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 …show more content…
while incentivizing you to buy their beer. From the very start of this advertisement, the lighting is clear and bright. The lights are bright without being harsh, and as the dog and his owner spend so much time outside, a majority of it is natural. Similarly to the lighting, the background music feels light and cheerful. Gradually, the lighting changes. As night falls, the man leaves, and the dog waits alone in a significantly darker house. The music fades as well, and it is so quiet as the dog waits alone for his owner to return that we can hear cars driving by as he whimpers to himself. As the text fills the screen, the music starts up again, yet it is slower and more melancholy than before. The words that appear are innately impactful, partly because of the simple coloring. White text on a black background is unassuming, leaving nowhere for the eye to turn when the message appears; “For some, the waiting never ended”. The words are displayed for several moments, long enough for the entirety of the audience to understand what the dog does not, that the man is not coming home. Thankfully, the text disappears, replaced by the words “But we can change that”. The next shot is of the dog again, but it is the dawn of a new day, and as the man comes home we can see natural light once again shinning behind him. The music swells, cheerful once more, as the man explains his reasonable decision not do drive home drunk, and the dog is again filled with joy. It is a well-established fact that dogs are a man’s best friend.
An overwhelming number of American’s grow up owning dogs, and even those of us that don’t have seen so many movies featuring loving dogs that the opening shot of a puppy resting in his owner’s arms fills us with joy. The dog is the star of this commercial, and throughout this commercial we watch him grow, always with his owner by his side. The owner himself doesn’t play a big role. We see the dog’s face before his, and even as the commercial progresses he’s shown generally either in wide shots interacting with the dog, or in short close ups of his hands and face. The only characteristic you could assign him is the one Budweiser intends; loving. This is not a bad thing per say, however the result is that the audience empathizes with the man’s supposed death because of the emotional significance it has for the dog, not out of fondness for the man. This makes it very easy for the majority of Americans, being dog-loving people, to apply this scene to their own lives. In reality, it is very unlikely that a one minute video vaguely condoning drunk driving will convince anyone to turn their lives around or seriously change their actions. What is does accomplish is leaving viewers with a warm happy feeling, as they see the dog reunited with his owner. They are left reassured that nothing terrible has happened, remembering this ad, and Budweiser,
favorably. The end result is a heartwarming commercial about the dangers of drunk driving, and a reminder that we all have someone waiting for us at home. However, as cynical as it sounds, nobody does anything for free. Budweiser wants you to be safe and happy, provided that you buy their beer. The dog is merely a prop to invoke instant empathy, while the man functions purely as a way into the story for the audience. More subtly, the music and lighting of the advertisement draw us even further into happy scene, but are change rapidly to alter the mood.
This analysis paper will analyze one advertisement picture that was produced by the mega food chain known as McDonalds. The ad is exuberantly promoting three cheeseburgers that the fast food chain is attempting to sell. The three cheeseburgers on the advertisement are the more popular attractions of the fast food chain including the “Angus Deluxe Third pounder”, the “Double Quarter Pounder with Cheese”, and the most famous one of all, “The Big Mac”. These three cheeseburgers have been the baseline for the McDonalds fast food chain ever since the restaurant opened. The burgers are also known world wide, making this advertisement is just a way to get the public to come and buy there food.
Sport is one of the largest mediums that corporations can utilize to get that mass message out to their customers. Many of us have different ways that “tickle” our fancy so to speak. What interests one does not necessarily interest another, but, even if one person can convince others to try a product or service a domino effect may occur. Corporations are always trying to “spice” up their advertisement. They probably do this to see if they can manipulate a consumer to try their service or product. For example, Budweiser has been running beer ads for many, many years and incorporated comedy into their commercials. They went from frogs to lizards to obnoxious acting. In my opinion, people are swayed by these tactics and tend to try a Budweiser beer more often than they had.
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.”
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.
