Budweiser Social Judgment Theory Essay

Dogs, family, love, abandonment, drinking and driving are all factors that pull on people’s heartstrings. These are also factors that were used in a commercial by Budweiser called, “Global Be(er) Responsible Day | Friends are Waiting”. One of the theories that discuss how someone accepts, rejects and is persuaded by a commercial is the Social Judgment Theory. This analysis will discuss how this commercial uses the Social Judgment Theory in ways of persuading their viewers. It will also coincide with two different peer reviewed articles about the theory. In this commercial it starts off by showing a man bringing home a small yellow lab puppy. It then goes on and shows the man and the dog growing up together and doing activities that a family would do. They play together,

When they are reaching out to people with an anchor of drinking and driving is wrong they will have greater acceptance of this commercial and will promote this to their friends to share it and will have a high ego involvement. Also by showing the connection to a puppy or dog it attracts viewers of a younger age to start knowing that drinking and driving is not a good idea and affects others. If you have latitude of non- commitment, this commercial does a great job at being able to persuade someone to re think drinking and driving and to form latitude of acceptance. In the article written by Smith, Atkin, Martell, Allen, and Hembroff, state that the changes in latitude will result in a change of attitude, which is what the goal was for the Budweiser commercial. By changing the latitude of acceptance, rejection, or non-commitment, will change how someone reacts. If they are able to change the attitude and belief of someone who thinks it is safe to drink and drive, it can help with less accidents and