Analysis of a Heineken advertisement

Résumé du document

This is a video commercial made by the Dutch brewer Heineken. The commercial begins at a house party, which is probably a house warming party hosted by a couple. The lady shows her friends around and suddenly walks through the master bedroom and into a gigantic walk-in-closet. Her four friends get really excited and everybody starts to scream.

Abruptly the screaming ladies are interrupted and calmed down by a noise from another part of the apartment. The camera now shows the man of the house and his friends who just walk into an enormous fridge. It is a walk-in-fridge full of green, ice-cold Heineken bottles – and they scream even louder than the women.

Based on the actors this ad is mainly targeted towards males, who are either adults or young adults. The participants in this commercial behave and look like they are in their late 20's or mid-30's, though the party atmosphere can be targeted towards both men and women, who are allowed to drink. Furthermore, there are a bunch of specific targets groups, who are included in the party section. Football supporters, travelers and tourists, students, restaurant and bar staff, and musicians are some of them. Heineken is a global company and the target group is colossal, as it includes all kinds of people.