A strong healthy dog is pulling a wagon of a pretty bag of dog food that looks healthy and tasty. The dog food sets perfect and looks great in the wagon. The little puppy is pulling this big wagon of dog food up a steep winding road, to show his strength from eating Beneful dog food. The wagon with the dog food in it says “Incerdibites Bring out the incredible in your small dog. The advertisers attended audience is anyone who owns a small dog. The ad also says “it’s not the size of your tail it’s how you wag it. That statement is saying even though it’s a small puppy. It’s how they wag it by being happy if they eat the right dog food. This ad uses a lot of detail and color, which really makes it stand out. They use a very pretty back ground setting very dark green grass, a dark blue sky, with a pretty yellow sun, and clouds, a very pretty tree that’s very colorful and destruct! The ad really sticks out by all the detail and color. The advertisers are trying to show if your little dogs eat Beneful dog food, they can pull this wagon up this steep road too and they will be top of the l...
The Letter from Birmingham Jail was written by Dr. Martin Luther King Jr. in April of 1963. Dr. Martin Luther King Jr. was one of several civil rights activists who were arrested in Birmingham Alabama, after protesting against racial injustices in Alabama. Dr. King wrote this letter in response to a statement titled A Call for Unity, which was published on Good Friday by eight of his fellow clergymen from Alabama. Dr. King uses his letter to eloquently refute the article. In the letter dr. king uses many vivid logos, ethos, and pathos to get his point across. Dr. King writes things in his letter that if any other person even dared to write the people would consider them crazy.
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
Advertisements are a way to get people to see their product or hear what they have to say about it or just what they have to say in general. This commercial was made by Budweiser. Budweiser is a company that makes and sells beer to adults. Their commercial shows that just because they sell alcohol does not mean they are okay with drunk driving. The commercial uses both pathos and ethos to show us what they want us to take away from it. They use this commercial that plays with our emotions to show us a piece of how we would feel if we lost someone, and its goal is to make us want to make sure no one that cares for us will ever feel that way. It was shown at a time that makes it most effective, during the super bowl while people are drinking
Pollan’s article provides a solid base to the conversation, defining what to do in order to eat healthy. Holding this concept of eating healthy, Joe Pinsker in “Why So Many Rich Kids Come to Enjoy the Taste of Healthier Foods” enters into the conversation and questions the connection of difference in families’ income and how healthy children eat (129-132). He argues that how much families earn largely affect how healthy children eat — income is one of the most important factors preventing people from eating healthy (129-132). In his article, Pinsker utilizes a study done by Caitlin Daniel to illustrate that level of income does affect children’s diet (130). In Daniel’s research, among 75 Boston-area parents, those rich families value children’s healthy diet more than food wasted when children refused to accept those healthier but
In a quote by John Mill, “Does fining a criminal show want of respect for property, or imprisoning him, for personal freedom? Just as unreasonable is it to think that to take the life of a man who has taken that of another is to show want of regard for human life. We show, on the contrary, most emphatically our regard for it, by the adoption of a rule that he who violates that right in another forfeits it for himself, and that while no other crime that he can commit deprives him of his right to live, this shall.” Everyone’s life is precious, but at what price? Is it okay to let a murderer to do as they please? Reader, please take a moment and reflect on this issue. The issue will always be a conflict of beliefs and moral standards. The topic
The movie trailer “Rio 2”, shows a great deal of pathos, ethos, and logos. These rhetorical appeals are hidden throughout the movie trailer; however, they can be recognized if paying attention to the details and montage of the video. I am attracted to this type of movies due to the positive life messages and the innocent, but funny personifications from the characters; therefore, the following rhetorical analysis will give a brief explanation of the scenes, point out the characteristics of persuasive appeals and how people can be easily persuaded by using this technique, and my own interpretation of the message presented in the trailer.
Jonathan Kozol revealed the early period’s situation of education in American schools in his article Savage Inequalities. It seems like during that period, the inequality existed everywhere and no one had the ability to change it; however, Kozol tried his best to turn around this situation and keep track of all he saw. In the article, he used rhetorical strategies effectively to describe what he saw in that situation, such as pathos, logos and ethos.
The Budweiser advert is sat in a bar; the drink is a beer and has a