Rhetorical Analysis Of A Hero's Welcome

An empty airport. Two separated souls embracing after a long year’s wait. Greatly anticipated joy. Smiling faces. Tear-filled eyes. These emotions are so deeply portrayed in Budweiser’s “A Hero’s Welcome” commercial, depicting the homecoming of Lt. Chuck Nadd following his deployment in Afghanistan. Although a heartwarming video, critics argue about its sincerity. Is Budweiser trying to provoke tears in the eyes of its audience to promote support of the armed forces, or was it a video exploiting their service in an effort to sell cheap beer?
Nadd, a Black Hawk helicopter pilot and operations officer, was able to return home from deployment a week and a half early for a speaking engagement in his home state of Florida. According to a local

newspaper, the parade was a complete surprise for Nadd, who had been told he was on a public affairs assignment to speak to war veterans in his hometown. Unbeknownst to Nadd, Budweiser planned to video his homecoming and create a commercial to be aired during the 2014 Super Bowl. Outfitted in his Army camouflage, the video shows him coming down the escalator in a seemingly empty airport and into the waiting arms of his fiancée, Shannon Cantwell, a resident of Washington D.C. The camera cuts to the arrival in Winter Park, Florida. The words “We gave him a homecoming he’d never forget” flashed on the screen. A red SUV is driving down the road as the P. Diddy/Skylar Grey song “Coming Home” plays softly in the background. It drives past a big red barn with the words “Welcome Home Soldier” displayed proudly in white letters. As the car enters the town, hundreds of friends, family, and war veterans greet his homecoming with red, white, and blue signs saying, “We Love Chuck,” “Welcome Home Chuck!” and other signs of love. A man in a VFW hat greets Nadd with a hug as he steps out of the car saying, “Welcome home, Chuck. This is all for you.” A parade takes place, complete with cheering, clapping, confetti flying through the air, and big smiles on all the faces. Nadd and his fiancée appear in the parade, riding on a wagon pulled by Budweiser’s iconic Clydesdale horses. The camera shows Nadd’s mother in the crowds, jumping up and down and waving an American flag with excitement. The tearful embrace between the two of them is touching, and people continue to cheer as they witness this special occasion. Words appear on the screen saying, “Every soldier deserves a hero’s welcome.”
When people think of beer commercials, they do not normally think warm fuzzies. Most beer commercials are targeted towards men, particularly commercials with pretty girls and keg parties tend to draw their attention. Younger men like football and beer. Perhaps the military wants to recruit those younger men. However, the marketing crew at Budweiser had to account for the people that watch the Super Bowl, both men and women. This commercial targets military communities, particularly the heroes in the military and the families that have sacrificed them, and small town citizens like the ones in the commercial that threw the celebration. Many people understand the sacrifices that American troops make, and how others around them are affected. Budweiser wants the audience to know that they understand the sacrifices being made by troops and families alike. What better way to honor and salute these families than through a commercial centered on a soldier’s homecoming?
The video appeals to the audience with the phrase “Every soldier deserves a hero’s welcome.” Not only does it raise people’s awareness for honoring soldiers who have fought or who are currently fighting for our nation’s security, but the effects of his homecoming demonstrate pathos.

In the song “Coming Home,” Skylar Gray sings the words, “I’m coming home, I’m coming home, tell the world I’m coming home, let the rain wash away, all the pain of yesterday.” This communicates the relief and joy that Nadd’s loved ones felt at his homecoming. The parade, complete with American flags and war veterans, portrays a feeling of pride for not only this welcomed soldier, but also all American soldiers. The happy tears, screams of joy and delight, and the clapping of the crowds draws out the intended response: emotional and heartwarming.
Think about being at a Super Bowl party. All the guests are screaming and rooting their team to victory. This commercial comes on during a break. The room probably went quiet. Goosebumps appear on arms, throats feel as if there are giant lumps inside, and tears begin to trickle down faces. People whisper and murmur about what this commercial could be advertising. Perhaps it is asking for military donations. Maybe it is a military recruitment commercial. The commercial does not tell what it is advertising until well into the video when it flashes the Budweiser

logo.
Cantwell, Nadd’s fiancée, had nominated Nadd and his unit to be featured in a parade to honor military personnel. Nadd was under the impression that he would be speaking to veterans, and became slightly suspicious when his fiancée met him at the airport when she was not even supposed to be in town. Nadd was shocked as he stood in amazement when he saw his community gathered to welcome him back.
Many have argued that this video was created just for the sole purpose of Budweiser’s promotion. However, according to a local newspaper, Nadd’s hometown, Winter Park, had planned the parade to celebrate his arrival. Budweiser then proposed that they videotape his homecoming for their commercial. The town was honored.
On the other hand, people have argued, “what about the other troops?” What about the other troops who had no one to come home to?

What about the troops who face post-traumatic stress disorder when they return to civilian life? What is Budweiser doing to help them? Some people viewed this commercial as a scam in order to sell beer. The emotional citizens and veterans who lined the streets in the parade are said to be mere props in the production to boost beer sales. Nadd may have even been paid to shoot this commercial. One of Budweiser’s goals in producing this commercial was that by seeing the sweet homecoming of a soldier, it would raise “awareness” amongst the community so that people would see the heroes around them. While this may be a good thing to do, exploiting their service in order to sell beer is not. Soldiers deserve way more than a sixty-second video that provokes teary-eyed Americans to buy more beer. More than that, this commercial almost makes Americans feel as if by watching this commercial, they would have done their part by thanking and supporting the soldiers without even leaving their living room

couch.
This video’s intentions were to do two things: sell beer and raise military awareness. Budweiser did an excellent job selecting a theme for their commercial that would strike the hearts of proud Americans in a way that would stir up their emotions and yet make them seem heartless to turn off the television during the commercial. However, there may be people whose hearts are not touched by this commercial. Not all Americans are “proud.” Not everyone feels the obligation to welcome home our military. Maybe some do not agree with the government or even what the government commands the military to do. Whatever the case may be, these brave men and women are sacrificing their lives for our safety. Because Budweiser bought a sixty second commercial to air during the Super Bowl, not only did it increase their sales, but it also promoted appreciation for the sacrifices being made.