Parsons School of Design
BFA Communication Design
Thesis 2019

Amy Schultz
The Great American Beer Company

Over the past sixty years, societal views of gender and beer have rapidly evolved in the United States. Advertising by large brands has grown to be more accepting of a partnership by men and women to enjoy alcoholic beverages separately, but equally. However, corporate beer brands’ advertising strategies haven’t evolved, insisting through a visual language that men and women drink differently (and need separate products to do so). Gender marketing in a capitalist society, for a product as widely consumed and advertised as beer, directly correlates with how we see ourselves as individuals, and how we view gender as a whole.

The Great American Beer Company is a brand that openly parodies gender marketing by large beer brands of the world, with its two opposing gendered products Man Beer and Lady Beer. Through photography, merchandise, brand values, and gender-specific writing, this brand catalogue exposes the inherent sham that is marketing beverages based on gender, in a split duality of mirrored photography and targeted language. To the reader, the book is intended to play upon the familiar beer advertising we unknowingly absorb, exaggerated further with a “surgeon general”-like warning label, as if crossing the boundaries of gender marketing will affect the experience one has with each beverage.

Yasmeen AlAyoub

Maria Badasian

Jenny Barroll

Bhavika Bhatia

Leehe Bok

Lauren April Brady

Elisa Bustos

Gabrielle Cantamessa

Jo Castanon

Ana Sofia Murillo Cernicchiaro

Sherleen Chen

Tiange Chen

Dahee Choi

Carol Chong

Olivia Chow

Matthew Chu

Lily Clempson

Analuisa Corrigan

Gaurika Dalal

Iyana Martin Diaz

Sylvia Epstein

Maria Farah

Vitoria Schweitzer Fiore

Jamie Fong

Bentzion Goldman

Sarah Hennessy

Irene Hernandez-Gaona

Sara Hilany

Allen Hu

Gufeng Huang

Julia Isman

Erika Jaquez

Moonnyung Jo

Adam Johansen

Souraya Jureidini

Cynthia Kamata-Banks

Zarrin Karimi

Ta Suranart Kasitipradit

Anastasia Khadivi

Peggy S. Khammanotham

Jiwon Kim

Minhae Kim

Sarah Kim

Soyeon (Chloe) Kim

Soyeon Kim

Esther Klingbiel

Rose Kramer

Clare Lagomarsino

Julia Lassen

Chloe Lee

Jahyun Lee

Nicole Lee

Ye Eun Alison Lee

Leqi Liang

Chia Ying Lin

Chih-Yi Lin

Eric Lish

Clarissa Losciale

Eileen Lu

Cobey Lusinger

Maria Magnani

Miguel Marcos

Gaebrielle McIntosh

Sarah McNutt

Mitali Mehta

Vincent Merle

Mitali Nopany

Eugene Ong Bang Jun

Diana Pak

Seongjin Park

Holly Parkin

Annika Phillips

Olimpia Pignatti-Morano

Marie Poncin

Jin Qian

Jack Rieger

Kenisha Bijoux Rullan

Joshua Ryan

Bushra Sarker

Amy Schultz

Nico Siy

Leah Slava

Demi Isabela Straulino

Anisha Subberwal

Erica Tagliarino

Cristina Cepeda Thielmann

Elisa Tordjmann

Kyle Tranquilli

Yasemin Varlik

Varun Vig

Diana Vivar

Abby Wang

Yifei Wang

Yuqi Wang

Coco Wohrle

Angela Yang

Stella Yen

Tiffany Ying

Ingrid Yiu

Kyle Yu

Celestine Yuan

Seoyoung Yun

Maria Zabolotnaya

Amanda Zaldivar

Yinglin Zeng

Junhao Zhang

Limber Lingya Zhang

Haitong Zheng

Karolina Zuchowski