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Rhetorical Analysis Of Budweiser's 'Puppy Love'

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Donovan Bell-DaCunha Professor Sharon Burns ENC 1101-20497 6 February 2018 Analysis of Budweiser Commercial “Puppy Love” Everyone one loves a story about cute puppies and friendship. In Budweiser's 2014 Super Bowl commercial “Puppy Love” it tells one. The purpose of this commercial like any is to convince the audience of the message its promoting. In the advertisement it uses the three tools of ethical persuasion: logos, ethos, and pathos. These tools are utilized in the commercial for persuading the viewers of its reason, creating an image of credibility surrounding its name, as well as generating an emotional response. “Aristotle’s ‘ingredients for persuasion’ – otherwise known as ‘appeals’ – are known by the names of ethos, pathos, and logos. …show more content…

In the Budweiser commercial “Puppy Love” it utilizes the persuasion tool pathos for specifically this reason. The commercial follows a puppy that constantly sneaks away to visit his friend a Clydesdale horse (Budweiser Brasil). However, the puppy is always found by a man who returns him to his caretaker (Budweiser Brasil). The story of a cute puppy is already enough to get the average viewer to show an emotional response. Add that to a friendship with a beautiful Clydesdale horse and that is sure to get the viewers’ hearts warmed. Towards the ends the puppy is finally put up for adoption and is handed to his new owner (Budweiser Brasil). As they are driving off however, his friend horse runs for him and cinematically leaps over the fence enclosing him (Budweiser Brasil). The Puppy is then escorted back the farm by him and all the other horses on the farm (Budweiser Brasil). This is the climax in the story where the audience really starts to wonder if the puppy is going to be taken away forever or not. However, the conflict resolves to a happy ending with him getting to go back home. This where the message of the commercial is revealed; Budweiser beer brings people together. An adventurous story with a conflict like this can really get a viewer on the edge of his/her seat. This is all with soft music playing in the background (Budweiser Brasil). “Music evokes …show more content…

The one who is constantly finding the puppy and bringing him back home is the man (Budweiser Brasil). The same man is also shown always working hard (Budweiser Brasil). Even in the dark and rainy night he is still focused on getting the job done (Budweiser Brasil). This man is displayed wearing a hat with the Budweiser logo on it (Budweiser Brasil). Essentially this man is reflecting Budweiser. The message behind this clever use of ethos is that Budweiser is hardworking and reliable. It will always get the job done and will always bring the viewer back home. In this it is persuading the audience of its hard-working nature, and extreme reliability. If the audience is convinced of the promoter’s ethics and credibility they will feel less at risk and more secure in buying into the message of the advertisement in

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