Los roles de género en la publicidad: spot publicitario “Cheers to all” de la marca Heineken.

Abstract

The Heineken advertising spot, called "Cheers to all" or "Health for all" exposes the imaginary in the practice of consumption of two specific drinks by men and women, making use of the stereotype imposed by the same media since advertising practice, in which the decision to consume beer is related to the male gender and not to the female gender. In contrast, his proposal seeks to modify the message towards the possibility of a new public target (female) as a potential buyer of the product. The following essay seeks to analyze from the spot the elements that compose it from the perspective of strategic communication, in terms of gender roles, inclusion and more importantly a new trend within the commercial and advertising promotion of a brand predominantly for men, but which obviously seeks to expand its sales range towards women. A series of theoretical references and comparative elements are also offered, which support the proposed thesis, determining to what degree, the strategic communication of this advertising speaks to us of inclusion or gender approach, and how this also affects the appropriation of the brand by a new buyer's market.