Bud Light Ad Analysis

Bud Light, a billion dollar producer of American style light lagers is well known to many, which is largely due to their effective means of advertisement. During Superbowl LVII, a commercial showcasing Miles Teller, his wife Keleigh Sperry, and their feel-good dance moves promoted the brand. By using these likable celebrities that have gained quite the following recently, the company was able to create an eye-catching commercial. To further their success they take a common unpleasant scenario that their target audience can relate with, and creates light in the situation by showing the attractive couple dancing in a playful way with each other while cheerful upbeat music plays in the background, overall helping to create a content feel-good

Considering it is an advertisement for an alcoholic beverage the age range is automatically 21+. Another telling factor is that the commercial stars Miles Teller who seemingly became an overnight sensation after his appearance in Top Gun: Maverick, where everyone seemed to fall in love with him and his charming looks. Not to mention the scenario that is being illustrated, being put on hold for an extensive amount of time, is something that countless millennials have experience with and can relate to the frustration that comes with it. The consumers might be more inclined to purchase this drink due to their personal likability of the actors of the commercial and because of the happiness that is instilled in the watcher through the music and

When used right, they can be extremely beneficial to the company as sales are more than likely to increase. Appealing to positive emotions is a commonly used persuasive concept that implements certain messages that are solely designed to arouse good feelings (Mullin, 2023a). More specifically in this advertisement we are seeing an appeal to happiness. In the advertisement we see a utilization of spunky dancing, smiling, and hear an upbeat tune that helps to create a sort of gleeful environment that causes a feel-good sensation within the viewers. By using these tactics and appealing to positive emotions Bud Light is successful in their advertising. They were able to create a long lasting and positive emotional effect within the viewer that they will then associate with the product when they see it, making them more inclined to purchase the product (Mullin, 2023a). These emotional feelings are shown to have a direct tie with consumer sales and were proven so in a study conducted by Hyun Hee Park, Jai Kwan Park, and Jung Ok Jeon, titled “Attributes of background music and consumed responses to TV commercials.” The study was a survey on the effect that background music could have in TV advertising. It focused on the different effects that background music has