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Heineken reclame

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This is a strong image particularly because in this case the woman is objectified, literally, as a personification of Heineken. The bikini bottom she is sporting advertises the label of the beer, showing that she is no longer a person, she is simply a representation of the alcohol. It is also important to note that her face is not shown. In fact, nothing but her rear and legs are shown in this picture- typically the only assets that men care about anyways. On the small of her back is a tattoo or “tramp stamp” as it is referred to in the popular media. In placing this provocative tattoo in that particular area, it further denotes the woman’s credibility to be taken seriously as a person since she is so willingly submitting to this trend which is stereotypically followed by women with fewer morals. Notice that the man is clinging to her leg, not because she, as a person, is of any importance to him, but because she is a symbol of alcohol, which is something that men will more readily embrace. In the advertisement, the man’s name is said to be Ken, which is the name of the doll that children play with who is paired with Barbie, the overly perfect idea of a woman that many women today try to portray. Perhaps in naming this man Ken, despite the fact that that name is in the last three letters of “Heineken,” the ad is also making connections to the woman he is holding and calling her “Barbie,” the fake, plastic, unrealistic expectation of a woman (http://alcoholadsgonewild.tumblr.com/).

Bijzonder in deze kritische tekst is dat het op mij overkomt dat men niet doorziet, ondanks dat ze toch in de buurt zitten met:"despite the fact that that name is in the last three letters of “Heineken,”", Heineken wordt vaak 'liefkozend' afgekort tot Heiny, oftewel 'achterwerk'.

heiny
1. childish euphimism for buttocks
Possibly from the German word "hinder" (to prevent) as in prevent ass kickings; cover your hinder.
2. an overpriced beer from Holland
Your skid marks and itchy butt don't just happen kids. You need to wipe better. Don't wipe your heiny with your underpants!
Hey dere, why are you drinking Heiny? Doncha know that the best beers in the world are made made in a Merica?
door Mandingoh 29 november 2004
(http://nl.urbandictionary.com/define.php?term=heiny)

About HEINEKEN
HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a powerful portfolio of more than 250 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets.  We employ 81,000 people and operate more than 160 breweries in 70 countries.  Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS.
HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (HEINY) and Heineken Holding N.V. (HKHHY). Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com and follow us via @HEINEKENCorp (http://finance.yahoo.com/news/heineken-takes-worlds-first-selfie-140000500.html).

Mij lijkt de reclame dan wel vrouwonvriendelijk, maar wel logisch achterwerk + Ken is bier, oftewel:

Heiny + Ken = Heineken...

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