Rhetorical Analysis Of A Budweiser Advertisement 'Lost Dog'

Improved Essays
n Belanger
Prof. Schrock
ENC 1102
8 October 2015
Budweiser: A Rhetorical Analysis
During the 2015 Super Bowl commercials a Budweiser advertisement, “Lost Dog”, had been released which accurately displayed the rhetorical strategies used in today’s media. This melancholy advertisement is a sequel of a previous Budweiser commercial that tells the story between the Budweiser horses and a high-spirited golden Labrador puppy that gets lost but eventually finds his way back home with more complications than you would think. Budweiser attracts their audience in with the adorability of these animals while subliminally sneaking in one of their products to make it an overall successful advertisement. Budweiser also did a great job in making their advertisement
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This makes the viewer worry about what is going to happen to the puppy. “Where is the puppy going?” some may ask. As we continue to ride on this emotional train of events the trailer that the puppy is riding in comes to an almost immediate halt to avoid an accident causing the puppy to jump out and run free through a busy city. Even more worrying is brought to the viewer as they hope the puppy does not get hurt running around in traffic as cars go by. The next scene shows the owner frantically handing out fliers and posting them to telephone poles. On the fliers there shows a picture of the puppy and the horse from a previous commercial strengthening the relationship between the two in the eyes of the viewer. The next scene shown has the greatest amount of pathos in the whole commercial and it creates such a powerfully sad image for whoever is viewing it. The scene shows the puppy inside of some metal shelter that he found slouched over while it is pouring down rain making anyone that has at least half of a soul feel some sort of sorrow for the poor little guy. After being only half way through the film you are already attached to the puppy and the relationships he has between the horse and his owner. More sadness is shown when the owner and the horse are back together in the barn. You can tell the horse is distraught and the owner tries calming down the horse as …show more content…
Ethos, as described in Writing Today is, “using the reputation, experience, and values of the author or an expert to support claims” (Johnson-Sheehan 147). During the course of the commercial there is never a speaker that could apply to this definition of ethos. If they were to add in a well-known celebrity as the owner they could have been more effective in their advertising strategy. Instead they have a white male who seems like a hard worker, and he looks like the type of person who would be appealing to the audience. Other males may think of him as a friend while female viewers might think of him as being attractive and caring because of the bond he has with his horses and

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