Deconstruction of Alcohol Ads - "The Reader"

I am a teetotaler by choice and have wanted to honor those in my life who have struggled with substance and alcoholic addiction. The general air about the ad (Bell's The Reader) which I chose to deconstruct, defies all other ads in its genre and has an innocuous posturing about it. To me the message of literacy is definitely grand in its premeditation but alcohol in any guise is a superiorly dangerous entity. 

The ad although successfully disseminates a feeling of family and togetherness and goals that establish us as citizens first and consumers second. But the consequences of neural loss of control is a topic regardless of its weight, that needs dissemination. Perhaps to have stated the inevitability of over consumption and loss of cognizant control would have taken away from the demure and powerful message of this ad but is utterly indispensable to  the longevity in this new way of conscientious advertisement. 

On another, contradictory plane, the utilization of sexual connotation and sexism in alcohol advertisement is regarded as the most hard-hitting aspect of conditioning and selling a product. The most exploited of our innate and palpable reasoning or association with things that we consider attractive are those that are used against us in such ads. 

The caption “Guys never change, neither do we” –  for Jim Beam – whether it is a play on our emotional vulnerability to want to manipulate to sexually advance and get the attention of the object of our affection or to perpetuate a sexist mentality, the stereo types in accordance with men and boys and girls and women and sex and pornography are ubiquitous, sensationalized and often irrelevant to common causes. But the most formative and impressionable, as a result of our ad culture, are driven by the admiration the ad industry has for their marketing tactics, judging by their healthy sales, to continue to abide by these standards. The ad industry persists on these mental make ups without guilt or culpability.