“Every day in America, another 27 people die as a result of drunk driving crashes” (MADD). Budweiser, one of the first national beer brands founded in America, is currently the number three beer brand in the United States. In their “Friends are Waiting” commercial, the viewers see the emotional connection between an affectionate owner and his playful dog. This commercial mainly targets young adults because it is more likely for them to go out and drink. By using these rhetorical appeals: ethos, pathos, and logos; the Budweiser team persuades the readers to always come back home because someone is waiting. Ethos, by definition, represents credibility or an ethical appeal which involves persuasion by the character involved. Budweiser, also …show more content…
known as “King of Beers”, is one of the world’s largest brewer. Also known for its creative and heartwarming commercials, Budweiser is one of the most famous ads that are shown during the superbowl. Last year, Budweiser took place in a foundation called Global Beer Responsible with “Be Responsible” standing out. This digital campaign launched last year and is trying to support responsible beer consumption. The “Friends Are Waiting” commercial was apart of the Global Beer Responsible campaign for the Superbowl in 2014. After four days of being posted on YouTube, the ad received 10.8 million views. The commercial also featured the song “I’ll Be Waiting” by Dan Rodriguez to create more loving emotions in the viewer. The quality of an experience in life or a work of art that stirs up emotions of pity, sympathy and sorrow is known as pathos.
By using the song “I’ll Be Waiting” in the “Friends Are Waiting” commercial, the viewer already starts feeling attached to the loving relationship between the owner and his dog. In the first few seconds of the commercial, the viewer sees the owner carrying his newly bought puppy as he says, “Welcome home, buddy.” The next few seconds, the viewer sees the puppy playing with his owner, and the viewer also sees how the puppy is becoming bigger. During this part, the following lyrics are played, “A lifetime is not long enough to show you what you mean to me.” By having the dog be with his owner at all times during the commercial, the author has done this to show the viewer how much love they have for each other. At the climax of the commercial, the owner is leaving with his friends while holding a six pack of beer. It soon becomes night time, and the viewer sees the dog worrying because his owner has not come home. The concern seen on the dog’s face causes heartbreak in the viewers because of the dogs sadness. When the owner finally walks through the front door, the dog runs up to his arms instantly and the viewer can feel the happiness and relief that is felt by both of …show more content…
them. According to Writing Today, “Logos involves appealing to someone else’s common sense and using examples to demonstrate a point.” After the owner leaves with his friends, the dog is left by himself waiting for his owner to come back home.
As a car drives by the window, the viewer sees the dog lift his head up and lay it down when he realizes it is not his owner. After this scene, the following words are shown on the commercial, “For some, the waiting never ended. But we can change that.” According to MADD, “In 2015, 10,265 people died in drunk driving crashes… 290,000 were injured in drunk driving crashes.” The next morning the owner walks in through the door and says, “I decided I shouldn’t drive home last night”, this shows how responsible the owner is because he does not want to hurt others if he had drove while drunk. In the background, the viewer hears the lyrics, “I’ll be waiting here for you, when you come home to me…” which supports the fact that the dog has been waiting all night for the owner to come back safe and sound. The next scene in the commercial says, “Make a plan to make it home. Your friends are counting on you.” By having the saying in third person, the commercial is trying to persuade the reader to drink responsibly because there is always someone waiting at home. In the end credits, the viewer sees the famous Budweiser logo with the hashtag friends are waiting. In the bottom of the ad, the Budweiser commercial had the words “Enjoy responsibly” on
it. Also known as the “King of Beers”, Budweiser has created a multi-million company in the nineteenth and twentieth centuries. Budweiser is known for broadcasting emotional commercials during the superbowl every year. One of their most famous commercials is “Friends Are Waiting” which promotes responsible drinking. The rhetorical appeals: ethos, pathos, logos, are used in the commercial to influence the viewers to make good decisions because a loved one will be waiting at home.
Ethos is a category that appeals to connecting one thing to another to help advertise the product.Resse's uses this tactic by including the pretty well -known rapper Mr.lupo linking the fans of mr.lupo to the cereal.People who watch the commercial will recognize mr.lupo and will want to buy the cereal from the commercial he's in.Connecting the two products together gets out more publicity for and the said product.Ethos is efficient in the process of linking two different subjects so they benefit each other.
