In the Heineken commercial a guy walks into a party and is
immediately greeted by the people especially people that would be considered
members of high society. He passes up a martini for a Heineken and as he walks
around he makes the people laugh and gets along with everyone. Paparazzi are
snapping pictures, the ladies love him and he can basically do it all. It is all
because he drinks Heineken and nothing else. The subject here is the guy that
drinks the Heineken and the object is the beer. It can be read that because of
the beer the guy has a life that one would envy according to our culture. This
tells people that by drinking Heineken you too will be well liked and talented
at everything you do from athletics to music. This sign gives us an indication
of what is “right” or “cool” in our society and pushes the notion forward
through the beer commercial. Therefore a person that is trying to achieve all
that is considered correct in our culture will buy the beer because they see
that that is what it does. It is difficult to tell if it is the public that
sets the standard and the beer commercial just adds gas to the flames or if
it’s the other way around but both things definitely play off of each other to
set a cultural standard. I think it’s pretty pathetic though to think that
people would actually believe something like this and attempt to live their
lives as they see it in an ad.
Here's the link: Heineken on YouTube
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