The advertisement shows an example of a linear communication model. The encoder and decoder are Heineken and its advertisement viewers respectively. The channels used are the internet and any other visual mass media. The social constructionist and to a certain extent cultural studies perspectives of communication are expressed in the advertisement. I believe our society has shaped us to think that females should express their emotions in this manner when they see a walk-in closet that is filled with mirrors and clothing, accessories etc. It is likened to how we generalize males love beer. The cognitive customs and our cultural traditions compels us to process information this way and we would not be able to break out of it unless we are exposed to different beliefs or values. It has also affected the way we construct our specific gender role in society, taking the advertisement as an example, how women seek superficial material satisfaction and also how men are inclined to alcohol consumption as a form of recreation. These answer the aspect of the social constructionist perspective. The ‘pop culture’ that people of the present are subjected to play a part in molding today’s minds. From teenage soap operas, television series to magazines, they promote influential cultural systems that configure our modern day society.
In my opinion, I feel that the advertisement is making fun of the way women express themselves by making use of men enacting the same response. They are also trying to say that their product can be put on the same level as how for example, branded material comforts appeal to women. Lastly, they emphasize the value of the product by putting it in a ‘walk-in’ compartment which the people in the advertisement held in high regard.
indeed, this video, although biased, clearly shows the phenomenon of the general behaviours of the two different genders. the video is innovative and appealing to the senses. though brief, the video leaves a lot of room for opinions and one has to really spend the time to evaluate the video in order to capture the gist of the video. the video, although simple, may cause the uproar of people who emphasise on womens' rights. it shows how media itself, is able to influence and affect the emotions without having to be too direct and straightforward. great post out there!
ReplyDeletethis commercial shows the stereotype of women and makes fun of them by making the men act like women. feminist would probably protest this commercial and fight to ban this video as they perceive it as sexist. my friends and i would probably just laugh as we see it as a joke because of the verbal similarity between the two sexes (the excited scream).
ReplyDeleteAh! I've seen the ad online before and I thought it was pretty humorous especially when the men screamed when they walked into the 'Heineken closet'. I think its quite a good way to get viewers' attention. But at the same time, the ad is stereotying women as having fantasies of material things like walk-in closets and it may then spark some arguments when feminists view it as offending. Nevertheless, I think it is all in good fun so people should enjoy it too!
ReplyDeleteto RebUt and DEbATE, yes you are right, this to feminist proponents will seem condescending and this particular advertisement may not even be broadcasted in societies with strong female activist groups. Yes, media is an influential channel. Comment and compliment earnestly appreciated.
ReplyDeleteTo ida, I believe the commercial somehow depicts women as the lesser of the two genders (no offense) and the men are being used to mock the actions/the way they act, which you have stated also. Of course, it is highly unlikely that the advertisement was created to insult women so it is more of the humor factor that should be appreciated.
ReplyDeleteTo Olivia, like Ida, you have raised issues regarding how feminists would treat this as disrespectful. At the end of the day like you said, people should just sit back and enjoy the advertisement.
ReplyDeleteMales treasure beer while ladies love fashion. Though it is a generalization, but it serves the purpose well. The intended message was brought across very clearly. There is a display of diamonds and jewellery on the centre display table which can be inferred that the diamonds and jewellery are welll treasured. The same can be said about the bottles of beer that are placed on the same centre display table.
ReplyDeleteThe media definitely has the power to influence and humor the masses. Good advertising I would say.
Humor is considered a prominent tool and it is the key ingredient in an advertisement that wants attention. This video also shows how we have unknowingly form constructs of how both genders should behave. The media has shaped us into thinking that what we see is humor and if most cultures are not what they are today, many would not be able to comprehend the expression and comparison shown.
ReplyDeletein my opinion, the video is rather sarcastic, and that's the very element that attract people's interest.
ReplyDeleteTo fs29, sarcasm creates humor, which then captures audiences attention and thus, making this a successful advertisement.
ReplyDeleteHAHA funny add. I think because the advertisement was humorous it was able to attract the audience attention in a stronger way. Yes, it is stereotyping women but at the same time men in that case. It shows the difference in preferences that vary in both genders i.e. women fancy clothes etc while men on the other hand appreciate beer more. As some have said above that their mocking women by the mere fact of them screaming in excitement, I don't believe that only women scream when they get excited! I know of many of my guy friends who go berserk when they achieve things as well ! LOL jk! Nice Article!
ReplyDeleteTo cynera
ReplyDeleteWell somehow it is implicitly interpreting how the world is accepting overlapping behaviors like for example, how men can act like women without being ridiculed. As you mentioned correctly, it is stereotyping both genders in this case.