Ordinary advertising consciously shape the pattern of life is the basic function of fashion, excellent advertising is likely to be a carrier to create life poetic art, at the individual and group, human and nature, the present and history of multiple correlation of life "enrichment" and "play" poetic creation. According to McLuhan, he think advertising is a vast field (group) to a narrow space (individual), advertising also could narrow space for the majority of areas(McLuhan, 1994). The two-way movement can be fulfilled, which can create the poetic life of, the key is whether advertising producers can have the feelings of history and cherish the heart of all things.
The basic function of advertising is frivolous fashion symbol for "gravity" magic, to obtain the weight of the "meaning" and sanctification. McLuhan thought of advertising is very much the same the activities of the program of brainwashing, the reasons for the success of it is to rely on storm deep unconscious principle(McLuhan, 1994). Through the hypnotic effect of advertising, fashion symbol not only has the "meaning", and because "possessed" and become a magical charm of idols. Therefore, hawk, hammer and adorno states that "the victory in the advertising in the culture industry is in: although consumers through advertising tricks, still can't help to buy and use its products" (McLuhan, 1994).
For this Budweiser Super Bowl XLVIII Commercial -- "Puppy Love", by a small dog and horse's feelings as the main line, explained the "Puppy Love" fine, it constructed a special kind of magic, let the consumer can't help in his body, and then remember the many Super Bowl XLVIII, then the consumer want to buy and drink this product.
Advertising can be divided into two levels: general advertising theory to inform, to persuade. At the same time can also be combined with "entertainment", highlight the "entertaining" advertising. "Inform", that is, to communicate to the consumer product the