Budweiser's "Lost Dog" Superbowl Commercial
The following is a Rhetorical analysis. Please write another essay on the same topic... You May use your own four sources.
Crafted as more than just a regular commercial, Budweiser's 2015 'Lost Dog' Superbowl ad plays out like a captivating short film. It smoothly blends images and emotions into a story that sticks with you. Against a backdrop of countryside scenes, a brave little puppy sets off on an adventurous journey, crossing fields, hills, and streets with one clear goal: reuniting with the famous Budweiser Clydesdale horses, admired for their strength and tradition. This heartwarming tale aired at a time when Superbowl commercials were becoming more than just ads; they were becoming an essential part of American culture. Budweiser, a well-known brewing company with roots tracing back to the 19th century, has always aimed to embody a sense of togetherness. For a long time, the Clydesdale horses have been a vital symbol of Budweiser's brand, representing strength and tradition handed down through generations. This ad honors Budweiser's history through the enduring symbolism embodied by the Clydesdale horses. It brings people together, creating a feeling of unity and shared memories. The use of color, music, and emotion in the "Lost Dog" commercial work together to deliver a powerful message that goes beyond just promoting a product, ultimately leaving a mark on viewers. According to Matthew P. McAllister, an expert in communication studies, Super Bowl commercials symbolize the growing acceptance and prevalence of advertising in society. McAllister delves into the discussions around Super Bowl advertising, examining the ones before the event, during the event, and after the event. He ultimately argues that the extensive attention and legitimacy given to Super Bowl advertising contribute to celebrating advertising as a beloved form of entertainment (McAllister Super Bowl advertising as commercial celebration). This perspective sheds light on the cultural importance of Budweiser's 'Lost Dog' ad and its impact on the American audience.
The 'Lost Dog' Superbowl ad effectively uses a mix of visuals and sound to provoke a strong emotional reaction and establish a deep connection with the audience. It does this by incorporating warm, earthy tones and sweeping shots of rural landscapes, creating a feeling of familiarity and comfort. The lively puppy, with its engaging expressions and determined stride, becomes a central focus, pulling the audience into its brave journey. This careful selection of imagery shows how the ad aims to tap into our shared feelings of nostalgia and our innate desire for connection and reunification. By using recognizable settings and an endearing character, the ad establishes an immediate emotional bond with viewers, preparing them for a compelling experience. The purposeful use of color and visuals takes the ad beyond a typical commercial, turning it into a deeply emotional journey. This showcases the ad's careful attention to detail and emphasizes its goal of leaving a lasting impression on viewers, cementing its significance in American culture. This thoughtful combination of visual elements not only highlights the ad's thoughtful construction but also underscores its objective of creating a memorable impact. Furthermore, Susan Fiske, a well-regarded psychologist and professor at Princeton University, has delved into the concept of emotional contagion. Her research suggests that people are highly responsive to emotional cues in media. The synchronized audio-visual elements, as demonstrated in the 'Lost Dog' ad, can notably heighten empathetic responses (Fiske Not your grandparents’ social cognition). In this context, the ad's meticulous coordination of visuals serves as a purposeful tool to trigger a profound emotional reaction from the audience.
The musical selection in Budweiser's 'Lost Dog' Superbowl ad plays a crucial role in amplifying the emotional impact of the narrative. Sidney Hecker, an esteemed authority in advertising and music, emphasizes in his article "Music for Advertising Effect" that music possesses a unique ability to intensify visuals, enhance messages, and stimulate the listener (Hecker Music for advertising effect). Hecker contends that music may be the single most stimulating component of advertising, a factor often overlooked by both diagnosticians and testers in the field. Hecker's assertion aligns seamlessly with the choice of "I'm Gonna Be (500 Miles)" by The Proclaimers in the Budweiser ad. This deliberate selection strategically elicits a profound sense of familiarity and nostalgia within the audience. Furthermore, Hecker's research bolsters this point, indicating that well-chosen music significantly influences emotional engagement. This evidence illuminates the meticulous craftsmanship underlying the ad's production and exemplifies Budweiser's dedication to every facet of storytelling. By seamlessly integrating music as an emotional conduit, the ad transcends the boundaries of conventional advertising, leaving an indelible mark on viewers and solidifying its status as a cultural touchstone.
