A Rhetorical Analysis Of Best Budweiser

Budweiser is a popular American beer company founded in 1876 in Missouri. They have been producing many commercials for different events, such as a tribute to 9/11 and Super Bowl commercials. The company Budweiser created an advertisement called, “Best Buds” that aired during the 2014 Super Bowl. In this advertisement, a small labradoodle runs away from its owner and ventures into a local farm. The labradoodle befriends a pony only to be taken away from it and returned back to its original owner. However, the labradoodle and the pony go to great lengths to be together, and eventually win their owners over, staying together. This commercial emphasizes loyalty by choosing a puppy, which is considered to be the most loyal of all pets. Budweiser

This theme is a great example of how pathos was incorporated into the advertisement. Pathos was first seen when the advertisement opened to a group of puppies. Animals are an easy way to get the attention of the audience because who wouldn’t want to watch an advertisement about a puppy? Pathos continued as the puppy ran off, meeting a horse and becoming instant best friends, toying with the emotions of the audience. It only escalated with the pony and the puppy couldn’t be together, because the owners kept bringing them home. Eventually, the owners resign and allow the puppy and pony to be together. This relationship keeps the audience’s attention throughout the commercial, and was essential in the success of it. Ethos was incorporated in the commercial by being played in the Super Bowl itself. Commercials in the Super Bowl are highly selective, so having the “Best Buds” commercial played, demonstrates the credibility Budweiser has to the audience. The commercial did not incorporate any logos. Overall, analyzing the rhetorical situation can help provide information that aids strategic, structural, and stylistic decisions about the

With the advertisement not being very masculine, it immediately appeals to females due to the sad tone, demonstrated by the absence when the pony and puppy are not together. The advertisement could also appeal to young children because of the use of animals, such as the puppy and pony. However, the advertisement most likely appeals the men the most, those of legal drinking age because of it advertising beer. Appealing to different audiences is crucial from a marketing standpoint, bringing in more consumers. The tone of the advertisement goes from very sentimental to happy. The change in tone helps grab the viewer’s attention even more. Analyzing the level of formality, the advertisement is noticeably not formal, which in this case works due to how the advertisement is structured. Considering the advertisement and the strategies that went into creating it, the audience feels a sense of loyalty not only to the puppy and horses’ relationships but to Budweiser and their