Since 1941, commercials have become a staple within television and broadcasting. With spectacular visuals and enhanced cinematography, commercials have managed to draw their audiences in. Nowadays, it is extremely rare to find commercials with a heartfelt story, excluding the ones for St. Jude Children’s Hospital and the SPCA. However, I have found two commercials that contain a touching story and I will analyze them in this essay.
Both of these commercials were made for Anheuser-Busch Companies, known for brewing Budweiser beer. The company was founded in 1876 by Eberhard Anheuser and his son-in-law, Adolphus Busch, who came to America as a German emigrant in 1857. Since then, Anheuser-Busch Companies has grown to become the world’s largest
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The first commercial is titled, “Clydesdale American Dream”. This was first aired during the 2006 Super Bowl. The advertisement opens with 3 Clydesdale horses running freely on the fields of a nearby farm. Next, a red Budweiser wagon is shown in the middle of a barn and a young foal galloping in. The foal then puts its head in the yoke attached to the wagon and attempts to pull it, but to no avail as the foal is still too young. The farmer’s Dalmatian dog tries to help, but there are no successful results. On the barn’s other entrance, two adult horses can be seen, watching with interest. As the music swells, the young horse is seen coming out of the barn, pulling the wagon. However, the young foal doesn’t know that the 2 adult horses are behind pushing the wagon. The commercial’s final shot is the farmer and the Dalmatian, with the farmer saying, “I won’t tell if you …show more content…
Busch was the 2nd youngest of 22 children and did not expect to inherit any of his father’s estate. In order to pave his own way, Busch emigrated with three of his older brothers to St. Louis, Missouri. The commercial follows Busch’s journey on a boat where he is thrown off his bed and hits a wall due to the rough conditions at sea. When Busch first arrives at New Orleans, he is immediately hit with harsh remarks of “you’re not wanted here‘ and “go back home”. He eventually takes another boat to St. Louis, where he is met with great difficulties. The boat catches fire and he is forced to swim to land and trek through unknown territory in cold clothes. He and a group of people are eventually brought to St. Louis by sitting in a small boat. The final scene shows Busch meeting Eberhard Anheuser, his future father-in-law and business partner, in a local bar. A screen shows a white background with the words, “when nothing stops your dream, this is the beer we
The company launched an initiative collaborating with the “Lyft”, which will provide free rides for drunk customers [8]. This indicates the amount of dedication the company has towards its customers. It also provides tours to customers across the 12 flagship breweries in the United States [9] and would also help customers with samplers. Any company that values its customers would become a great success and Anheuser Busch has proved this again. It also values its employees making sure every one of them feels like an owner and everybody would work as considering the results to be personal [10]. All these put together has helped the ANHEUSER BUSCH to brew beers that are loved by their customers and in making it the leader of its domain of
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.
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
I have always been a sucker for animals. That’s why I chose this for this week’s assignment. The ad that I chose is https://www.youtube.com/watch?v=E0HI4DAmVDo. It is a Budweiser commercial called “Clydesdales Brotherhood.”
In their advertisements, the St. Jude Children’s Hopsital Research Foundation packs their thirty second commercials with as many rhetorical appeals as possible. The purpose of these celebrity-endorsed commercials is to encourage viewers to donate to the foundation, and the producers have creatively inserted various rhetorical appeals in hopes to sway viewers to open their wallets. By using an immense amount of rhetorical appeal; including ethos, pathos, logos, and kairos, the St. Jude Children’s Hospital Research Foundation has successfully created an informative and heartfelt commercial that has inspired many to donate to medical research for children.
Yet this “Oreo Cookie” commercial is perhaps the most remarkable. First, she twists the cookie apart and then, this cute little girl with her hair in pigtails proceeds to dunk the cookie in a tall glass of milk, submerging her entire hand. The camera then shifts to show the child’s grandfather eating the cookie in the same manner. This advertisement aims at leading audiences to reminisce of the simple pleasures of their childhood, like enjoying a cookie.
The commercial described in Scholes composition is a “well-known Budweiser commercial which tells…the life story of a black man pursuing a career as a baseball umpire” (Scholes, p. 620). Scholes feels that this commercial elegantly proves his theory that video texts can hold a viewer captive and control his thought pattern through the use of visual effects, narrativity, and of course, cultural reinforcement. The commercial itself tells the story of a young black man, working as an umpire in the minor baseball leagues, risen from the provinces, having overcome great racial tension throughout his life, who “makes it” as he is accepted by a white manager after making a close call during a game.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
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
Ram’s commercial about why God made a farmer first aired on super bowl Sunday 2013. The commercial started off by looking over a field and the narrator starts by says “and on the eighth day god looked down on his planned paradise and said ‘I need a caretaker’ so God made a farmer”. The commercial carries on from there showing only pictures of farm land, animals, farm equipment, farmers and families. The farmers are of all colors, ages, and sexes. While the pictures are rolling the narrator is still talking in the back ground, explaining all the reasons God created a farmer. He needed someone, “willing to sit up all night with a newborn baby colt, watch it die, dry his eyes and say ‘maybe next year’… will finish a 40 hour week by noon Tuesday and then paining from tractor back, put in another 72 hours… somebody who’d bale a family together… sign and reply with smiling eyes when his son say that he wants to spend his life doing what dad does”. Then at the end shows the Ram’s truck logo and also the FFA ...
The commercial emphasizes an altruistic parent-child relationship throughout. It shows all of the incredible ways a father sees his daughter grow through her first years of life and the impact she has on him. Using this relationship coupled with the nostalgia-inducing music played throughout the commercial provides the audience with a feeling of saudade that shapes the advertisement.
The commercial that I chose as my favorite commercial from the night was the Colgate Save Water commercial. The creators of the advertisement used all three of the modes of persuasion: logos, ethos, and pathos to appeal to the target audience. Knowing that over 100 million people would be tuning in to view the Super Bowl game as well as the commercials, the creators knew what appealing approach to take regarding the audience.
There is a reason why people are always happy in the world of commercials. By associating positive feelings with the product, the a...
This paper will analyze an ATT commercial according to audience, purpose, context, ethics, and stance. The focus will emphasize the audience which the aid is trying to reach and how they do so.
Many East Asian companies’ including Thai life insurance made many heavily emotional commercials in the year of 2014. The main purpose of the visual was to appeal to the audiences emotions, making them “bawl and sob as their hearts melt” (Taube). Even though the commercial was only supposed to be on TV screens, it has made “its way to computer screens around the world” (Taube). But compared to the other commercials TVC Thai Life Insurance’s “Unsung Hero” television commercial uses repetition, slogan, and transfer to convey the idea the giving without expecting anything in return is a worthwhile enterprise.