In the Ad for the famous beer Heineken, a seemingly young couple are showing off their new apartment filled to what appears to be their friends. A young woman brings her friends to her brand new walk-in closet where they all jump for joy and excitement. They appear to be puzzled when they hear a group of guys screaming for joy as well. When the camera shows what they are doing, the men are ecstatic about a walk in beer fridge.
This commercial speaks volumes about society. The use of stereotyping is very evident in the sense that they make women seem shallow about clothes, but they make men seem excited over beer. It draws the obvious question which is why can’t the women be excited about the beer and why can’t the men be excited about clothes? When did our society decide that this is the way men and women should act and what we should like? This commercial is the perfect example of how the media dictates how we should act in order to be accepted into our society. Even when the men emulate the screams and hand gestures as the women, we know we are supposed to laugh. Why can’t it be ok that a man gets excited and acts like that without us laughing?
This seemingly harmless commercial is actually everything that’s wrong with society wrapped up in one 60 second mess. It is 2011, not 1952. It is time to drop the stereotypes and get a little innovative with our commercials.
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