A major part in modern design is based around the way in which a company or product is branded. A strong political message informs us that design in today’s society is very much connected to peoples lifestyle preferences and ideology. Political and ideological issues are often very controversial and are usually seen as one sided, based around a certain societies welfare. In aiming an advert at a population of people this is a company’s way of creating a ‘symbolic universe’ which we have covered in past lectures.
I believe the advert we have seen on TV promoting Heineken is a great example of a company which has targeted a wider population and given a strong ideological message. In the advert we see a group of women who are excited to see a friends wardrobe, when they enter they are overwhelmed with the sound from a room on the other side of the wall. The sound comes from a group of fully grown men who are in fits of excitement when they see a ‘man’s wardrobe’ filled with beer. I think this type of advertisement is both witty, and creative in the way it is able to draw the attention of a wide variety of people, as a large population are able to relate to this. We may not admit to it but when we watch an advert or campaign like this, we want to be ‘in their shoes’ as we can see how happy they are. Therefore I believe this advert for Heineken has created and used ideology to large extent and are successful in the way they make you believe there is happiness through their beer.
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