Preview

Budweiser Ad Analysis

Better Essays
Open Document
Open Document
1278 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Budweiser Ad Analysis
An Ad Analysis of Budweiser: The Great American Lager What does beer do for you? This is the question you may ask yourself when thinking about buying a six pack of beer for a party, getting ready to socialize, or just hang out and relax with some friends. In their advertisement campaigns, Budweiser attempts to embody these situations in a way that will leave you thinking that you need Budweiser. Budweiser creates a setting in their ads that their target audience will be compliant with. Often times, beer advertisements formulate in images that idolize a man’s perspective, and portrays men as the protagonist of the fun and humor, as well as objectifies women.
It is common for companies to use sexual persuasion in their ads by using images of attractive and barely clothed women. Sexual persuasion is used especially when trying to sell to men, but can also be persuasive to women. This advertisement was from a sports illustrated swimsuit edition in 2008. It depicts an Olympic track and field athlete Brianna Glenn, posing in a swimsuit and red stilettoes, next to a super-sized, dripping Budweiser beer. This ad also contains a red background, the Budweiser logo, and their slogan “the great American lager”. The use of this attractive, Olympic athlete, wearing nothing but a bikini uses several ad strategies. This ad uses an Olympic athlete, as a timing strategy. This ad most likely came out around the same time as the Beijing Olympics, so the track and field star is relevant in what people are already paying attention to at the time, which brings more attention to their product. We see this often in sponsorship at games, where a company is able to insert itself into a facet of our interests. Also, having an American athlete pose in their ad during the Olympics reminds the audience of Budweiser’s credibility as the “Great American Lager”. The most prominent persuasive strategy used in this ad is using sexual images to create interest in their product. Many companies



Cited: LaTour, Kathryn; LaTour, Michael S; Zinkhan, George, M. “Coke is It: How stories in childhood memories illuminate an icon” Journal of Business Research, Pg 328-330 Gillum, Scott. "Why Sex Sells." Forbes. Forbes Magazine, 25 July 2011. Web. 26 Sept. 2013

You May Also Find These Documents Helpful

  • Good Essays

    The audience of this commercial is men, women, children, beer drinkers, and football watchers. This commercial is shown to men knowing that men drink beer. This commercial was also shown during the super bowl knowing men will be watching football and the commercials. It is shown to women in hopes to get an emotional response. It is a woman’s instinct to show emotion…

    • 534 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Old Spice Analysis

    • 835 Words
    • 4 Pages

    Commercials are always targeting specific audiences with certain angles or visuals in the ad, for example, the Old Spice Company is a male deodorant and body wash producer but in this commercial the spokesperson is trying to convince women that they want their men to wear Old Spice. This particular ad is directed towards audiences that are couples, and even single males who want to appeal more to the women. The…

    • 835 Words
    • 4 Pages
    Satisfactory Essays
  • Better Essays

    The ethos in any advertisement for Budweiser is that they are known as the king of beers. Many people know around the world of Budweiser and their logo. This gives them the ability to get viewers hooked on the advertisement from the start by just showing a logo. In the first Budweiser advertisement I looked at there are two Caucasian males having a good time after a game of golf. In the advertisement it says "The best part of an active afternoon is the relaxation that follows. Nothing like talking over the game, over a bottle of Bud”. This appeals to the viewer that may be finishing up a great day on the course and the ad tells you that there is no better way to finish it up other than sitting down and drinking a cold Budweiser. It also says "when you know your beer, it 's bound to be Bud" which says that if you know the great taste of beer then you can expect it coming from a Budweiser. The ethos in this advertisement comes from Anheuser-Busch 's statement "the beer brewed by the costliest process known... the beer so superior that it has pleased more people than any other beer in history". This gives Anheuser-Busch the credibility that their product is superior to any competing brands. It also gives the reader the impression that their ads are worth reading or watching.…

