Budweiser: Best Buds, 2014 (https://www.youtube.com/watch?v=7p_3lITiK_Q) Budweiser has had success of the years for the influential advertisements, especially the ones which view during the Superbowl. However, Budweiser does not employ the central route technique of persuasion, suggesting the peripheral route is just as successful. There is not a clear communicator in this advertisement; there is not direct speaking so the advertisement relies on a different form of communication. There are four significant communicators of the message; the puppy, the horse, the dog breeder, and the farmer – none of which speak directly about the beer. The premise of the advertisement is that the puppy and the horse are best friend who do not want to be separated and the farmer keeps them united. The animals gain favor with the viewers simply because they are cute. Likewise, the male and female actors are attractive and the viewer wants to be associated with like individuals and ideas of friendship. The key to this advertisement is that the actors represent the demographic Budweiser caters to; the working or middle class, good, all American people.
…show more content…
It appeals not to any logic that one beer is better than another, but appeals to human emotions of friendship and love, in turn associating Budweiser with such things. In all honesty, people will remember the puppy and horse and “cute” aspect of the commercial more than anything, which gives Budweiser the advantage of sticking in the viewer’s mind. If there is any debate over what sort of beer to purchase, as if personal taste was not a factor, the first beer to come to mind would most likely be purchased; therefore, Budweiser does everything possible to make their ad different from the rest in order to stick out. Additionally, the song used in the ad was very popular at the time, perhaps in hopes of creating a memory association when the song is heard
It appeals not to any logic that one beer is better than another, but appeals to human emotions of friendship and love, in turn associating Budweiser with such things. In all honesty, people will remember the puppy and horse and “cute” aspect of the commercial more than anything, which gives Budweiser the advantage of sticking in the viewer’s mind. If there is any debate over what sort of beer to purchase, as if personal taste was not a factor, the first beer to come to mind would most likely be purchased; therefore, Budweiser does everything possible to make their ad different from the rest in order to stick out. Additionally, the song used in the ad was very popular at the time, perhaps in hopes of creating a memory association when the song is heard