Kairos: Budweiser Commercial Analysis

The author chooses t0 write the report about Anheuser-Busch’s Bud Light because it is the best-selling beer in the world. In this report the author has outlined in detail the current status by using the SWOT and PESTLE analysis of the company Anheuser-Busch

The rhetorical appeals are included in the BudLight ad to persuade the audience to drink BudLight. This BudLight

Using clever and borderline juvenile material Bud Light has seen much success in their targeted consumers in American males of the ages 18-49. With great success we believe Bud Light has the potential to increase its reach and share by advancing marketing opportunities to females and exploiting their other product lines. In doing so Bud Light must take a different approach from its perceived masculinity to an all-around and more suitable approach to our female audience.

Budweiser is known for creating advertisements that convey messages that you wouldn’t otherwise tie with beer. In one of their more popular commercials “Lost Dog”, they attempt to show that your “buds” will always have your back, just as Budweiser will always be there for you. Budweiser managed to relate this life lesson to their notable company and a wide-range of viewers. In the “Lost Dog” commercial they successfully persuade viewers to buy their beer with the use of rhetorical appeals including ethos and pathos, while also lacking in the third appeal logos.

For this essay I will be using the commercial made by Budweiser for the 2015 Super Bowl, “Lost Dog.” This advertisement is about a tiny lost puppy getting far away from home and most importantly, the friendship between this puppy and some Clydesdale horses. In the beginning of this commercial, the puppy is shown hiding under some hay, and then he proceeds to jump into a random trailer which initially gets him lost far from home. There is no dialogue in this commercial aside from the music in the background, but the advertisement shows the distress of the owner through facial expressions and scenes where he puts

In February 2015, Budweiser released a commercial named “Lost Dog.” Unlike many other commercials, “Lost Dog” tells a story of an incredible friendship between two different animals. This friendship successfully catches the audience’s attention and captures their hearts. The commercial effectively persuades the audience to purchase their beer through the use of pathos, logos, and ethos. Although Budweiser uses the fallacy of non-sequitur, the commercial still works in their favor to prove their point. Through the use of different rhetorical strategies, Budweiser’s commercial was able to triumphantly make their audience feel several emotions in just one minute.

Budweiser Clydesdales commercials are always one of the most recognized commercials during a super Bowl. They have been aired every year starting on Super Bowl XX in 1986, because of this, many consider Budweiser ads as part of Super Bowl tradition. From the many, I chose the one aired on Super Bowl XLVII (2013), titled “Brotherhood”. Not only was this one of the top Budweiser commercial but it broke record over other commercials as one of the most shared Super Bowl Ad.

Aware that the Clydesdales are a trade mark of Anheuser-Busch/ Budweiser one could assume that the commercial is aimed at people over the legal drinking age of 21 or even those under 21 that are interested in drinking beer, trying to establish a brand preference early. A secondary perspective for this commercial is that it is aimed at men with the fact that it is televised during half time of the Super Bowl, a sport that is primarily watched by men. Additionally, the audience could be women, taken from the use of the puppy and playing on the emotional side of the commercial. Overall, the sponsor, Anheuser Busch has done an amazing job of selecting a broad market for the commercial, using multiple elements to attract as much attention to their product as can be gained from one

Cultural reinforcement, the main tool involved in captivating an audience with a video text, is what Scholes believes to be the largest factor included in this Budweiser commercial. Without the cultural background of living where we do, comprehending the plot pummeled upon us in this commercial would be impossible. Without knowledge of baseball and its rules, we wouldn't know that the umpire had made a close, yet correct call, we wouldn't know that a screaming old white man running out onto the field was commonplace; we wouldn't even know why the man who swung the stick at the ball was running towards a white bag on the edge of a dirt path lined by grass. All commercials rely on some amount of previous knowledge, this commercial is no different. Late in the commercial in question, while the manager is toasting the umpire, and the Budweiser music is playing in the background, the viewer realizes subconsciously that the umpire has "made it," that he will live happily ever after, however untrue this may be. Our culture has influenced us so much that we almost require happy endings, within a 28 second commercial we can see the entire life of a black man unfold before our eyes, and by the time the commercial is over, we know he will have a happy life. The commercial doesn't actually sell beer, it simply sells the

The advertisement follows a young man on his journey to America to start his own beer company, including every bump and road block along the way. The Budweiser 2017 Super Bowl Commercial: Born The Hard Way effectively encourages the everyday American to enjoy a cold Budweiser.

