This from our contributor Sarah Kate, on Heineken’s sexist advertising
Last night I saw this Heineken advert for the first time. A woman is showing a group of her friends around her house and especially into this huge closet/small room full of shoes. They all start squealing and shrieking with delight. Acceptable so far, there’s nothing wrong with the fact that some women really appreciate shoes.
Then it cuts to the man who lives with her showing his friends around and taking them into an identical room but the walls are lined with beer. They all start yelling with joy in a very similar way but nowhere near as high pitched. It cuts back to the women who look confused and then to the title of the product.
It seems like it’s belittling the women’s excitement and using very tired old stereotypes. There are plenty of women who would be just as excited as the men about the beer and plenty of men who would be just as excited about the shoes as the women. It just felt wrong.
via Sarah Kate, UK