The 2014 Chevy commercial is filled with pathos. This commercial is about a girl and her dog, Maddie. The commercial starts with Maddie and her owner at the vet’s office. As the commercial goes on we see how Maddie ended up with her owner and the life they had together. The Chevy commercial connects with viewers emotionally by utilizing nostalgia, the constant presence of Maddie in the woman’s life, and the sadness of the impending death of Maddie.
This is an example of pathos, the commercial is trying to leave an impact in the audience by using emotions. The commercial then shows a dancer dancing in sync to the music using interesting dance moves that are quite marvelous. By watching him dance there will be different responses depending on the person, some will feel awed and curious while others may feel envy by the talent the dancer demonstrates. The music increases its intensity and the beat makes the audience feel excited. The commercial then states phrases that come off as being quite mysterious, “Machines don’t have emotions, but the rare few can inspire them” (Lexus 00:00:26). The phrase gains curiosity and enthralls people to continue watching. By using this strategy the commercial is effective in having different emotional reactions and catching a wide variety of people’s
The look on the man’s face when he looks up portrays the emotions that the audience is feeling: shock, joy, and relief. Finally the sun comes back out and the man has both his dog and his horse back at home. There are many rhetorical strategies that Budweiser uses in their advertisement. The biggest being pathos. They use pathos in almost every aspect of their commercial. By changing the lighting, music, and overall relatability they are able to change the audience’s emotions. They also use ethos in their commercial by always reminding you of their brand.
These feelings are conveyed by the reader because the spokesperson is someone like them, who works for the things they have, and is living an honest life. The spokesperson speaks to the audience as if she is a coworker, because she wants the reader to understand that she is like them. The relationship that is shared with the audience is achieved by the friendly tone and atmosphere in the commercial. By making the viewer feel like they can connect with the spokesperson, the commercial was able to spark the interest of the readers. The relationship created with the audience was helpful because now that the reader has a connection to the spokesperson, there is now trust there that will make the audience look fondly on the Ford car. The commercial bonding with the audience has built trust and a feeling of common ground, which will lead to more people considering buying the
Ethos is the credibility of knowledge and written word. Or in laments terms, that one has the authority to spread true knowledge. It shows the importance of what you are talking about and gives a speaker credibility to talk about the subject. “Supersize Me” fulfills this bin that it provides the viewers with facts and statistics about obesity and the fast food industry in America. It was reported in the documentary that each day, 1 in 4 Americans visit a fast food restaurant, and that in 1972, America spent three billion dollars a year on fast food where as today we spend more than $110 billion a year (S...
This advertisement from the American Society for the Prevention of Cruelty to Animals (ASPCA) immediately affects the viewer’s emotions. By playing sad music in the background while images of scared and injured animals pass the screen, the creators of this advertisement are successful in compelling many viewers to open up their wallets and donate to the cause. Through the use of common rhetorical devices as well as less obvious strategies, this advertisement targets the viewer’s mind and succeeds in its goal of presenting the topic as a problem that needs to be solved. However, it is interesting to consider whether the problem that should be addressed is really animal neglect or something bigger, like the fact that many citizens prioritize
Ethos or moral character, is used when we are trying to persuade an audience that a
This commercial tells us a remarkable story of love/bond between Labrador retriever puppy and a Clydesdale horse. First there were the majestic beautiful horses on a horse ranch, and then there was this adorable playful Labrador retriever puppy on a puppy adoption center, who daily escaped and made his way to the horse ranch to play and be friends with his favorite famous Budweiser Clydesdale horse. The horse trainer/caretaker religious picks up the puppy and hands him or her over to the owner of the puppy adoption center. Finally, the naughty little Labrador retriever puppy gets adopted and is ready to head to his new home, but he starts whining and barking standing against the car window. Noticing this the horses race to rescue him from being taken away. The horses succeed and they all walk back to ranch with Labr...
