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Textual Analysis Of Bud Light Ads

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The Ultimate Fantasy

While flipping through the television at any given point in the day, you are sure to find commercials starring stick thin women prancing around with little- to no clothing on. Usually, these advertisements do not have much to do with the product the company is trying to promote. Instead, they focus on the attractive women who are the focal point of the ad. It as if the companies are trying to seduce men in order to get them to try their new products. Bud Light is a company that is known to use this method of advertising. This technique is used in many alcohol advertisements and promotes temptation.
Women first started appearing in alcohol advertisements in “the beginning of the 20th Century, [but,] most alcohol ads were minimalist and abstract” (Wilkerson 1). These types of ads were paintings, or prints that featured women serving alcohol to men, not drinking it. It was not until the late 50s and early 60s when women were shown drinking the alcohol being promoted. It was around this time when the ads …show more content…

It is a Bud Light Lime commercial titled “The Ultimate Fantasy”, and was created for the UFC Fight Night in 2012. The first scene in the commercial shows a pretty lady squeezing lime juice down her cleavage. Then, the camera pans out to show her whole body, slow motion, from head to toe. In short, it is forty-two seconds of a nearly naked lady, rolling around in limes, speaking in a seductive tone, batting her eyelashes asserting that Bud Light Lime is all anyone would need to have the perfect night. She even insists that she is “the perfect fantasy”, which is suggesting that breasts and booze are all men dream of. The overall tone of this commercial is mysterious and provocative. The actress in it has a flirtatious, playful composure throughout the ad. By focusing on the girl in this ad, Bud Light was aiming to please men, which are their primary

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