I am sure many of you have seen this advertisement by Heineken on local channels lately. This advertisement is a very good example of high context culture. High context culture focus on information preprogrammed in the receiver and setting and does not place importance on the transmitted message. In this advert, there is no straightforward messages about the product itself. The beginning of the advertisement shows a group of women walking into a walk in wardrobe and them screaming and shouting while admiring the wardrobe full of clothes and shoes. Halfway through, shouts can be heard from another room and the camera is then focused on the men in a walk in wardrobe, only that this time it is completely filled with bottles of Heineken instead of clothes and shoes. The men are seen screaming with joy- just like how the women reacted to the clothes and shoes. The advertisement is trying to subtly transmit the message that Heineken is important to men like how shoes, clothes and accessories are important to women.
Such high context advertisement would also require the audience to interpret the meaning themselves. Personally, I enjoy watching such advertisements as they are very interesting and because the nature of the advertisement is not straightforward, it would depend on how I interpret the advertisement itself. Usually the advertisements would be humorous or has some added 'oomph' factor to try to gather viewer's attention. In contrast, low context advertisement would not have such added factors. They would only consist of the main messages they want to transmit to the audience and thats about it. To impress viewers and target audience, I feel that advertisements are very important as they have to make a lasting impression on them.
That being said, I realised that Heineken has came up with many humorous advertisements which included stars like Jennifer Aniston. All in all, I feel that Heineken advertisements are definitely successful as they have the X Factor and the adverts are also memorable. Now, anyone up for a glass of Heineken?
"In this advert, there is no straightforward messages about the product itself." huh?? isnt non verbal communication quite strong here showing the guys excitement about all the beer? AHHHHHHH!!!!
i think what she meant about no straightforward messages is that they don't utilize the classic approach to advertising.. like hard facts about the beer and what makes up the product.
Yea, she is trying to say that this advertisement displays the consumers' love for the product instead of stating details and facts of it. I agree with the advertisement's way of advertising as it is very convincing and I would be more likely to buy the product. I would more likely to buy the product (in this case, beer) after watching this advert as to after watching one which showed more details / information of the product itself.
This advertisment has protrayed an interesting and exciting way to attract consumers and it is really creative. I would say I agree that Heineken is the best beer in the world.
Heineken has always been coming up with witty and effective advertisements. They have shown to invest heavily in their advertisements. Also, these commercials are broadcasted on a global level and manage a high recall rate. The particular advertisements mentioned are good because it communicates using humour and intellect with very limited words.
Heineken's advertisements have never failed to capture my attention at first sight. With their humorous and intelligent ways of putting across the message in every advertisement, which led to a higher viewing rate, shows the worth of the effort put in and also the worth of viewers to purchase their product.
"In this advert, there is no straightforward messages about the product itself." huh?? isnt non verbal communication quite strong here showing the guys excitement about all the beer?
ReplyDeleteAHHHHHHH!!!!
i think what she meant about no straightforward messages is that they don't utilize the classic approach to advertising.. like hard facts about the beer and what makes up the product.
ReplyDeleteYea, she is trying to say that this advertisement displays the consumers' love for the product instead of stating details and facts of it. I agree with the advertisement's way of advertising as it is very convincing and I would be more likely to buy the product. I would more likely to buy the product (in this case, beer) after watching this advert as to after watching one which showed more details / information of the product itself.
ReplyDeleteThis advertisment has protrayed an interesting and exciting way to attract consumers and it is really creative. I would say I agree that Heineken is the best beer in the world.
ReplyDeleteHeineken has always been coming up with witty and effective advertisements. They have shown to invest heavily in their advertisements. Also, these commercials are broadcasted on a global level and manage a high recall rate. The particular advertisements mentioned are good because it communicates using humour and intellect with very limited words.
ReplyDeleteHeineken's advertisements have never failed to capture my attention at first sight. With their humorous and intelligent ways of putting across the message in every advertisement, which led to a higher viewing rate, shows the worth of the effort put in and also the worth of viewers to purchase their product.
ReplyDelete