Analysis Of Budweiser's Commercial 'Born The Hard Way'
In the commercial “Born the Hard Way” by Budweiser, we are shown the rough beginning of the Anheuser-Busch Budweiser Brewing Company. The first scene is of a man with his head down as the man next to him, half cut off of the screen, says, “You don’t look like you’re from around here.” The first man is set as an outsider by these words, which in turn creates a wider audience for this commercial. The audience is widened by this simple statement to accommodate immigrants and minority ethnic groups of a large society, this is the targeted audience. Next, the first man, the protagonist, has changed the scene to a boat where he is writing in a journal. The journal is very important to the man as he carries it with him throughout his journey …show more content…
After he's thrown from the bunk he's shown getting stitched up by, what is assumed to be, a doctor. The doctor speaks in German asking the protagonist, “Why leave Germany?” This question sets the protagonist as an immigrant who’s leaving his home to achieve his dream, brewing beer. The protagonist’s dream of brewing beer, working hard, and struggling to achieve his dream is a symbol of the American Dream that America was founded on, working hard through struggles to make a business from the ground up. The next scene is on another boat but this time the protagonist is on the top deck with an African American, he closes his journal and gives the African American a nod. The protagonist is showing the man respect that, in this period, is not given to African Americans, this is opening the audience up even more and saying that Anheuser-Busch Budweiser has been there for the minority since it was only a dream of a German immigrant. Next the boat is on fire and a man is yelling “abandon-ship” and the protagonist is viewed jumping into the water and surfacing with his bag. The journal that he’s always had with him is assumed to be in the bag that had been submerged, but the journal survived and is still functional with all of the information
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