Emily Kalshoven - Advertisement

When promoting alcoholic beverages, companies work to appeal to a specific crowd. Alcoholic beverage advertisements normally portray beautiful people in their early to mid-twenties.  Whether it be a Girls Night Out scene, a couple at a bar, a group of friends mingling, or the men watching the football game on the big screen – any of these could hit home with viewers of all ages. In this advertisement, a group of friends is shown to have just finished riding motorcycles, which may hint that consumers of Budweiser are edgy and fun.  The illustration of an attractive, rugged man with a good-looking, fit woman on his side tells consumers that drinking Budweiser may allow them to enjoy their lives more and have more fun. Cause and Effect may be in use in the ad in order to enforce the idea that if you consume Budweiser beer, you will have a better time and feel better. Ethos is used in this advertisement as the company logo is shown explicitly three times and implied once by the word “Buds” that they often use with a double interpretation (as a synonym for friends and nickname for the beer). The main part of the ad, the promotion "Grab Some Buds," may stir up feelings of camaraderie and create a subconscious feeling brotherhood that becomes associated with the Budweiser logo. The advertiser may also be using pathos to bring out the nostalgia of the older crowd viewing the advertisement, causing them to want to renew their youth and go out with their buddies like old times.