Budweiser commercials are primarily aimed to arouse emotional resonance from its viewers – use of pathos. Budweiser has been one of the top companies for advertisements of their product over the years. Every year, companies have competed against each other for time to commercialize their products during one of the biggest televised events, the U.S. Super Bowl. Instead of the usual “party tone” of cheap laughs and jokes, Budweiser has produced a heartwarming façade to bring great amounts of attention to their alcoholic beverages. Budweiser has released two commercials during the Superbowl that are meant to connect with their audience on an emotional level; “Puppy Love,” a story about the friendship of a puppy and a horse, and “A Hero’s Welcome,” a story of …show more content…
The opening scene of the commercial shows the man bringing home his Labrador puppy and continues to depict their story as they both age and mature. One day, the man is shown leaving his dog to go drink with his friends. At the climax of this commercial, the Labrador is shown to be distraught and anxious for the return of his owner. The commercial then fades to black and shows the text “For some, the waiting never ended.” The blacked out commercial then opens with the statement “But we can change that.” Come the next morning, the owner returns home and explains to the dog that he “stayed at Dave’s,” because he did not need to drive home with obvious referral to his sobriety. The commercial ends by imploring the audience to “Make a plan to make it home. Your friends are counting on you,” discouraging its audience against drinking-and-driving. Budweiser reaches its massive audience by presenting serious subject matter in a nonthreatening or an impious