While this commercial does not display much logos due to the solely emotional premise of this commercial, it more than makes up for that void through the noteworthy use of pathos. Budweiser effectively puts the viewer’s emotions in a chokehold from the beginning when the lively puppy pops its head out from the pile of hay. This hold only grows firmer as the commercial progresses with lost dog posters, which feature a photograph of the lost dog and the horse. Next, Budweiser catapults the audience into an emotional roller coaster when “bud” is seen trembling in a box near a trash bay in the city, followed by an intimidating wolf approaching the travel-weary Labrador retriever. However, like most effective advertisements, Budweiser leaves the viewer with a warm feeling in their heart when the commercial is all said and done. This technique of presenting a story loaded with emotion appeals heavily to the American culture because people in society today often choose emotion over logic. These type of stories not only make the viewer more likely to buy the product, but also leave an imprint in the audience’s head that continually associates Budweiser with patriotism and the pursuit of the American Dream. While the pathos in this commercial is extremely strong, the commercial has absolutely no credibility without any ethos, which is more implicit than explicit. Budweiser is a traditional beer company that has always been supportive of both patriotism and the American Dream. This commercial alone proves that Budweiser has a strong ethos through the fact that this ad has over 29 million views on YouTube in only seven months. The lack of logos in the commercial is more than made up by the persuasion employed by pathos, and the credibility that the ethos of the

Bud Light’s appeal to audience is directed almost exclusively to men and party goers age 21 to late twenties or early thirties. One commercial begins with a close up of the bud light label on the bottle before switching to footage from a hidden camera (as it is

Ultimately, the ad received backlash because, “many [people] think that “America the Beautiful” is the country' national anthem and English is this country's national language,” noted in Indian Country Today (“Coca-Cola's 'America the Beautiful' Super Bowl Ad Causes Stir” par 2). As a result, these individuals believe “America the Beautiful” should only be sung it the English language. Building on the ideas presented in Indian Country Today, Damien Croghan, editor of the Daily Nebraskan, asserts “Xenophobic Americans feel that the presence of non-English languages representing our country somehow threatens their perceived idea of what it means to be American” (par 11). The people who took to social networking sites to discuss their concerns tend to believe the use of any language other than English is un-American. These outraged

New Belgium can make its branding and messaging resonate with consumers in different parts of the country through education and advertisement. Initially, the company invested in “beerstreams,” which allowed them to take beer tasting on the road (Ferrell & Hartline, 2014, p. 362). Consumers were able to learn about the beer, the company, and engage in contest that make them “a part” of the company (2014).

Budweiser - The Self Proclaimed, “King of Beers” has been produced by Anheuser-Busch Company Inc., since its introduction in 1876. Anheuser Busch is the largest brewer in the world and produces more than 100 million barrels of beer per year. Budweiser is synonymous with American culture and is known for its significant efforts in promotion. Anheuser -Busch has always put a major focus on marketing and according to Business Insider, “Budweiser was a triumph of marketing over quality, by the 1980’s had become synonymous with American Culture, and is a good part of American Tradition, like going to a baseball game or a college football game” (Business 1). Budweiser has attempted appealing to various audiences with their advertisements. From ratty, to refined, to sporty, to hipster Budweiser has adapted many of its advertisements to its target market of males between 21 and 34 years old, which is the largest population of beer drinkers. They regularly change their look and image through advertising and their commercials to adapt to the current culture. Differences in advertising can clearly be seen in the way Anheuser-Busch has used the changing roles of women from the 1950’s to present, cultural changes in society, and the redirection of their target audience to demonstrate their adaptability to the changing times, but fails to respect women. Anheuser-Busch’s recurring success and continual growth of the their brand is directly related to their ability to adapt to these