    • 849 Words
    • 4 Pages
    Better Essays
  • Good Essays

    An advertiser’s main goal is to make money by any means necessary. Therefore, it is no surprise that advertisements in the media today are preying upon young women’s insecurities and producing more and more advertisements that show how sex sells in the media. Throughout virtually any magazine or image in the media, a reader will find more women than men shown in the advertisements. Some of these advertisements include women interacting with men in a sexual manner, women wearing the slightest bit of clothing, if any, and women posing in provocative ways to sell a certain product. Virtually all of these advertisements and media images portray women who are extremely thin, sexy, and seductive in order to sell the products to either male or female consumers. Interestingly, the male consumer products that are advertised include women either being promiscuous with other women, or with men, while female consumer products only sometimes include men, yet nevertheless portray women seductively, beautifully, and in a way that appeals to men. The above collage helps showcase how advertisers use the idea that “sex sells” as a way to objectify women and hold them to the highest standards of beauty, thinness, and attractiveness to men, while simultaneously suggesting that in order for products to sell, women must sell the products in a sexual manner.…

    • 529 Words
    • 3 Pages
    Good Essays
  • Better Essays

    Men on Display

    • 1288 Words
    • 6 Pages

    Susan Bordo describes the ways men can alter an advertisement, and how the way they dress and behave in the advertisement can change the perception of them. Some advertisements that centers around men are used for the sole purpose of exuding sex appeal. Campaigns advertising products such as cologne and fashion use this approach abundantly, mainly to get people’s attention. When men are illustrated this way, it is much more controversial because men are perceived more in a feminine way. As Susan Bordo states, “It is feminine to be on display” (Bordo, 135). Males exuding femininity is not completely accepted in today’s culture because of the stereotype that men should be authoritative and burly men. This approach was used in the Gucci Underwear advertisement that Bordo described in her first chapter. Other ways that an advertisement can showcase a man is by perceiving them as “heterosexual” (Bordo, 145) and a stereotypical burly man. When males are perceived as manly men in an advertisement it appeases to a more homophobic group of people. Bordo believes that it should be just as accepted in todays culture for men to be the center of sexual and risky ads just like it is for women.…

    • 1288 Words
    • 6 Pages
    Better Essays
  • Satisfactory Essays

    The rhetorical appeals are included in the BudLight ad to persuade the audience to drink BudLight. This BudLight advertisement uses pathos to appeal to men’s emotions and make them want to buy their product. It uses sex appeal to make the advertisement more engaging to men. There are very few beer advertisements that do not include women in them. Budweiser uses a more mainstream and traditional sex appeal to sell their product to a certain type of client. The women in the picture are both Caucasian and the couple in the ad is a straight couple. In this ad, Budweiser is appealing to a certain type of American, a more traditional one. They make their product seem lavish and they appeal to a more high-class audience than other beer companies. Budweiser assumes that having these types of women in their advertisements helps their company sell more products. They are correct with their assumption because they have been very successful with their products thanks to all of their advertisements with beautiful women in them. They try to encourage beer enthusiasts to buy their beer instead of any other beer.…

    • 699 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    The target audience is both males and females in their late teens to mid twenties. This company gets the male side of the equation by getting their attention and interest drawn to an attractive woman scantly clad holding a bottle of beer. That is a way that they try and get the females and males to look at the advertisement and read it. They try to portray very attractive people who seem powerful and sure of themselves. One way that you can achieve that is if you drink Miller Lite Beer.…

    • 706 Words
    • 3 Pages
    Good Essays
  • Good Essays

    We live in a fast paced society that is ruled by mass media. Every day we are bombarded by images of, perfect bodies, beautiful hair, flawless skin, and ageless faces that flash at us like a slide show. These ideas and images are imbedded in our minds throughout our lives. Advertisements select audience openly and subliminally, and target them with their product. They allude to the fact that in order to be like the people in this advertisement you must use their product. This is not a new approach, nor is it unique to this generation, but never has it been as widely used as it is today. There is and old saying "a picture is worth a thousand words" and what better way to tell someone about a product than with all one thousand words, that all fit on one page. Take for example this ad for Hennessy cognac found in Cosmopolitan, which is a high, priced French liquor. This ad is claiming in more ways than one that Hennessy is an upscale cognac and is "appropriately complex" as well as high-class liquor. There are numerous subliminal connotations contingent to this statement.…

