Bud Light Ad Analysis

Bud Light
Late night driving home, and a strange man is on the side of the road with an axe, but hey, he has Bud Light so why not offer him a ride? In this video ad of Bud Light a couple is lost at night in what seems the middle of nowhere. Seeing a man with an Axe carrying Bud Light Case, the male seeing that he has Bud Light wants to offer him a ride; they pull over and he gets in the car. A glass and bottle of Bud Light appears and the words “Always Worth It” displayed (Viral 0:24). Later, they run in to a mask man with a chain saw and is also carrying Bud Light, and so the male again was to offer him a ride and leads to the commercial ending (Viralstuff 0:28). In this ad, it attracts a white male, and female audience that has low income, and between the ages of 21 and 30, which makes sense because Bud light sell more to Hispanic males that have low income rate, and are between the age of 55-65 (Bud Light Consumer). The commercial will try to persuade you using ethos, logos and pathos. The ad shows that avid Bud Light drinkers will in

even most outlandish events will do anything to get their grasp on Bud Light because “Always worth it” (Viralstuff 0:24); they will do this by the music tone, appearance of the scary guys, the brand name, visual product, and finally the couples appearance.
In this set up for bizarre scene it used their first strategy is the music tone. The music of choice is a slow and low, and has a cord that fabricates the moment like the sounds they use in thrillers and scary movie background. It gives the audience the suspense when they come to see the axe man on the side of the street. This evokes the audience’s pathos, or better put their emotions to feel creeped out, nervous, and worried.
Following the first strategy they use is the axe man and the chain saw man’s appearance for the second strategy. The Ad uses men that were dress like someone that is a serial killer; he had facial hair while long brown hair, his clothes were redneck style like plaid, and his overall look was grungy. The other man look like leather face from the chainsaw massacre you would see in a horror movie. The prop used is an axe and a chainsaw which not so scary itself, but when held by men that are questionable it becomes a threat. The axe man’s voice is a deep horsed sound and the pauses response when asked about axe give you the aura that he is suspicious, and should not be trusted. The whole persona of the axe man and the chains saw guy is to also arouse your pathos to feel anxious and edgy.
The next strategy they use is the Bud Light brand.

The axe man described above while holding an axe is also carrying Bud Light. When the male driver of the car see the Bud Light logo he knew he had to stop. The brand gave him the trustworthiness of the axe man. Even when the couple drive up to the chain saw man with a case of Bud Light, the axe man has doubts as the female did with him. The axe man’s man voice goes from the hoarse sound to a high-pitched screech when contemplating picking up the chainsaw man (Viralstuff 0:28). This bring a sense of humor to the commercial since this man switching from being menacing man to a little scary school girl person. But not the Bud Light drinker he is willing to do anything for the Bud Light beer. This moment demonstrates the reliability of the brand name; that anyone that drinks Bud Light brand is a person of great integrity. This event stimulates ethos or also known as

credibility.
After the third strategy, the ad next uses are visual strategy of the poured Bud Light beer. Once the couple picks up the axe man it then shows the pouring of a “refreshingly smooth Bud Light” (Viralstuff 0:21). The commercial stops the sound of the menacing music to have the sound of the pour of the beer into a glass with a refreshing sound of satisfaction from the sip of the first drink. A reveal of “Always Worth It” presents on the screen next to pour glass and bottle of Bud Light (Viralstuff 0:24). This scene promotes logos, or also recognized at logic because their trying to imply that even in the dangerous circumstances its logical to do whatever it takes to get that Bud Light.
The next strategy they use for the commercial is the appearance they of the couple. The female is a typical blonde age around 21-30 that would be the damsel in distress in a scary movie. She wears a light green jacket and a white cami, this is a style that many college age females wear. In the commercial she doesn’t do much except tell the dimwitted male the obvious of the weapon the axe man has. The male appearance as a naïve young male age around 21-30 wearing a brown jacket that doesn’t look to overly priced suggesting it being cheap. His senselessness brings most of the humor to the commercial. The couple seems lost in the middle of nowhere; usually the beginning of many mainstream horror films. This whole sight is to allude your pathos to again fell uneased and tense.
So, why is this analysis important? The readers after studying this can understand what the marketing in commercials are trying to do to persuade the views to by their product. In this commercial you would think that Bud Light is the best beer out there, but when the brand Snow is the best-selling beer right now (Heilpern). So, instead of just going by ads and not analyzing the ad you might not be getting the full info of the product. Watching this commercial for the first time many people’s reaction was that it is hilarious and simple. After studying the 30 second scene, you conclude when reading this analysis, the people writing these video ads put in a lot of details into their work and audiences they’re shooting for. In this ad for example, the detail they use are the music tone, appearances of the actors, and the brand logo with the visual appeal of a Bud Light glass of beer. They use all of this to entice the male audience to suggest they do whatever means necessary to get their hands on a “refreshingly smooth Bud Light” beer (Viralstuff 0:22).