Text Analysis: Heinekens Superbowl Advert - Assignment Example

College: Text analysis Gender differences are aspects that have been there for a long time. There are diverse things whichcome into an individual’s mind when one thinks of men and women. For instance, men are always depicted as stronger than women and that men are more attracted to sports while women like shopping. All of these differences are present in the Heineken’s Superbowl advert, “Walk-in Fridge”. The funny commercial shows adults at a friend’s party in a house which seems new and apparently they have just moved in. The lady of the house escorts her girlfriends into the luxurious walk-in which has numerous and plethora handbags, pairs of shoes and clothe. Immediately, the ladies start freaking out and shouting because of the mere sight of these things. However, a second later, there are similar shouts that come from the man’s walk in fridge. When they go to see why the men behaved in an excited manner, they see a walk in fridge that is filled with Heineken beer, thus the advert. The commercial does not only create personas, but also uses humor, as well as, compelling rhetorical structure, which is displayed at a pertinent place and time and in order to persuade a vast audience into buying and drinking Heineken beer. Without providing a lot of details about the commercial, it is evident that there is effective use of humor that appeals to a wide array of beer consuming audience (Goldammer 32-33). The paper will analyze the advert by using pathos which eludes emotion in the audience, ethos because of establishing credibility, as well as, logos depicted as reasoning for the commercial. Pathos in this advert is clearly depicted by emotion. The commercial utilizes emotions and humor in order to appeal to the target audience. This is clear towards the end of the ad where the men are emotional when they see the walk-in fridge full of Heineken beers. On the other hand the women are also emotional when they get into the walk-in closet which is full of shoes and clothes. The advert has a strong appeal to the audience, because it evokes a need for the viewers to go and have a cold Heineken with their friends. The advert also depicts male bonding because when the male owner of the house opens the closet and instead of beer the men sees beer, some of the friends cry while others show irresistible emotions when they scream. This is another brilliant angle of selling Heineken beer (Goldammer 39-40). Lagos is largely used in the advert. This is because of the fact that the commercial’s exigence is simply selling Heineken beer in order to so make profit. Therefore, the organization scrutinized the target audience. A very large number of men drink beer as their preferred drink and this avert is played at a very relevant time for Heineken’s audience since it broadcasted all through the 2010 Superbowl. This highlights one of the commonest gender differences that men are more interested in football than women. Heineken demonstrate that in the advert and that is why the company tries its best to air the commercial at this time when many men have the chance to view it. This means that the target market is thee men and in this case rich men. The walk in fridge shows that the people who drink Heineken are wealthy and they can afford to have such a fridge in their house. Additionally, the commercials relevant timing is boosted by having a significant place. The ad is located in a home and this strikes familiarity with the target audience or the viewers. This is because; traditionally, numerous individuals hosted Superbowl parties with family and friends while drinking beer and enjoying the game. Seeing the same scenario in this commercial creates a shared enterprise with the viewers. This is imperative since, it eliminates commercial barrier, as well as, makes viewers more willing to buy the product. Creatively beer is usually associated with football in America and this proves that the timing of the commercial is relevant and good to the target market. This is the logos of the advert and the relevant place and time contributes extensively to the accomplishment of this commercial. The factors in this commercial appeal to reason and logic in a variety of ways (Goldammer 50-51). The Heineken commercial has not only appealed to its customers, but there is creation of character personas. In this case the two personas that have been created in the advert are “man” and “woman”. As noted before, the Heineken commercial is based on gender difference. These personas are therefore created the ladies are taken into the walk in closet and immediately get captivated by stilettos, clothes, and purses. This is one of the most common gender stereotype since women are mostly associated with wardrobes and shopping and despite the fact that not all women are interested in the same things. On the other hand, the other persona that has been created is that of men. It is evident that the men are equally fascinated by the countless beer in the walk in fridge. The personas contribute highly to the logos that the ad provides, which is the fact that it attempts to make