking cigarettes look “cool” (those ads also included a lot of indecent exposure, for their time). Now let’s analyze this particular JM ad a bit closer. You have a bartender there that is obviously getting his kicks staring at these women as if they were sex objects. I am sure he is not thinking about chocolate mousse. The following may seem extreme, but I assure you, it is not an impossible scenario. This could potentially have a negative effect if a woman walked into bar x and tried to order a JM (like the women in the ad). Anyone in the bar who was aware of what she was ordering and had seen this advertisment on TV may look at her and laugh or point at her or any number of embarrassing situations could occur. Use your imagination…especially considering the way people act after several rounds of strong drinks.

    The point about topless people on the beach is irrelevant. The difference is that the topless women you see on the beaches have CHOSEN to be seen this way. Moreover, they more than likely do not bathe topless for the satisfaction of others. Consider this when you think of these two situations. One concerns free-will and the other is involuntarily being suggested a sex object.

  12. Carl Says:

    As a Swede I feel ashamed…..

  13. streja Says:

    Dan and Another take…you’re absoultely right. It seems rather strange to me that some people don’t know the difference between sexism and nudity. Being in the nude, swimming in a lake or wherever is not the same thing as standing next to a car with your top off looking stupid in an ad.

    I suppose some of the posters need some education.

  14. HairySwede Says:

    Not sexist. And to consider banning advertising because nipples are showing and a guy is oggling them is ridiculous.

    And who gets to decide what is sexist. Clearly, just in these 12 comments, there is a huge range of opinions on this.

  15. swede Says:

    Cardwell Luynch 2, the thing is that in Sweden some people have problem with this ad because they feel it’s sexist because it implies that just give the girl a drink and she will have sex with you.. In USA people would have problem with this not because they thought it was sexist but because they don’t think you should be allowed to show a nipple even if it’s under a dress and even if it’s not shown for a “sexual” cause (not the case here, though, but you get my point, I hope…). I mean in Sweden nudity is looked upon more relaxed , people sit in the bastu totally naked….

  16. Never in America Says:

    This is a great Ad! Even people like me outside of your country are talking about it. Though I/we really don’t understand all the outrage. In America this is no big deal for several reasons…

    1. Americans have the right of free speech so we can say anything we wish without censorship.
    2. Councils in the US fight discrimination focusing on economics, not peoples feelings… and definitely not nipples.
    3. Girls over here understand that boys will be boys. When you’re out and about everyone abides by the look, but don’t touch agreement.
    4. The term “Sex Object” went out in the 80′s.

  17. USA #1 Says:

    How come swedish girls don’t let boys, be boys? American girls aren’t nearly as prudish.

  18. Muhammad Asghar Says:

    there is no harm in showing body parts in the ad. calling it offensive ad is a little too harsh word. I think Europe has struugled a lot to get rid of these lables like sexist, sinful etcetra.

  19. HairySwede Says:

    I don’t think that this ad is suggesting you can give a girl a drink and she will have sex with you. if anything it is focusing on how cold jager is. their whole ad campaing that this ad is a part of involves people drinking jager and then having the glass stick to their lips, or their nipples stick out. not because they are aroused or because they want to have sex but because it is cold.

    I think its a bad ad campaign, don’t get me wrong. but I dont think its sexist. nipples stick out when its cold. jager is supposed to be served cold.

  20. Swedish-American Says:

    I was born to Swedes in America, so I understand both worlds. This ad is sexist not because of showing nudity, but because it pictures women as little more than non-thinking, jiggly, giggling young women who don’t have the common sense to know how to behave decently in public. If I ever saw my daughter acting like that at a bar, I’d have a stroke. And don’t tell me American men know the “look but don’t touch” rule. Ha! I’ve lived in America pretty much all my life, and as soon as a man finds out you’re a Swedish girl, he thinks this means he can grab you, push you as far as he feels is necessary to find out “what a real Swedish girl is made of” without taking my feelings in the matter into consideration – even if it borders on rape; and that, because I’m Swedish, I will welcome all this insane behavior on his part, and I’ll go along with it and hop right into bed with him. Hello?! It doesn’t work this way!!!

  21. streja Says:

    Oh God I give up! We have exaplined why it is sexist but only few of you here really know what the word means. Sex is not the same thing as sexist. Prudish has nothing to do with it. By the way, not all “boys” are the same.

