Heineken has a commercial where a German woman shows her friends her house. She opens up a door and all of her friends scream with glee at the sight of her walk-in closet filled with clothing. In this same commercial, a man who lives in the same house shows his walk-in closet to his friends. It’s a room full of beer, but not just any beer, it’s Heineken. The man’s friends scream the exact same way that the woman’s friends scream. One thing that bothered me was that the man had beer and the woman had clothes. I can see that the audience that Heineken is trying to reach would be men. The commercial was played during the Super Bowl which backs up the fact that it was made for guys to watch. This commercial stereotypes males and females. It tells us that men should drink beer and be manly while women should care about clothing and the way that they look.
Why doesn’t the woman have a closet full of beer? Why do the men get to drink alcohol while the women shop for clothes? Heineken’s commercial was made for the male audience, but they could have included females also. They are going along with the stereotypes of society. They want to show that a room full of their product is like a room full of nice clothes. They are saying that if you have Heineken, you are living a life of luxury. Heineken thinks that men are mostly watching their commercial and that is the reason it is focused more towards them. Heineken can still make a successful commercial without downgrading men and women by using stereotypes.
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