Every year during the Super Bowl, everyone looks forward to seeing new commercials. These commercials include a new Budweiser advertisement. Budweiser has made marvelous improvements over the years. From the toads to puppies, to the now well known Clydesdales, Budweiser has shifted it's main focus is prevalent in all recent ads. This is the idea that Budweiser is a "family" type beer, and made for all to drink. Although lacking in logos, I argue that the advertisement effectively convinces the audience to purchase Budweiser Beer through the use of ethos and pathos.
Budweiser effectively uses ethos in the advertisement to sell the product. For example, the donkey is shown pulling a cart in practice with a six pack of beer in the back using the “Clydesdale pull and walk”. The Budweiser logo is …show more content…
By showing this logo in front of the new team of Clydesdales and donkey, the audience feels happy for the little guy because he just worked hard and got to where he wants to be. This shows that hard workers drink only the best beer there is. And so like the donkey, if you want to achieve your goals and dreams, you too should drink Budweiser beer.
Another way this advertisement shows its use of pathos is the music at the end. The music gradually goes from "magical" sounding to sounding very happy, but still magical or royal sounding. This is effective because the audience feels the emotion with the donkey in his success. This shows that anyone can do anything with the right mind set, and anyone can drink this beer.
Throughout this ad, we see great use of pathos, a few uses of ethos, and little to no logos. However, the company does ensure that it is clear the beer is made for everyone to enjoy, not just the "Clydesdales", but also the normal average, hard working donkey. This ad overall shows that the normal hard working man can also enjoy things every once and a while. Thus, effectively selling the