  22. amanda Says:

    this is an extremely sexist ad! Should definively be banned! I’m from Sweden and I must say that most of you have misunderstood the swedish mentality when it comes to sex and nudity. We are very gender equal and relaxed about this and have bben since the 20′s (which created the country’s reputation of being sexually liberal)however we do have strong laws against porn and sexism which is something completely different. In an environment where this is accepted gender equality can never be realised – we are however close in Sweden, much due to the dislike of commercials such as this!! Btw – jägermeister is more likely to decrease sales in Sweden by showing this ad!

  23. Another Take from an American Living Near Jönköping Says:

    Dear “Never In America”

    You are unfortunately horribly mistaken.

    1. No. This would never air in the states, and not because it is wrong. It has to do with conservatives in power over media agencies.

    2. Are you listening to what you are saying? Wrong, wrong, wrong…wrong.

    3. That is a sexist remark in itself. I’m glad that you feel you can speak for all of the girls in the states. Uh, no.

    4. And finally,…No. “Sex Objects” are quite the fad now. Just watch the advert again.

    Dear USA #1,

    That is ridiculous. PEOPLE are who they are. We are all different with different opinions and morals…Americans like Swedes, there are those who wouldn’t mind sexist remarks and there are those who abhor them.

    Muhammad,

    The issue is the female being treated as a sex object while some corporation is making big money off of you for being so naive and willing to tread all over people and their feelings. I use “naive” because you seem to automatically assume it is not important to respect females and whatever morals are remaining in society.

  24. Another Take from an American Living Near Jönköping Says:

    To Hairy Swede,

    Very nice of you to speak for all females who were offended by the ad. I’d say you are a tad biased, being that you are male, wouldn’t you? Your addition to the ongoing commentary is worth the price of your “opinion”

  25. Dan Gullifson Says:

    I think everyone is missing the point here. Jagermeister is awesome. It used to have deer blood in it and even though it doesnt today, its still badass. Plus it tastes good and if girls drink it they automatically strip. Its not sexist if it is fact.

  26. HairySwede Says:

    To Another Take from an American Living Near Jönköping

    This is what I said in my two comments so far…

    Not sexist. And to consider banning advertising because nipples are showing and a guy is oggling them is ridiculous.
    And who gets to decide what is sexist. Clearly, just in these 12 comments, there is a huge range of opinions on this.

    I don’t think that this ad is suggesting you can give a girl a drink and she will have sex with you. if anything it is focusing on how cold jager is. their whole ad campaing that this ad is a part of involves people drinking jager and then having the glass stick to their lips, or their nipples stick out. not because they are aroused or because they want to have sex but because it is cold.
    I think its a bad ad campaign, don’t get me wrong. but I dont think its sexist. nipples stick out when its cold. jager is supposed to be served cold.

    This is what you said:

    To Hairy Swede,
    Very nice of you to speak for all females who were offended by the ad. I’d say you are a tad biased, being that you are male, wouldn’t you? Your addition to the ongoing commentary is worth the price of your “opinion”

    Nowhere do I say I speak for all females. Ever. Nor do I pretend do. I merely pointed out that I don’t believe it to be sexist. And then pointed out that there was a huge range of opinions.

    Your comment though that just because I am male I am biased is interesting though. Some people might read it as saying that my opinion isn’t worth what a womans opinion is worth. That’s how I interpreted your comment at least. Correct me if I’m wrong. That sounds pretty sexist to me though. Interesting how that often seems to be the case…

  27. Greta Says:

    I disagree that Sweden is very ‘equal’ there is clear discrimination throughout Swedish society towards men. women make a lot of noise and talk a lot of nonsense about sexism, feminism, oppression and imo swedish women generally make the lives of Swedish men as hellish as possible with their demands and needs rarely thinking of the man in the equation. I think I would describe Swedish women as the ultimate in high maintenance!
    This is not a very good ad although I think it is rather better than the one with the glass sticking to the lad’s lips. It doesn’t make you want to buy the product. The music sucks … generally not a wonderful ad. However it isn’t sexist. the definition of sexism is discrimination or hatred towards another person based on sex. Where is that in this advert?
    Was there this outcry about sexism against the Burger King advert where the guy said he wanted ‘guy food not chick food’ and the men converge on the streets and eventually throw an MPV over the bridge to show they were becoming emancipated from the female oppression they were under?
    It is just a load of old tosh.

