In this Heineken commercial, we were shown how the media attempts to play on gender stereotypes. The commercial starts off with a woman showing her girlfriends an impressive walk-in closet, filled with all different kinds of apparel. Her friends, amazed and happy for her, break out in an excited squeal. Their celebration comes to a stuttering halt when they hear shouting in the distance. The main male figure in this commercial, possibly the main female's husband, decides to show his friends his own amazing hide-away. The screen shoots from a vision of the confused women, to one of a group of men screaming like it was their first Christmas.
The men were yelping and jumping like their women counterparts when they discovered the walk-in fridge. This wasn't any fridge, however. It was a beer fridge, filled wall-to-wall with Heineken. By having only men visit the beer fridge and only women visit the walk-in closet, Heineken uses gender stereotypes to target the commercial mainly towards men. Even though many women would be happy to take the fridge over the closet, it is the stereotype of women going crazy over shoes and shopping that Heineken uses to compare how much men like beer. While shopping is considered a more feminine hobby, drinking beer is thought to be a more 'manly' act.
The summary in the first paragraph aids all of the analysis in the second paragraph. The stereotype analysis is the basis of this whole commercial and it is revealed not only deftly but with verbiage galore
ReplyDeleteI think this is a very good piece. It has great ideas and even if i didn't see the commercial, I would know enough about it to understand what she is saying.
ReplyDeleteDeeba likes the slick production - word choices -- and the choice of simile: "like Christmas."
ReplyDeleteJeremy likes the description - especially the verb choices -- stuttering, yelping, jumping, squealing,
He made the same inference about the possible couple -- house warming?
Jonel likes the use of stereotypes -- women writers talk about stereotypes; they can see them really clearly in this ad. Her argument is really cogent.
Dayna says it's pretty good.
Amanda likes the voice of the piece -- how she describes - reference to first Christmas -- adds flavor