Employing a multifaceted approach, the 'Lost Dog' Superbowl ad captivates its audience not only through visual and auditory elements, but also through its nuanced use of narrative structure. The storyline unfolds with precise pacing, allowing moments of tension and anticipation to build organically. This is evident as the puppy's journey is intercut with scenes of the Clydesdale horses, creating a parallel narrative that converges in a heartwarming climax. Dan Padgett and Douglas Allen, experts in service brand image and authors of "Communicating Experiences: A Narrative Approach to Creating Service Brand Image," assert that narrative thought is a predominant cognitive mode of comprehension used by consumers to interpret experience (Padgett and Allen Communicating experiences: A narrative approach to creating service brand image). They argue that narrative advertising should be particularly effective in communicating service experiences, as it aligns with consumers' natural inclination towards narrative comprehension. According to Padgett and Allen's research, narratives that employ parallel storylines with eventual convergence are particularly resonant, as they tap into the audience's innate desire for resolution and unity. In the 'Lost Dog' ad, this narrative strategy not only heightens emotional engagement but also reinforces the overarching theme of reunification, aligning seamlessly with Budweiser's emphasis on camaraderie and tradition. This deliberate narrative structure also enables the ad to unfold like a miniature epic, evoking a powerful emotional response from viewers. The careful interplay of moments of tension and release mirrors the emotional journey of the characters, mirroring the universal human experience of longing and eventual fulfillment. By skillfully blending visuals, sound, and narrative structure, the ad transcends its commercial purpose, leaving a lasting impression on viewers and solidifying its place as a cultural touchstone.
In the realm of advertising, Budweiser's 2015 'Lost Dog' Superbowl ad emerges as a powerful force, going beyond a regular commercial to become a touching cultural symbol. Through careful craftsmanship, it smoothly blends visuals, emotions, and music to create a narrative that deeply resonates with viewers. The journey of the brave puppy, set against sweeping rural scenes, not only tugs at our shared nostalgia but also symbolizes the enduring strength and tradition embodied by the Budweiser Clydesdale horses. This narrative, coupled with a carefully chosen musical score, invokes strong emotional responses, creating an experience that lingers long after viewing. Moreover, the ad's narrative structure, expertly intercutting moments of tension and release, masterfully converges the puppy's journey with that of the Clydesdales, ultimately culminating in a heartwarming climax. As Dan Padgett and Douglas Allen's research highlights, this parallel narrative technique strikes a chord with audiences, satisfying our innate desire for resolution and unity. In essence, the 'Lost Dog' ad transcends its role as a mere commercial, leaving an indelible mark on viewers and solidifying its status as a cultural symbol. It serves as a testament to the power of storytelling in advertising, underscoring the profound impact a well-crafted narrative can have in conveying a brand's ethos and evoking genuine emotional connections. In a world filled with advertisements, the 'Lost Dog' Superbowl ad stands as a compelling reminder of the potential for advertising to move beyond promotion, to touch hearts, and to leave a lasting legacy in American culture.
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The Lost Dog Commercial
Companies ensure that they market their products to attract customers to the brand. In America, people love to drink on different occasions, and beer is one of the drinks shared on all occasions. One of the top beer companies in America, Budweiser, crafted a new advert to promote the product and ensure that they captured customers to the organization. The commercial for the beer company was released during one of the most-watched events in America, the Super Bowl event (Taylor 197). The rationale was to reach out to a large number of customers both physically and online. The latest commercial is called Lost Dog and was released in 2015. From the commercial title, it aimed at attracting both beer and animal lovers in one commercial. The ethos, pathos, and logos attached to the commercial attracted more consumers and helped the company reap more benefits from the advert. The impact of the commercial after the 2015 Super Bowl event made it remarkable and strongly remembered.
The main message that the commercial was communicating to the targeted audience is that Budweiser will always be there for their customers, and clients should not have any doubt. At the start of the commercial, a puppy is seen removing its head from hay stacks found in the horse stall. The image created by the scenario is a bond between the horse and the puppy, which prompts the puppy to play or hide in the hay stacks. The commercial continues, and the puppy is seen walking out of the hay, then later looks back to the horse without any of the puppy saying I will miss you. The puppy then wanders away and gets lost. Later, it starts looking for ways back home and finds that it is close to home. The puppy starts barking, and the horse hears the noise which tries to break off to go and rescue or meet with the puppy. The puppy was a buddy to the horse, so it wanted to help it. The message passed along when the horse breaks from the chain and goes to meet the puppy is buddies will always be there with you. Since the 19th century, the Budweiser brewing company has been focused on showing or fostering the spirit of togetherness, hence the reason for developing such a commercial. Consequently, Budweiser, in their commercials, has been using horses, which are symbols of strength and tradition to pass from one generation to another.
The commercial applies the American dream to create a connection and an emotional appeal to the audience. The person who owns the puppy and the horse is a farmer whose economic status is middle class and a middle-aged person. Selecting the occupation of a farmer shows what America was built on and also expresses the connection of other middle-class individuals with the advert. It communicates that togetherness and living the American dream make one to be a successful person (Dessart 293). The message is communicated to all hardworking Americans, showing that even the Budweiser brand brings strength and connection to all Americans. Budweiser's using farmers from the middle class shows that they care for the Americans because over half of the American population are middle-income earners, and the percentage of the consumers are persuaded to choose the beer brand because it relates to their daily lives.
When coming up with a commercial, the targ...