    BTW – I’m a Yorkshire lass living in Sweden.

  28. streja Says:

    If the US is for free speech then why was Radiohead’s video (can’t rememebr to which song) censored in the 90′s? it was a cartoon video that had a mermaid showing her nipples. It also had some cartoon violence in it. The US censored the nipples, Sweden censored the unnecessary violence.

  29. streja Says:

    Well Greta I have to say your post made me laugh. Sexism is not hatred towards another sex.

    I think the Burger King advert is really silly by the way. Why don’t the men protest? Possibly because they agree with it.

  30. Geewee Says:

    Sweden is the modern DDR disguised behind IKEA, Volvo and ABBA…..opppsss I forgot Volvo is American. :p I think Swedes need to have things to do other than drink to get drunk, whine about inequality of the sexes and buy the same clothes from H&M. Live a little will you!

  31. Geewee Says:

    Take a few lessons from your neighbors the Danes….they rock!!!

  32. streja Says:

    Right, so tomorrow I’m going to make an advert with naked breasts in it. It’s going to be two women swimming in a lake and a naked man walking on the beach. The product is for McDonald’s.

    I think it will be banned in the US because it has nudity in it.

  33. marcella Says:

    I suspect the makers of this exceptionally poor advert were rather hoping people would make associations between freezing temperatures and nipple errection, rather than sex and the latter. Having said that rock hard nipples look so much better on a humungous pair of falsies than they do on ‘moobs’ (that’s man boobs for those who wished to know). Sexist? Sure, if you choose to take offense.Not a good ad? Most definitely! And while we’re on the subject. Hands up who’d rather eat a squirrel than a burger? I know i’m not alone!

  34. marcella Says:

    I’ve changed my mind about sticky outy nipples on men (with or without boobs). I think that would sell booze just as well as this advert does.

  35. Graham Says:

    Whats wrong here is double standards as per usual from radical feminists.
    Does nobody understad what the word sexism means? Sexism means discrimination between one sex or the other. (It has no other meaningins and is not debatable!) So to say this advert is sexist, can only mean that there are too amny women here getting paid for this ad and that to make it equal there should be two guys and two girls doing the same thing. In case you have not noticed, it is not only men who try to “get into pants” by giving someone alcohol, women are guilty of this also.
    If your going to say this ad is “sexist” is like argueing it discrimates against disabled people, non-white people, homeless people etc etc. as they are not in the ad.
    Learn what “sexist” means crazy feminists of Sweden.

  36. streja Says:

    I doubt it Graham. I mean usually if the guy is too drunk he can’t get it up.

  37. Another Take from an American Living Near Jönköping Says:

    Graham,

    Oh dear Graham…Where oh where did you come by _your_ definition of “sexism” Let me help you with “another” meaning, the correct meaning.

    discrimination

    1. Prejudicial and therefore unequal treatment of a group of persons. Discrimination can apply to race or ethnic group (see racial discrimination), gender (see sexism), or age (see ageism).

    sexism

    sex·ism (sĕk’sĭz’əm) pronunciation
    n.

    1. __Discrimination__ based on gender.
    2. Attitudes, conditions, or behaviors that promote stereotyping of social roles based on gender.

    You said: “So to say this advert is sexist, can only mean that there are too amny women here getting paid for this ad and that to make it equal there should be two guys and two girls doing the same thing.”

    That is one way to view it, with the exception of the ridiculous assumption about women being paid for the ad in question. You have missed a very important aspect of the argument here, the way I see it I should say. That part is that this is NOT direct discrimination rather indirect discrimination, shall we say, disrespectful of women in the general tv-watching audience. This discrimination comes in when women are expected, by people such as yourself, to chalk up SEXIST advertisements such as these as comic relief. Let me remind you that there are women out there owning television sets and radiotjänsten who disapprove of such methods of ‘comic relief’ due to the fact that this sort of advertising could potentially influence the less educated drunken male/female sitting in a bar to do or say something stupid and sexist. All legal concerns aside, the ad is also demeaning to women who enjoy going to bars with their friends, much like you see portrayed in the ad.

    You also said: “In case you have not noticed, it is not only men who try to “get into pants” by giving someone alcohol, women are guilty of this also.”

    What does that have to do with this commentary? SEXISM in any form (whether it is degrading a male or female individual) should be frowned upon.

