Even
before the Super Bowl, all viewers of regular television already know the
heart-throbbing advertisement campaign of Budweiser, the story of their
Clydesdale horses and how they interact with their loved ones. Whether its
reuniting with an old trainer after a big parade, or it’s a horse's training montage
run by a Dalmatian dog to become a great show horse, these commercials are
usually the most remembered after the championship game. That is their purpose, tocreate these heartfelt stories used as their advertisements. Usually companies hire
comedic writers to make a funny ad that the audience of the football game will
never forget, but Budweiser goes a different route, using animal personification,
and imagery of emotion that we can all relate to. Budweiser truly makes
commercials that people do not forget.
The animal personification is used
in the advertisement to establish a connection with its audience, people (of
course). People have feelings, so by giving animals these human-like
characteristics, the audience is able to connect with the animals on a deeper
level for the one minute that these ads air. Also by using animals instead of
people, everyone can relate to the animal, instead of a person who not everyone
can see their reflection in the image, but with animals everyone equally
shares a connection with the animal. If an ad uses a girl as their main
protagonist, then usually only women will connect to it, and vice versa with
male protagonists. But the gender of these animals is never revealed, leaving
an open interpretation of self-reflection within these characters. With animals
having human-like emotions, everyone can relate and thus drawing the viewer’s
attention to remembering that specific ad, over any other advertisements.
A feeling of accomplishment, love,
and sadness is shown very well in these ads. When one of the animals is sad, it
is raining, when one of them is happy, it is a bright sunny day. And there is
always a bittersweet melody playing in the background to connect to both the
sad, and happy parts of the ad. This can give an “aww” factor to the minute
video as all of the stories in the various ads have a happy beginning, sad
conflict, and an ending, usually redeeming for the main character. We can see
how these characters are feeling through their actions and emotions, because
there is no sound besides the beautiful background song. This well-acted
advertisement really sets itself apart from the other ads trying to be silly.
These strategies Budweiser uses work
very well. If you ask anyone after the Super Bowl which ad they remember most,
they will say Budweiser’s, and they will remember the tear-jerking story that
came along with it.
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