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Frankie Kandaya Miss Eaker ENGL 1101-073 20 November 2013 Rhetorical Analysis In the Heineken commercial features two groups of people being shown tours of an unspecified location. The woman on the upper floor and the men on the lower. The group of woman are lead into a room and to their astonishment, filled with a large amount of shoes. Their response, hysterical screams of excitement. Proceeding their initial excitement, they are interrupted by a more masculine set of screams. While they investigate the source, they find the group of men on the lower level in a room full of Heineken. The history all began on the night of June 30th, 1863 when Gerard Heineken wrote a letter to his mother about a brewery in Amsterdam called The Haystack he was planning to buy. During this time, the Dutch brewing industry was in serious decline which meant that he could make the purchase at a very reasonable price. He quickly replaced the Haystack with a fantastic new brewer in the outskirts of the city which is located in present day Stadhousdershade. Heineken had big plans in promoting a strong local pub culture in Amsterdam. Due to the unpredictable nature of weather, Doctor C. Linde developed a new cooling machine, making Heineken the first Dutch brewery to use ice and cooling systems in the brewing process. Within no time, request oversees for tours and information about these new innovations. In 1914, henry Pierre, Heinekens son, took over the companys leadership, and stimulating the introduction of modern technology.

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The goal of this piece is to advertise and sell their product Heineken, which is an alcoholic beverage. The commercial didnt have context or legitimate message for persuasion such as Logos or factual data. This is so because there is no factual information or data being conveyed in the commercial. In fact, the commercial only had one or two spoken words, which wasnt even in the English language. But interestingly enough, the commercial was able to portray its message effectively though Ethos and Pathos. The commercial was able to generate an emotional response through the stereotypical tendencies of younger men and woman. By doing this, it was able to invoke laughter by giving the viewer an idea that is commonly seen in our social groups. For example, in the first scene where the woman enter the room filled with shoes, I could instantly call upon many situations where I found that woman where enticed by shoes, and could understand why they were behaving in that manner. In the second scene the group of men were behaving in the same manor for a different reason, which was the product they were advertising. I found this especially funny and interesting because, typically, woman are more emotional than men and in since their product invoked the same emotional response as the shoes did the woman, it effectively appealed to my emotions, which was humor. In my opinion, this commercial targets the youth which includes the ages16-25. Given that this commercial is German, and the few words spoken are in German, some might assume that it is also targeted towards Germans, but I disagree for a few reasons. I believe that this targets the youth more than anything else because, in Germany the legal drinking age is 16 which is 5 years younger than the drinking age in the US and 2 years younger than many other industrialized countries. Another reason why I believe this is targeted towards the youth specifically is that, as I stated earlier, plays on stereotypes that could be related instantly to the youth, and could be easily interpreted. For that reason, I believe this commercial is effective

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because given that not a single English word was spoken, the message and the humor was easily interpreted. Given that this commercial, I feel, was targeted towards the youth, I would also assume that Heineken values the youth. But the main value I feel is portrayed, is the stereotypes played throughout the commercial. The last thing I would like to mention is how the commercial is conveyed from comparing the beginning to the end. During the beginning of the commercial, the individuals seem to be in the early 20s in a formal setting, dressed in a business formal attire. As the lady leads the rest of the group to the room, the tone of the commercial does a 180 when the begin screaming hysterically. This was effective because from the start of the commercial, it was completely unexpected on what was arising. After this turning point in the commercial, it only continued to get more humorous. All in all, some could argue that this advertisement is fair given that there was not a flood of annoying or overwhelming emotions such that of a charity commercials. Though this might be true, I believe that this ad is unfair. The reason being because the ad does play on an emotion which was humor. If an ad plays on any emotion, no matter which it might be, they are deemed unfair.

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Work sited "Heineken Timeline." Stichting Heineken Collection. Stichting Heineken Collection, n.d. Web. 10 Nov. 2013. "The HEINEKEN Company - Age Gate." The HEINEKEN Company - Age Gate. N.p., n.d. Web. 10 Nov. 2013.