    You closed with: “If your going to say this ad is “sexist” is like argueing it discrimates against disabled people, non-white people, homeless people etc etc. as they are not in the ad.
    Learn what “sexist” means crazy feminists of Sweden.”

    SEXISM has nothing to do with GENERAL discrimination. SEXISM is a specific form of discrimination based on gender. Discrimination is not only concerning inequality in the general sense that you have described above. Please refer to the 2nd definition of SEXISM for an explanation on this. “2. Attitudes, conditions, or behaviors that promote stereotyping of social roles based on gender.”

    As for your comment about people looking down on this ad potentially being radical feminists, you could never be more incorrect. I am neither female nor am I a apart of the feminist initiative. I am, however, for perserving the final specks of common decency in advertising that we are involuntarily subjected to on a daily basis via televised commercials. I would rather that commercials did not exist at all but I am not fighting that fight. I will, however, make a comment against large corporations attempting to dumb down the television audience with their cheaply conceived methods of selling their products to the naive consumer via disrespectful or potentially harmful advertising. It is only funny to those laughing and those laughing and commenting in this forum do not see the other side that feel otherwise.

  38. Mia Says:

    Gosh, what’s up with comments like these:
    “How come swedish girls don’t let boys, be boys? American girls aren’t nearly as prudish.”
    It’s OBVIOUSLY a sexist commercial, wheter you’re a swede or not (I happen to be a sweden living is the US). To use women’s bodies to sell products like alcohol is just crap- and yes, it’s very objectifying. It’s SO stereotyping swedish women as sex hungry, naive, and boundaryless beings that men can take advantage of.
    Sexism still exists everywhere and I think it’s SAD that some of you consider this a “good commercial”.

  39. HairySwede Says:

    I’m with marcella. The producers of this ad were trying to make the connection between cold jaeger and erect nipples due to cold. it’s natural baby.

  40. belle Says:

    I just stumbled across this website and found my way here… I’m an Australian female who grew up in a culture where ads like this were fairly common-place, and attitudes to women and their bodies were such that an ad like this would be viewed as harmless. As a result, once I hit puberty I became extremely uncomfortable with my body – or more specifically, with men’s attitudes towards my body. Many of my female friends went through similar experiences, it isn’t nice to go from being a 10 year old girl who gets respect and has fun hanging out with both male and female friends, to being a 15 year old girl who is hated by her female friends for being attractive, and treated like an object by her male friends. My solution was to get rid of the femaleness by becoming anorexic. Yes, it is an extreme example, but I was perhaps a little like the canary in the mine? Ads like this contribute enormously to the toxic environment, and they are harmful to both women and men as they make it more difficult for us to relate to each other as true human beings.

  41. cats4rent Says:

    need more boobies!

  42. PH Balance Says:

    Who the hell cares???? If you want to help the world, buy a one way trip to Africa. They could care less about this ridiculous and useless energy spent on the ad. You know what, the ad worked and was worth every penny spent on it because there are obviously LOTS of feminist in Sweden who will never forget the brand Jagermeister. Buy a one way to Darfur and use your silly energy to really make a positive impact in the world! You people in Sweden obviously have a lot of time to waste!!! Youre very good at complaining up there in Sweden but rank very low in taking action. I am a Swede living outside of Sweden because I cant stand the swedish people myself. A bunch of big whiners….

  43. Nathan Says:

    As i have seen the other other ad in this series which deals with the ‘Cold’ attributes of served drink ‘Jager’ – It really doesn’t make sense to me why this would offend anyone.

    All it represents is a some girls who drink a ‘cold’ drink and get ‘erect’ nipples. This happens when you’re cold – you people do realise this right? And then a guy – likes the look of it – WOW! Shocker!! It seems the Ad displayed some natural human reaction here.

    People- get a life – I was watching daytime television the other day and say a preview for a movie showing later on. The clip had full frontal nudity. I’m definately not opposed to it. Bring it on i say. But when I hear petty complaints about ads like this. Its really clear that a minority like to ruin it for everyone.

  44. Marshall Says:

    I want to know how this ad brings about the concept that “alcohol=sex”. Yes, the ad did focus on the womens breasts, particularly the nipples, but its a natural thing for cold to bring on a hardening of the nipples. But I guess Im OBVIOUSLY missing the fact that this has a round about way of saying these girls simply want to “give it up” because they’re drinking alcohol?

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