rational suggestion, under the supposition that the gender differences are true. This means that men are as cheerful as women in brand closet that is full of Heineken beer and that women are overjoyed with a closet full of clothes and shoes. This endorses the argument as relevant to the target audiences of men and women, thus appealing to even bigger crowd. The personas that have been created in the commercial act as the methodical process of logical reasoning since they go along with the audience’s ordinary values and beliefs. Despite the fact that we are in a changed generation when it comes to social mobility for individuals opposing gender stereotypes, numerous people still maintain such stereotype parameters (Sloshed n.pg). Therefore, the ideology of men’s’ and women’s’ persona is able to reach many homes with numerous viewers. The personas mentioned appeal highly to logos, as well as, act as a platform for achieving the principal purpose of the commercial which is to sell Heineken beer (Goldammer 55-57). The other major rhetorical approach that has been used in this commercial is the ethos. The commercial builds a lot of credibility by utilizing its own name, “Heineken”. This is a Dutch imported beer which is known for its breathtaking taste. This beer has existed from 1873 up to now and it remains one the most trendy alcohol beverage among people who drink beer. This is depicted well in the advert when the men see the cold bottles lighted with Heineken logos. This means that they are aware of the fact that they are will be getting one of the most quality beers compared to the usual brown bottled beer. The humor and structure of the commercial is employed to achieve the principal goal of making ensuring that Heineken is appealing to the target audience. Humor is always an extremely efficient means of rhetoric since it makes adverts to resonate with the audience. In such a case, it is usually during the Superbowl season when all commercials are scrutinized and discussed. Therefore, it is clear that in this advert, humor boosts the selling point of the beer. In some cases, the commercial can be extremely funny and this can render the advert ineffective. The way this advert has incorporated the humor is subtle and extremely efficient, since harmless stereotypes are basically funny to everybody. Additionally, the structure of this ad complements the humor depicted (Sloshed n.pg). This is shown when in the middle of the excitement and funny scene where women are screaming for seeing shoes and handbags they are quieted when they hear a respective scream by men on the other room. This is the important moment in the advert which causes the audience to pause and enhance their emphasis on what might take place next. The screaming of the men about Heineken, ties the whole structure of this ad together. This makes the commercial even funnier because it leaves a lasting impression to the target audience making it effective. By utilizing all the three rhetorical approaches that is Pathos, logos and ethos, the commercial attains it principal goal which is to get the viewers to purchase Heineken beer. This is a fact that can be proven because, based on Heineken’s annual report (Heineken 34), the sales were reported to have risen by approximately twenty three percent in the U.S during the year when this advert was aired. Therefore, the organization made the right call in airing this commercial since there was an increase in sales brought about by the strategy employed by the company. It is also easy to prove the efficiency of the advert because the YouTube video has been viewed 5,667,956 times (Heineken 36). It is therefore, evident that the commercial was not only successful television screen, but also resonated with the audience and decided to use the internet to further get satisfied and humored by the advert. In conclusion, it is imperative to note that all the evidence stated in the discussion above enhance the rhetorical approaches in the “Walk-in Closet” Heineken advert. These approaches were successful in making the target audience go out and purchase Heineken. Additionally, the commercial was timed at a time when men are predominantly. Moreover, the inclusion of the commercial in a home setting further enhanced the success of this commercial. Further, the main theme used of difference between men and women reinforced the general values and beliefs of the audience encouraging them to take Heineken. Lastly, the humor and structure in the ad complements each other placing an emphasis on Heineken. This is one of the major reasons that make the advert continue to with the audience. By combining all the rhetorical approaches, the commercial became extremely successful as indicated by the increment in sales during the year when this advert was aired. Works Cited Goldammer, Ted. U.S. Beer Industry Beer Demographics. The Brewers Handbook: The Complete Book to Brewing Beer. Clifton, VA: Apex. 2008. Print. Heineken. Annual Report 2010. Web. 24 Feb. 2014. Sloshed, Chris. "The Year in Beer: Beer Drinking in America by Volume. 2013. Web. 24 Feb. 2014. 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