The world of advertising has made an interesting shift from how products accentuate their attributes (taste and flavor) to what products can do to improve your life. Advertising for products that have been around for a period of time has not only created campaigns, but also a culture associated with their product. The culture that is surrounded by advertisements has been made to interpellate the viewer into becoming the ideal person that the producers want you to be. When a person becomes the "ideal" consumer it looks something like a fan. Davisson and Booth define some of the common images of a fan are, "These common images of fans, people who have developed a relationship with an artifact of popular culture, illustrate what can be termed a fanatic, or one who expresses a fanatical devotion to that relationship or to an artifact (33)." The culture that has been and is created by the media is modeled after hegemonic culture. Margaret Duffy describes in Gender and Utopia in Advertising how "[...] advertising is a bellwether of cultural trends, a mirror of social values, and a powerful, usually malevolent forces that shapes those values" (Manca, 5). Today images that mirror our culture have us mimicking those images back creating an endless cycle. We determine what goes in to the media just like they tell us what makes society's hegemonic culture. Whiskey has stuck to similar core values throughout its existence. It is smooth, not for the faint of heart, and in my experience through the consumption of this beverage it can singlehandedly improve your image.