Advertising Friendship in Marketing

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Research have been studying the factors that influence us to say yes to the request of others, there is no doubt that there is a science to how we are persuaded.

Every day we are bombarded with ads trying to persuades to do or buy something .Those messages do not always convince us but sometimes they do , and we might not realize it’s happening , different factors can cause us to agree or disagree with a massage and this have to do with how we respond to persuasion in the first place. If we can recognize when we are being persuaded, it’s easier to stop and think to make sure our opinions are actually our own.

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One most the most effective TV commercial I have ever seen, is the one from Budweiser Clydesdale Puppy love. Budweiser’s “Puppy Love” commercial, tells the story of a puppy and a Clydesdale who are friends with a unbreakable bond, Jeanes is back at his farm and his Labrador retriever puppy from next door keeps sneaking into the barn to go see his horse friend. When the puppy is adopted and must leave his heartbroken friend behind, the Clydesdales force a dramatic intervention. That is when the song “Let Her Go” by Passenger swells to its dramatic scene, for maximum heartbreaking effect.

The commercial received positive critics from viewers. The actress, Melissa Keller, who happens to be a beautiful, former swimsuit model, plays the owner of a puppy adoption center next door. The actor, Don Jeanes, played the role of a handsome cowboy, as the head of Warm Springs Ranch in Missouri; where the beer company nurtures its emblematic Clydesdale horses.

I believed that the attractiveness of both characters adds to the effectiveness of this commercial. Appearances attract much more viewers. Budweiser produces a variety of different commercials to keep the public’s attention. The stature of prior Budweiser advertisements has promoted viewers to keep their attention on commercials for this specific company. During this whole commercial, where not one statistic was incorporated. This is a type of persuasion without statistical evidence. Budweiser chose not to include facts because people already know how popular this company is and it would be much more beneficial for them to enhance emotions rather than data.

The use of the #BestBuds concept is a logical persuasive tactic. Getting the public involved on twitter enhanced the relationship between the audience and the company. All over Twitter there were posts of the public’s #BestBuds animals. Budweiser gained much popularity after this smart device by getting the audience involved. Additionally, the authentic friendship between the puppy and the horse persuades people into buying this alcoholic beverage by showing the innocent, sweet relationship between the horse and the puppy. The way they interact together is very genuine and heartwarming.

Dissimilar to other brands commercials, this Budweiser advertisement is promoting the label “Budweiser” in the absence of straightforwardly emphasizing the brand name. From the slow song, to the puppies and horses, to the hashtags, Budweiser successfully used logos, ethos, and pathos to persuade the public to keep up their brands popularity. Without the use of humor, like most other companies use to persuade, this commercial was one of the most memorable advertisements for Budweiser and for the Super Bowl 2013 audience.

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Advertising Friendship in Marketing. (2022, Apr 11). Retrieved from

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