Who created this media message?  Why?

Heineken USA – an arm of the giant international brewing company Heineken -- created this magazine ad to promote its best-known brand of beer.

Who is the target audience?  What text, images or sounds suggest this?  

The ad features three young men of color playing music.  The presence of the turntablist in the foreground suggests that they are playing hip hop, a style of music associated with African-American urban youth.  These images suggest that the target audience is young people who like hip hop, particularly young people of color, and perhaps more specifically young urban males of color who like hip hop.

What is the text (literal meaning) of the message?

The ad consists of a drawing of three young men of color – a drummer, a turntablist, and a vocalist or rapper – amid an abstract swirl of green and a large Heineken bottle.  At the bottom left is small white text reading “enjoyheinekenresponsibly.com” and a copyright notice.

What is the subtext (unstated or hidden message)?

The ad clearly tries to associate Heineken with the hip hop scene.  Some unstated messages might be: Musicians drink Heineken. If you like hip hop, you should drink Heineken. If you drink Heineken, you’ll be part of the exciting hip hop scene.  The Heineken company supports hip hop.

What lifestyle is presented?

The ad presents the “hip hop lifestyle,” and more generally a lifestyle of music, drinking beer and partying.

What values are expressed?

Personal expression through musical performance appears to be the principal value here.

What “tools of persuasion” are used?

Symbols – the turntable and the musicians’ clothing and hairstyles evoke the hip hop scene.

Group dynamics – the musicians are probably playing in a nightclub, where the influence of the crowd encourages the consumption of alcohol.

Timing – images of hip hop culture are now being used in ads for a variety of products.

See "The language of persuasion"

What healthy messages are communicated? What unhealthy messages are communicated?

It’s a positive thing to express one’s creativity through musical performance.  It’s unhealthy to suggest that this requires alcohol.

What part of the story is not being told?

Hip hop began as a cultural movement among urban youth of color and moved into mainstream pop culture in the 1980s. It has continued to evolve, becoming more commercialized by MTV, major record labels and advertisers. Many brands -- including Courvoisier, Cadillac, Sapporo, Kool, Coors, and Skippy -- have used images that are meant to portray hip hop culture.  Their ads target both the hip hop community and people who are attracted to it.  Many people object when a corporation appropriates parts of a community's culture (language, music, art, etc.) in order to sell products to that community.