In the Heineken commercial, the Viking says, “Your family tortured my first wife and stole my second favorite goat…now you want to marry my daughter.” This statement, although seemingly lighthearted, carries underlying themes that are problematic.
Firstly, the Viking’s reference to his first wife being tortured and his second favorite goat being stolen implies a history of violence and conflict between the two families. This perpetuates the stereotype of Vikings as barbaric and savage, which is not only inaccurate but also perpetuates negative stereotypes about certain cultures.
Furthermore, the Viking’s objection to his daughter marrying into the protagonist’s family suggests that women are commodities to be traded or given away. By reducing his daughter to an object that can be exchanged or used as leverage, the ad reinforces the objectification of women. This is a harmful message that reinforces patriarchal norms and devalues the agency and autonomy of women.
While it can be argued that the commercial is meant to be humorous, it is important to critically examine the underlying messages being conveyed. Humor should not come at the expense of perpetuating harmful stereotypes or promoting objectification.
The Viking’s statement in the Heineken commercial may appear harmless on the surface, but it reinforces negative stereotypes about Vikings and promotes the objectification of women. It is important to be aware of the messages conveyed in advertisements and to challenge harmful narratives that perpetuate inequality and discrimination.