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Posing an Analysis
Tattoos are unique marks that are often linked in terms of their acceptance or
rejection of standards. In Japanese beliefs while modern conceptions are similar to
traditional Tahitian tattoos because of their reputation in reflecting expressions of
physical and social interactions within the cross sections of a society. According to an
archaeological discovery in an ancient cave in Spain, the history of tattoos can be traced
back more than over 50,000 years, to when individuals used needles from bone to scrape
color patterns in the skin. All over the world, tattoos are usually associated with
gangsters, criminals, and rock stars, but in the West it is becoming very common to see
people with tattoos even in places and positions you wouldn't expect. In movies, people
with heavy tattoos are normally thugs and people with more than one tattoo are normally
regarded as tough guys or girls. In everyday life, tattoos are seeping into all corners of
society. People from China normally get tattoos on their bodies with the intention of
displaying it to the public, not as a remembrance for something. In China, you rarely find
a tattoo that has been made purposely for a particular person (Muller, p.128).
Almost all tattoos are selected from flash books and this shows a major difference
between Western and Chinese perception of tattoos. In the Western society, a tattoo is used
to show strength, individuality or rebellion. A tattoo’s quality and popularity is based on
its uniqueness. In China there is little meaning behind the design of the tattoo. What is
important is the size and the fact that one has a tattoo on his body.
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Tattoos are normally viewed negatively and the wearer in most times receive some
judgements irrespective of the design of the tattoo. Research shows that men have negative
perceptions towards tattooed women. Men view tattooed women as less religious, less
intelligent as well as less honest compared to women without tattoos (Patel, p.96).
Do you watch TV? Very well, that simply means that you have seen the latest
Heineken commercial. Since it is advertised every fifteen minutes, p I would not be
surprised if it had its own channel by now. For those who have not been watching TV here
is the advert in a comprehensive form: the good thing about this commercial is that it gives
one all the reasons to like it. One doesn’t know any of the characters but within a few
seconds that they are on the screen you feel like you’ve known them for the longest time.
This first screenshot shows the significance of the major character. He has a driver
and photographers are outside to take a picture of him. This guy is a legit. But then the
mystic occurs when he gets inside, as he tackles with cliche belief that indicates Heineken
does not care about advanced thinking. This is the most racist thing in the commercial in
my opinion.
They show an African Prince then they directly go into a ludicrous handshake, because he's
a black guy, which is unacceptable. He then relates with more black guys, so they give one
another a high-five. But the good thing is that these black guys are not cliches, they are
basketball players. Since they use two guys in this advert, I would have preferred to see a
black guy and a white guy. Then we have an Asian, he is clearly a military artist. Let's hope
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this Asian has math skills, as he gets maintained in the last test of military artists, "And one
Heineken Grabbing."
Sexuality. The glance of this woman on the commercial shows this man as a boss
with the ladies, and being a boss with the ladies is totally “badass” but then I realized
something very strange, he interacts with fourteen different people. Twelve of them are
male and two of them are female and the most interesting thing is that he does not touch a
single female in that commercial. He has one chance to touch a female and he uses a
tablecloth to evade any direct physical contact with her (Watkins, p.78).
Though one can make a strong conclusion that this guy is gay, in the real sense, this
guy can be who/what you want him to be. This guy is shown throughout the commercial
that he can be anything, so he can absolutely be heterosexual if that’s your viewpoint and
it makes you comfortable or he can be homosexual if you prefer seeing him that way.
In my own opinion, I would like to imagine him as gay and being bullied as a
youngster. He would spend hours playing the oboe, since it was the only way he could run
away from their hatred. Ultimately the bullying became too much and he got into martial
arts. Not only did the martial arts assist him defend himself, but he also used his newly
found aim and determination to become an outstanding outside shooter in basketball. This
Heineken commercial displays a lot of racism and sexuality throughout.
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Works Cited
Müller, Kerstin. Tatoos: Fashion Trend Vs. Social Symbol of Communication. Munich:
GRIN VerlagGmbH, 2004. Internet resource.
Patel, Chiral. Gala's Cute Mehandi Designs: With
Navnit,
Designs of Tatoos and Bindees.
2000. Print.
Watkins, Julian L. The 100 Greatest Advertisements. New York: s.n., 2008. Print.
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