Pepsi and Heineken Commercials: Promoting American Devotion and Compassion
Today’s commercials cloud the viewers’ brains with meaningless ritzy camera angles and beautiful models to divert viewers from the true meaning of the commercials. The advertisers just want consumers to spend all of their hard-earned money on their brand of products. The “Pepsi” and “Heineken” commercials are perfect examples of what Dave Barry is trying to point out in his essay, “Red, White and Beer.” He emphasizes that commercial advertisements need to make viewers think that by choosing their brands of products, viewers are helping out American society. As Rita Dove’s essay “Loose Ends” argues, people prefer this fantasy of television to the reality of their own lives. Because viewers prefer fantasy to reality, they become fixated on the fantasy, and according to Marie Winn in “Television Addiction,” this can ultimately lead to a serious addiction to television. But, one must admit that the clever tactics of the commercial advertisers are beyond compare. Who would have thought the half naked-blondes holding soda cans and American men refusing commitment would have caught viewers’ attention?
Try to visualize a slim blonde at the ripe age of nineteen coming in closer and closer on the television screen. She’s wearing a tube top and hip hugger jeans with a belly ring that reads “Pepsi.” She slowly spins around, grabs a can of Pepsi and drinks it in slow motion while her diamond bracelet glistens in the lights. The music stops. She turns to the camera, smiles, winks at you, and tells you to go out and try a nice cool refreshing can of Pepsi Cola. The next commercial to come on shows a man sitting down on the couch with his girlfriend sleeping in his arms. He looks and realizes she is in the way of him enjoying his ice-cold beer. He whispers, “I love you” in her ear and she turns toward him. He is then able to move his arm freely so he can drink his beer. Seeing these commercials makes one realize that American values that show love and affection are corrupt, vain and distorted.
It may seem as though the commercial only shows a young, pop, teen ideal drinking Pepsi, but what is the true meaning behind this advertisement? She is the ideal, young “American”. She represents freedom of expression, freedom to be risky with her attire and the freedom to flaunt her beauty. But, what is the unattractive brunette to do? Is she not patriotic because she is not beautiful? Pepsi’s objective is to make her feel pretty and American by drinking their product. Dave Barry states, “. . . I get this warm feeling inside. . .(519)” When ever Barry sees these almost “patriotic” commercials, he feels he has to help out the country in some way. Maybe by drinking the drink being...