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Rhetorically, the ad seems to focus on ethos and pathos. With regard to ethos, the voice of the man is very calm and confident in what he is saying. This helps make the voice seem believable. His voice almost reminds of the "epic" voice you hear in the beginning of movies. With regard to pathos, I'm sure everyone has wanted to make seemingly boring jobs, projects, or something along those lines more pleasurable and exciting. However, this goes does not really conform to what is expected of you in situations like those. Therefore, seeing these people having a good time, drinking, and listening to a DJ play Avicii may strike our emotions. We may feel envious of the people in the commercial and want to go out and buy Bud Light Platinum to have the chance at having the same enjoyment.
Bud Light also had another commercial for Bud Light Platinum which was, for lack of a better word, cool in my opinion. However, in terms of reaching a wider demographic, I think the commercial that I have previously discussed is much better. The "cool" commercial showed a very high tech looking factory producing Bud Light Platinum. While I was intrigued by the commercial and I kind of wanted to try the new beverage after seeing it, I feel like factories and technical things appeal more to guys than they do girls. I think many girls would see this and have no real connection at first.
All in all, I think the Bud Light Platinum commercials were pretty entertaining and they did create an appeal to try the drink. The commercials reminded me of a quote from Talladega Nights: "Cause it says like, I wanna be formal, but I'm here to party too." Though this quote is referencing Cal Naughton Jr.'s preference for Jesus to wear a tuxedo t-shirt, I think it can apply to Bud Light Platinum as well.
I agree with your thought that the commercial about the factory was completely geared towards males. I think that was their goal as well. To my understanding Bud Light, and on a more general level Anheuser-Bush, has a variety of beverages that are geared towards specific groups, and I will even go as far as saying different genders. Yes, superbowl commercials are all about selling a brand and tend to be more about entertainment then selling a product. However, a company as big as Anheuser-Bush can afford to create these ads towards men, especially since beer tends to be more popular among men. So, these commercials are able to be quite successful and effective while also being quite entertaining.
ReplyDeleteSpeaking as someone who isn't a guy, I also agree that the commercial was geared towards males. Most beer commercials tend to focus on the male viewers, especially the ones aired during major sporting events, which presumably have much higher male than female viewership. I wasn't really blown away by the commercial. It took me a second to remember which one you were writing about, but I could definitely see how it served its purpose well.
ReplyDeleteOne of the things that intrigues me from a rhetorical perspective about this ad is the use of that ambiguous "they," as in "they say..." This is an enthymeme, where the ad asks the audience to fill in all their conceptions about "those kind of people"--essentially any sort of killjoy the viewer might ever have encountered.
ReplyDeleteThe ambiguity here ultimately can make the rhetorical effect of the ad stronger, because the audience is--at least in some small measure--participating in the creation of the ad's meaning. (And getting an audience to engage, on any level, is paramount for advertisers.)