In this short commercial presented by Heineken, we observed two different versions of mens and womens "fantasy" closets. It is lead to believe that women in our society are more concerned with clothing, shoes and cosmetics than men. For the most part this is true, Women put on makeup in the mornings and have a natural expectation to "get ready" everyday. Since, the same clothing can't be worn over and over again, the more shoes and clothing a women possesses the better off they feel. For the case of men in our society, they are more looked at as the gender who does not put in as much "effort". They don't spend the same amount of time on getting dressed, doing their hair or putting on makeup that women do in the mornings. It is the same way that men are known for doing more physically demanding jobs around the house and women do the less physical jobs. For men, it is a silent, yet reassuring way to their strength and their dominance. They are stereotyped to be more masculine if they put in less effort in their looks and do more "manly" things, such as drink beer.
When people drink, they hardly ever question why men prefer beer. Maybe because people say it's not as sweet and sugary as other drinks and it is much harder to drink. The fruity, sugar-filled colorful drinks are typically viewed more as girly drinks. Men like to drink more masculine drinks around girls and it makes them feel it's more gender-appropriate. It's not a question of preference, because there are many girls who do prefer beer but they don't advertise their love for it as much as men. Hence, the men fell in love the beer-filled fridge the moment the door swung open. Heineken plucked out their target audience perfectly in this commercial.
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