An analysis of Budweiser’s advertisement: The Great American Lager
When considering the purchase of beer for a party, socializing, or relaxing with friends, one may wonder about its benefits. In their ad campaigns, Budweiser aims to capture these scenarios, convincing consumers that they need Budweiser. The ads create a relatable atmosphere for their target audience. Frequently, beer ads consolidate images that idolize male perspectives and portray men as the central figures of enjoyment and humor, while objectifying women. It is common for companies to employ sexual persuasion by featuring attractive and scantily clad women in their ads. This tactic is particularly effective in appealing to men but can also influence women.
In 2008, a sports illustrated swimsuit edition featured an advertisement showcasing Brianna Glenn, an Olympic track and field athlete. In the ad, Glenn is seen posing in a swimsuit and red stilettoes alongside a super-sized, dripping Budweiser beer. The advertisement also includes a red background, the Budweiser logo, and their slogan “the great American lager.” By employing an attractive Olympic athlete dressed in a bikini, multiple advertising strategies are used. Firstly, timing is utilized by incorporating an Olympic athlete into the ad, as it was likely released around the time of the Beijing Olympics. This relevance to what people were already focusing on at that time draws more attention to the product. Such integration of sponsorships in sports events is a common practice, enabling companies to align themselves with our interests. Moreover, featuring an American athlete during the Olympics serves to reinforce Budweiser’s credibility as the “Great American Lager.”
The primary persuasive technique employed in this advertisement involves the use of sexual imagery to generate interest in their product. Many companies utilize attractive women to promote their products because it is compelling, not only to men but also to women. Studies indicate that women are influenced by sexual portrayals of other women in advertising. Women trust that these ads accurately represent what a woman’s sexual appeal should look like. Consequently, they adopt these ideas and develop a desire for the product showcased. Budweiser’s ad takes the hyper-sexualization of female athletes and women of color to an extreme. Not only does it feature a nearly naked woman, but it also portrays her as physically strong and popular, comparing her to a beer bottle. This use of imagery encourages viewers to perceive Budweiser in a sexual manner. Both women and men in America may idolize this woman, and by objectifying her in this manner, it leads us to believe that Budweiser has the potential to treat women in general in the same way.
The audience of an advertisement promoting sexual appeal will perceive that the product will enable them to enhance the sexual imagery presented by the company. Essentially, men might believe that if they consume a Budweiser, women will desire to be attractive and unclothed in their presence, as depicted by a nearly naked athlete. Budweiser, along with numerous other alcohol-selling companies, utilize sex to generate sensations of allure or envy, which serves as an effective tactic for highlighting their product. Subsequently, I analyzed another Budweiser commercial that aired on television. This ad features a group of males gathered at home and commences with casual conversation over the phone between two individuals lounging on the couch watching football. Both men inquire about each other’s activities and respond with “nothing, just sitting at home, watching the game, drinking a bud”. Once they establish their shared actions, a more lively acquaintance joins the conversation by excitedly exclaiming “WAAZZAAAP!” to his friend on the phone.
The text rapidly progresses into a flurry of ‘wazzap’ exchanges among the friends, which is genuinely humorous and elicited a laugh from me. Following this entertaining moment, the friends continue their phone conversation and inquire once again, “So what are you up to man?” The response is, “You know, just watching the game drinking a bud.” The commercial concludes with the friend offering a one-word reply, “True,” which then appears alongside the Budweiser logo on the screen. Through this television advertisement, Budweiser effectively portrays a realistic scenario that resonates with their intended audience and cleverly utilizes this imagery to their benefit in multiple ways.
The Budweiser advertisement titled ‘wazzap’ utilizes bandwagon and plain-folk techniques to convince viewers of the value of their product. Budweiser’s aim is for viewers to adopt the values portrayed in the commercial and apply them to their own lives. Even if someone initially did not relate to the depicted lifestyle, this entertaining commercial may inspire them to embrace the enjoyable experiences showcased.
Budweiser appeals to individuals looking to have a enjoyable time with friends in a laid-back environment, presenting this scenario in a more captivating manner to entice people to embrace this thrilling trend. Budweiser effectively ingrains themselves into everyday routines and is particularly triumphant at celebrating the culture of watching football and indulging in beer due to their reputation for endorsing an American way of life. Consequently, the audience admires Budweiser for promoting this lifestyle and desires to partake in or endorse it by purchasing their product.
Budweiser, an iconic brewing company akin to Coca-Cola for soda, leverages its fame to depict its audience’s typical leisure activities. Nevertheless, the ad idealizes a lifestyle deemed indispensable in our society for how men spend their free time: lounging on a couch, unwinding, watching football, and having a beer. Given Budweiser’s esteemed position in American brewing, rather than devising a novel advertising approach, they infused a lighthearted twist into the down-to-earth image that already characterizes their product.
Men often prioritize professional sports in their spare time, but Budweiser manages to attract attention and energize the audience by becoming “one bright spot in an otherwise boring party.” The central message of the commercial revolves around the idea of “just having a bud and watching the game.” By the end of the ad, the audience is convinced that drinking a Budweiser is an essential aspect of the enjoyable lifestyle they are accustomed to. Familiar with the depicted imagery, the audience believes that having a Budweiser is necessary to maintain their comfort with that particular lifestyle.
Budweiser successfully appeals to the average, middle-aged male demographic by effectively capturing a relatable moment commonly experienced with friends. Moreover, the brand skillfully utilizes sexual imagery to enhance its reputation in American society. Budweiser specifically targets beer-drinking men through its advertising campaigns. As a result, their commercials and ads feature images and ideas that resonate with everyday men and create a sense of belonging. Despite presenting a lifestyle that is familiar to men, Budweiser encourages them to embrace these ideas. Works Cited:
The text is a reference to two sources: “Coke is It: How stories in childhood memories illuminate an icon” by Kathryn LaTour, Michael S. LaTour, and George M. Zinkhan in the Journal of Business Research on pages 328-330, and “Why Sex Sells” by Scott Gillum in Forbes Magazine on July 25, 2011, accessed on September 26, 2013.
