Stay Educated My Friends: Subverting Hegemonic Ideologies in Dos Equis’ Advertising Campaign

By Joey Brasch, Emily Komie, Kelsey Maxwell, Ethan Schick, Sam Suzuki, Noah Weeks (Block 2 2017)

Dos Equis (Original Print)“By providing advice on how to be ‘interesting,’ TMIM, who is framed throughout the advertisement campaign as rugged and adventurous, is suggesting that one must be interested in particular kinds of things in order to be masculine. Along those lines, it is difficult to separate what this advertisement refers to as boring (eating mild salsa and wearing khaki pants) from femininity or those who are often referred to as a ‘wimpy’ or ‘sissy’ man. This print advertisement pigeonholes consumers and viewers into perceiving masculinity narrowly, and serves to surveil and discipline men who do not meet these gendered expectations.”

Dos Equis (New Print)“In our version of the commercial, our main character is placed in everyday activities, such as exercising at the gym, playing basketball, driving in a residential area, eating lunch with her friends, and lying in bed with a sexual partner. However, instead of empty platitudes about how she is adventurous and unique, we instead have the narrator describe how the main character lives her life treating people with respect and without adhering to strict gender roles. In the end, we address the gendered positioning of beer that is often portrayed in the media and promote independent thinking with the final words, ‘stay educated, my friends.'”


PEELS (Cover)

Created by Emily Gaston (Editor), Olivia Blackmon (Journalist), Kelsey Maxwell (Journalist), and Will Cannistraro (Graphic Designer) during Block 6 2017

“We hope to share critical information and insight about the operations of the prison system within the United States and consider various connections and contradictions between the numerous marginalized communities it targets. Ultimately, the goal is to contemplate identity and difference, to recognize the impact that such realities have on persons within and outside of the prison industrial complex (PIC), and to educate about—and advocate for—those impacted by the prison system. In the words of Audre Lorde, ‘In a society where the good is defined in terms of profit rather than in terms of human need, there must always be some group of people who, through systematized oppression, can be made to feel surplus, to occupy the place of the dehumanized inferior’ (289). The PIC is deeply representative of this dynamic of inequality.”
—Emily Gaston, Editor

Click here to read PEELS!