Ethos has to do primarily with credibility. Ethos is an appeal to ethics, and is a means of convincing the audience of the character or credibility of the persuader or content. Examples of this in the billboard advertisement are the sponsors at the bottom: Baron Real Estate, the American Heart Association, the American Cancer Society, and the American Lung Association. In the Doritos commercial advertisement, logos is seen with the brand title. The Doritos logos is the more powerful of the two based on this information, because of how Doritos is widely known and recognized by all, while many of the sponsors on the billboard aren’t as immediately
PetSmart, Inc. is one the largest pet retailer in the country, and according to their webpage , “PetSmart loves pets, and we believe pets make us better people. Every day with every connection, PetSmart’s passionate associates help bring pet parents closer to their pets so they can live more fulfilled lives” (PetSmart). PetSmart knows their pet loving consumer and builds emotional appeals into their advertising to connect their toy products to the audience needs. One of the first things the advertisements try to do is to gain an emotional tie to the audience because the marketing and creative team want to create emotional ties to help them convince their audience that their product is the best product. The television ‘Bobo’ commercial (PetSmart 2007) built strong emotional ties with the audience, and it is a strong use of rhetoric in television. In this commercial PetSmart built emotional ties with their consumers by showing a happy pet owner and their dog through their skilled use of photography, engaging music, and humor.
Envisage yourself coming home from an eight-hour shift at work. You feel as if relaxing is a necessity, so you turn on the television to your favorite local news station to catch up on the exposé that all of your co-workers previously knew. While the news was on temporary break, a flamboyant commercial begins to play and once it stops playing, you can’t stop pondering the organization that displayed the indirect advertisement. That commercial enveloped you as a part of its audience. Commercials differ when deciding what rhetorical tools would manipulate their audience to succeed in unveiling their message, and this American Society for the Prevention of Cruelty to Animals (ASPCA) commercial, created by the organization’s creative director, uses
The audience this ad appeals to is the people who own a dog or is thinking about purchasing a dog. The title at the top of the ad produces the overall thought of the ad. It makes the audience think about what can be done for dogs that is not already done. Under the title there is a description that provides real-life information that dog owners do not think about. According to Laura Bolin Carroll, “As audience we want to know the “facts of the matter,”’ which persuades the audience to think about the real thoughts of owning a dog. There are four sections of the ad under the title that each have a title and description. Each of the title is another way dog owners can do more for dogs. The use of logos in the sections are used the same way as in the main title, to add information for the audience to understand the ad. The titles are brief and feeds off the main title. The title of each section requires the audience to read further because each one is a phrase; therefore, the descriptions help understand them. The descriptions use evidence to support the titles. The logic used in the ad shows the audience that the more done for dogs, the happier they will
This Budweiser advertisement is all about establishing ethos with the viewer. It may seem out of character for a company whose only purpose is to make and sell alcohol to produce an advertisement that is so explicitly against heavy drinking, nevertheless the overall effect of the video is that viewers come away feeling that Budweiser has their best interests at heart, so if they were to choose to drink, Budweiser would be a wiser choice. Budweiser accomplishes this exceedingly well through the instinctive empathy viewers feel as a response to the bond between the dog and the man, but every facet of the ad, from the background music to the coloring, plays an important role in establishing Budweiser as an morally righteous company, all the
An emotional argument proved to be successful for the message and tone Budweiser was aiming to create for their ad. The viewers can see the development of the owners and dog’s relationship throughout the ad, and how it becomes extremely strong. It’s clear that the man loves and adores his dog, and his dog feels the exact same way. Their relationship development emphasizes the idea of his dog being one of the most important things in his life. So, when the owner goes off for an unknown amount of time, he had the power of not only putting his dog on edge, but also the viewers. The audience were unclear of what the outcome of the advertisement was going to be, and that is what managed to hook them in. We wanted to know if the owner was going to return home safely or not, and we were hoping as viewers that he would not let his loved one’s down because of irresponsible and disappointing choices. In addition, his dog symbolizes as any other type of loved one in a person’s life, wither it be parents or a significant other. Often times, they will worry significantly about the well-being of the individual they know that is out drinking. What makes this advertisement so emotional is the fact that drinking irresponsibility is a sensitive issue in itself. Alcohol has not only cut too many lives short, but it also has strained countless relationship between loved ones across the