The Ad Stereotype: Blaming Heineken through Post-Pepsi Eyes.
ON April 20th, 2017 Heineken Released a non-broadcasted commercial entitled “Worlds Apart”. Its criticism was a response to another commercial released by Pepsi Co. “Live for Now Moments” Starring Kendall Jenner on April 4th, 2017, which was scrutinized for its “Tone-Deaf Protest” and being unethical view, reflecting and representing current social movements (Variety). Heineken’s commercial was either seen as informative or within in the same unethical performance as Pepsi Co. After exclusively examining Heineken’s commercial: examining the facts, valuing honesty and open-mindedness as a lead to equality and inner harmony, Aristotle’s Mean, and through this application of Ralph B. Potter’s Potter Box, I have evaluated the commercial as …show more content…
Heineken states on their website regarding the social experiment, “Will they probe there’s more that unites us than divides us?” (Heineken “Open Your World”). The Human Library, is a non-profit organization, designed to challenge stereotypes. Head of Heineken Marketing, Cindy Tervoort, expresses “Open Your World is the first-time Heineken has launched a campaign of this nature in the UK. Joining forces with The Human Library” (Heineken “Heineken unveils”). The Human Library’s puts on live events encouraging people, “Don’t Judge a Book By its Cover” (Humanlibrary.org). The “book” is a representation of a real human representing a specific stereotype and the audience or “readers” get to hear and learn about their stories. Heineken will be using The Human Library’s live component to link strangers to these “human-books” that they are currently showing. For Heineken’s campaign, through conversation, and over a beer at a Heineken Pub complete strangers can talk about these stereotypes, and real life
ON April 20th, 2017 Heineken Released a non-broadcasted commercial entitled “Worlds Apart”. Its criticism was a response to another commercial released by Pepsi Co. “Live for Now Moments” Starring Kendall Jenner on April 4th, 2017, which was scrutinized for its “Tone-Deaf Protest” and being unethical view, reflecting and representing current social movements (Variety). Heineken’s commercial was either seen as informative or within in the same unethical performance as Pepsi Co. After exclusively examining Heineken’s commercial: examining the facts, valuing honesty and open-mindedness as a lead to equality and inner harmony, Aristotle’s Mean, and through this application of Ralph B. Potter’s Potter Box, I have evaluated the commercial as …show more content…
Heineken states on their website regarding the social experiment, “Will they probe there’s more that unites us than divides us?” (Heineken “Open Your World”). The Human Library, is a non-profit organization, designed to challenge stereotypes. Head of Heineken Marketing, Cindy Tervoort, expresses “Open Your World is the first-time Heineken has launched a campaign of this nature in the UK. Joining forces with The Human Library” (Heineken “Heineken unveils”). The Human Library’s puts on live events encouraging people, “Don’t Judge a Book By its Cover” (Humanlibrary.org). The “book” is a representation of a real human representing a specific stereotype and the audience or “readers” get to hear and learn about their stories. Heineken will be using The Human Library’s live component to link strangers to these “human-books” that they are currently showing. For Heineken’s campaign, through conversation, and over a beer at a Heineken Pub complete strangers can talk about these stereotypes, and real life