    • 803 Words
    • 4 Pages
    Good Essays
  • Better Essays

    Pepsi Rhetorical

    • 1183 Words
    • 5 Pages

    Zinkhan, George, Michael LaTour, and Kathyrn LaTour. "Coke is It: How stories in childhood memories illuminate an icon." Journal of Business Research. (2008): 328-336. Web. 21 Feb. 2014. .…

    • 1183 Words
    • 5 Pages
    Better Essays
  • Better Essays

    Anheuser-Busch Inc. is a dominating global leader in the beer industry, specifically in the United States. Its roots can be traced all the way back to 1852 from the Bavarian Brewery in St. Louis MO when Adolphus Busch traveled from Germany to join his father-in-law. In 1876 Budweiser was founded and rooted its brand in values, ethics, and quality. These core staples of the company evolved all the way to 1982 when Bud Light was introduced. Today Bud Light is the best selling beer in the U.S. and the #1 beer sold by volume in the world. Let’s take a look into the marketing mix that makes this product so successful.…

    • 953 Words
    • 4 Pages
    Better Essays
  • Good Essays

    Ad Analysis: Skyy Vodka

    • 789 Words
    • 4 Pages

    There is a heavy pathos appeal to this advertisement. The objective of this ad is to show sex appeal that makes consumer’s who are of drinking age want to purchase…

    • 789 Words
    • 4 Pages
    Good Essays
  • Better Essays

    This commercial uses many strategies to present their argumentation. Although there is no direct narration in the commercial, there’s a story that is told. There’s dialogue between the two friends running down the hill away from the bear. Comparison and contrast were used to compare how scared they were when they were running from the bear to when the guy put the beer on the rock; the other guy gained the courage to go take the beer. The bottle of Bud Light was used to illustrate the powers of the beer. It showed that the guy supposedly saved himself from the ferocious grizzly bear by using the beer. That shows how this beer would affect someone’s judgment and thought process when faced with a life or death situation. He could…

    • 1279 Words
    • 6 Pages
    Better Essays
  • Good Essays

    Sex in Advertising

    • 898 Words
    • 4 Pages

    The problems associated with sex in advertising are overlooked. One ad designer said, “it’s supposed to be funny. People shouldn’t take it so literally and seriously. It’s just advertising” (p 596). But advertising is serious because it affects everyone’s lives. It impacts everyone since we learn about society through it. In sex ads, we learn that women are just objects and we can do whatever we want to them. It is offensive to women and causes insensitivity to them. It basically says “hey, look at me, I’m sexier than you.” Women in society start believing this and it results in a lower self-esteem and it could eventually lead to male domination. Advertisements capture the attention of everyone, but what we don’t realize is that it also catches the attention of children who are not ready for these types of ads. This is a major problem in the American society.…

    • 898 Words
    • 4 Pages
    Good Essays
  • Good Essays

    The quote “For some, the waiting never ended. But can change that,” reflects urgency to make change. Towards the end, the advertisement message says that drinking is not always a use for seeking pleasure and damaging for those who take precautions when doing so. Unlike other beer commercial where those companies promote more sexual theme. Whereas, Budweiser strayed away from that trend and found a way to reel in new customers and shed light on drunk driving. To make advocate drunk driving even more Budweiser used a character who showed the characters of an everyday…

    • 1040 Words
    • 5 Pages
    Good Essays
  • Better Essays

    Commercials contain content of cultural notions about gender – real and imagined – or over stated. They establish what is the norm for gender. The ads may affect the way people perceive their own gender identity and also perpetuate pre-conceived ideas about it.…

    • 1033 Words
    • 5 Pages
    Better Essays

Related Topics