As Freeman and Merskin state, “…commercials center on a lonely, sexualized woman doing something seductive while also eating a hamburger, the meat of both humans and nonhumans become objects of cameras implied a heterosexual gaze” (470). In other words, Freeman and Merskin oppose using women to make a commercial more interesting in order to attract more customers, especially male ones. Indeed, this is the role of women in the Tui commercial. The women are on the sidewalk making seductive gestures that attract the protagonist's attention, these "temptations" are what he must overcome to achieve his goal, he thinks about the beer he will get and this helps him keep away from distractions. This is the message the media is bringing into our homes: women are nothing more than beautiful objects who need to look good. Furthermore, women are not always present in commercials; according to Freeman and Merskin, “…occasionally women enter the story, typically as decorative objects or as a symbolic 'other woman'” (461). When women enter the scene, they represent a concept of beauty; makeup, provocative clothes, a voluptuous body and silent attitudes are the characteristics that show the public how she is the perfect woman. Several women appear in Tui's commercial; however they play no major role, their performances lasting just five