Heineken Advertisement: Visual Argument Essay

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Introduction

Heineken Advertisement

Visual media is the use of advertisement means such as radios, televisions, newspapers and the websites in order to target mass populations (Robin and Brad 106).

Advertisement is a marketing tool which involves the display of products and services to consumers or potential consumers. It involves the use of audio means like radio and television. The other one is through print media like posters, newspapers and bill boards. The other key mode of advertising is the internet or online advertising. All these means are directed towards getting the attention of the target market which is an audience of the mass population. Competition between companies and their brands has driven many companies to be motivated to create advertisements. Globalization has enabled the promotion of products in any country (Robin and Brad 94). To do this, companies have to make their products known so that they can use it as an entry point to sell their products. The mode of advertising used in this case was the internet marketing: YouTube. YouTube is a means that is involves the use of sound and vision. Its target population cuts across the board to encompass both the young and the old. This site shows movies, advertisements, latest news and opinion polls.

The Heineken advertisement in YouTube is about a bartender who is carrying cases of Beer. As he walks to go serve his clients, the beer bottles fall and break spilling the golden clear liquid. The sound produced sends shock waves everywhere and disrupts everyone. The boxer in the ring gets distracted and is knocked down, loosing the battle. The next group has a room full of people; one of them was mesmerized by the sound and stopped singing. In an operating theatre, the lead surgeon paused upon hearing the sound. This does not leave out the musician in a soundproof recording studio who stopped singing. The man walking on the sidewalk is not left out. He is halted in his tracks and begun looking for the source of the sound amidst the rain. Finally, the lovers who are jerked by the sound made the man loose concentration and declines cooperation which leaves the lady startled. The main claim presented in this advertisement is that Heineken beer is famously known by every being irrespective of what one is doing at the moment.

Elements of Advertisement

Logos

The logo is a combination of icons (pictures) and words which are used to identify the company; nowadays they have turned out to be the most powerful tool in advertisement (Robin and Brad 216). That even the young kids who have not learned to speak can identify some logos. Logos help the companies to look large and successful. Companies lacking logos are deemed to be inferior, lack of professional appearance, they are further considered unstable and unfocussed in the market. The Heineken beer logo consists of the yellow star and the word Heineken after the star symbol. The advertisement uses the same star of Heineken logo to identify it with the company and the words “ITS ALL ABOUT THE BEER.” which are written after the “star” symbol. If one sees the star symbol on any document, he will attribute it to the Heineken Company.

Sound

A sound effect gives the meaning of the advertisements. Their importance can be measured by their absence quality sounds are helps in marketing a product since it is capable of instilling the right mood and help you understand the message clearly. From the research, women are thrilled by the sound than men. They help to develop consistence. It makes the fictitious adverts to look real and lively. In the Heineken advertisement, the sound plays the great role to give the scenes a meaning and the correlation. The thunderous and frightening sound produced from the falling Heineken beer bottles is the one which disrupts the activities. This can be manifested to the way people are frightened when they perceive the sound.

Images/photographs

Images/pictures play the role of understanding the verbal part of the advertisement. It cultivates the feel and the urge of the advert into the mind of the individuals. Men are convinced more by the sight than the women. Images are Important in the advertisement of the Heineken beer advertisement they are used to express the emotions in some parts of the scene that can not be verbally explained. Parts like the look on the face of the people affected by the sound of the falling of the Heineken bottles.

Conclusion

The use of the logos, sound, images form the basic part of any advertisement. They work together in order to steal the attention of the individuals. Continuous repeat of this advertisement develops an urge for the consumer to buy the product which is really important in marketing of the product. This advertisement reveals the brand recognition of this beer by every one. This assignment analyses the application of the elements of advertising and how they have been used to convey the message. The displays of these elements are the ones that can make a consumer go for the product.

Works Cited

Robin, L. Zeff and Brad Aronson. Advertising on the Internet. NY: New York, John Wiley & Sons Inc, 1999.

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IvyPanda. 2021. "Heineken Advertisement: Visual Argument." December 13, 2021. https://ivypanda.com/essays/heineken-advertisement-visual-argument/.

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IvyPanda. "Heineken Advertisement: Visual Argument." December 13, 2021. https://ivypanda.com/essays/heineken-advertisement-visual-argument/.

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