Most ads for American beer are based on humor or scantily-clad women.  Imported beers, however, seem to follow the hard-liquor model of advertisements, emphasizing the kind of person who drinks their beer:

Hennessy’s ‘Flaunt’ campaign (aired primarily on Jon Stewart’s ‘Daily Show’) is typical of aspirational luxury character ads. Part 2:

Hennessy’s ‘Flaunt’ campaign (aired primarily on Jon Stewart’s ‘Daily Show’) is typical of aspirational luxury character ads. Part 1:

When ads for hard liquor reappeared on American TV in 2002, they immediately started with the kind of character appeal ads typical of other expensive, discretionary goods. Jack Daniels was no exception:

A twist on the classic formula of scantly-clad women draping themselves over automobiles, from Chevy, Superbowl 2007

Dodge, following the lead of the other American car companies, sells family unity:

Starting in 2009 / 2010, Ford ran a series of ads appealing to fathers. This is one of the first

From 2004, a commercial for the Porsche Cayenne Turbo, appealing to the commodity fetishist:

From about 2007 – Saturn introduced its new models, including this Minivan, with appeal to fathers:

Atmospheric identity ad that reflects the 2001 movie ‘Moulin Rouge‘