There are many subtle messages in this Heineken advertisement. The most obvious is perhaps the psychoanalytic dynamic of it for many sexual indicated reasons.
The two bottles appear as if they are upside down legs and bottom of a female walking. This is clear due to the frame of the photograph since only the rounded part and some of the top of the bottle are shown in addition to having two bottles to symbolize a female’s bottom and legs. This is also compatible with the saying “bottoms up” during drinking alcoholic beverages.
This has a sexual innuendo where the bottom of the bottle is up when drinking however it can also mean a woman’s bottom is up. This linkage can be made to this bottle since it conveys a female’s bottom and an alcoholic beverage. Also, since the woman seems to be upside down it can indicate a stripper since usually strippers are usually minimally clothed often revealing their bottoms and also viewed at an upside down perspective when they are pole dancing.
Firstly the design of the advertisement indicated motion because one of the bottles is slanted making it appear as if the two bottles are upside down female legs walking or dancing.
Secondly the only test available is the label of the beer itself. The text within the label includes “imported from Holland”. This is vital because Holland is usually stereotyped as a place people go to see (or pay) strippers and prostitutes since it is legal in that country where the two bottles portray a stripper.
Thirdly the blank space behind the image itself on the advertisement creates focus on the two bottles rather than having text or images around them which can distract from the main message. Additionally there is no need for any other indicators in the background to understand the message since it is clear.
Fourthly the camera angle of the advertisement is eye-level and a close up shot which portrays realism of for example a lap dance where the bottom of a stripper would be usually aligned at eye level of the client and close to their face making it a close up view.
Fifthly the lighting in the advertisement is utilized in a way to make the lower part portraying a woman’s bottom round; this is done by shedding the light on the lower part meanwhile shadows appearing on other aspects. This sets a stripper club mood where there is darkness with minimal light shed on strippers creating shadows as well.
Sixth, the green color is prominent in the foreground and the background. The color green has many connotations in this context. First the color green can indicate a “green light” to being with a woman after drinking Heineken since she is likely to be drunk and therefore more easily persuaded to get with sexually. Green light as in she is willing to b with in a sexual manner. Therefore the message being sent is buy Heineken to get the woman you want.
Also it can be linked to the Irish celebration of Saint Patrick’s Day since the color green is included in drinks, clothes and decorations. Alcohol is also widely consumed so an association can be made between Heineken and Saint Patrick’s Day.
Seventh, there is no literal character in the advertisement; however the symbolic character can be a stripper or a woman in general that a man wants.
Eighth, the action in the advertisement is one of the bottles being slanted, however the figurative action is a stripper dancing or a woman walking.
Ninth, there are subtitle and clear symbols and signs. The two bottles together create a clear sign of a woman’s bottom and upper thighs. Also the green color has many symbols as mentioned above. The red color also plays a role since it attracts attention. It is used for the star which symbolizes leadership when dark. It is also used to draw attention to the word imported
This brings us to the tenth point which is the choice of words to indicate clearly that it is imported from Holland that is associated with alcohol and strippers to make heterosexual men want to buy the drink to attain women.
The font of the word “Heineken” is slightly handwriting like due to its curves rather than formal and with sharp edges. This makes it more friendly and inviting therefore more appealing to share with friends.
The theme as mentioned earlier is a dark place with some light such as a strip club and the product advertised is obviously the beer, Heineken. The values reflected are that buying this beer will lead to attaining females due to the background information displayed which has been stated.
Overall this advertisement is extremely simple with no text or images apart from the product itself. However it is presented in a way with the elements pointed out which sends many messages in the psychoanalytic dimension of analysis.
Media and Society 