Territory: Beer advertisements. Object: Carlsberg advertisements. Aim: The aim of my personal project is to show the changing attitudes and social values of the early 20th century society as opposed to our contemporary society. I have decided to show this using the marketing of beer. I also intend to point out how these represent the introduction of “Lad Culture” which became apparent in British society during the 1990’s along with ‘lads’ magazines such as maxim, FHM and Loaded as well as TV shows such as ‘men behaving badly’. It also shows a distinct change in attitude towards the consumption of alcohol in general; the development of the binge drinking culture that is so prevalent in today’s youthful society. I also believe these adverts show a distinct decline in the strong family values that we saw in the first half of the 20th century. I will thus talk about Hegel’s view of family values and compare them to that of a lesser known modern philosopher, David Cooper’s, works called ‘The death of Family’.