The commercial this post refers to can be found here.
If the dream, as presented in this Heineken commercial, of women is a walk-in closet, full of jewelry, shoes and clothes, a parallel is immediately found in the “dream” of men, as presented in this commercial, being a walk-in fridge filled with Heineken.
The Heineken commercial portrays a group of women screaming and generally acting quite excited over a walk-in closet, while a group of men is quite excited over a walk-in fridge of Heineken. One must question, however, why only men get excited over Heineken in this commercial; why don’t women as well? Although Heineken sells to a particular audience, namely ESPN, one might say Heineken could be seen as less desirable if both men and women get excited over it. Upon questioning this, one can see this line of questioning going deeper and well beyond a Heineken commercial. What does stereotyping the beer to a man’s dream say about the society as a whole? It highlights the societal and cultural construction of gender roles, and the association of masculinity and femininity with particular gender roles. It has been established throughout history that femininity is less desirable than masculinity, and as such, one may be considered “less of a man” for possessing feminine qualities. This relation goes so deep that even portraying women getting excited over Heineken as well as men associates femininity with men, making the product (Heineken) less desirable to the aimed audience (men).
The Heineken commercial portrays a group of women screaming and generally acting quite excited over a walk-in closet, while a group of men is quite excited over a walk-in fridge of Heineken. One must question, however, why only men get excited over Heineken in this commercial; why don’t women as well? Although Heineken sells to a particular audience, namely ESPN, one might say Heineken could be seen as less desirable if both men and women get excited over it. Upon questioning this, one can see this line of questioning going deeper and well beyond a Heineken commercial. What does stereotyping the beer to a man’s dream say about the society as a whole? It highlights the societal and cultural construction of gender roles, and the association of masculinity and femininity with particular gender roles. It has been established throughout history that femininity is less desirable than masculinity, and as such, one may be considered “less of a man” for possessing feminine qualities. This relation goes so deep that even portraying women getting excited over Heineken as well as men associates femininity with men, making the product (Heineken) less desirable to the aimed audience (men).
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