P1
Write more and more specifically about the advert.
Budweiser: Super Bowl XLVIII: 'Puppy Love'
A) Aims and Objectives:
The aim of this advertisement is to make people want to buy Budweiser Beer.
B) Target Audience
The Target Audience for this advertisement is for everyone who consumes alcohol and is above the legal drinking age.
C) Representation
This advertisement doesn't rely on the human characters to get its message across but, they still only show one person of colour during the whole commercial and only for a split-second.
The two main human characters are a male farmer and a female dog breeder, both are middle aged and caucasian.
The story focuses on a small puppy and a large horse which has the connotation and message of 'Friends come in all Shapes and Sizes', which can be related to people of all genders and races being friends and together.
The story focuses on a small puppy and a large horse which has the connotation and message of 'Friends come in all Shapes and Sizes', which can be related to people of all genders and races being friends and together.
D) Campaign Message
- Never leave your Bud(weiser).
- Bud(weiser)s are worth fighting for.
- Budweiser will get you friends.
- Friends come in all Shapes and Sizes
E) Audio-Visual Advertisements used in the Campaign
Budweiser used the 'Puppy Love' audio-visual avertisement in their campaign to promote their beer. This was a very successful advert due to several reasons and foremost of them all is that is was shown at the Super Bowl in 2014, being seen by millions of people across the globe.
Another reason whuy this advery was so successful is that it features the eye candy for animal lovers, several young blonde labrador puppies and horses to companion them.
This advert is cute and stays in your mind, helping the advert to success. However, is doesn't explicitly say what Budweiser has to do with the whole ordeal about a dog and horse becoming friends.
This advert is cute and stays in your mind, helping the advert to success. However, is doesn't explicitly say what Budweiser has to do with the whole ordeal about a dog and horse becoming friends.
F) Relevant Legal and Ethical issues
They used music throughout the advert and they would have needed to acquire rights to use that song without infringing on copyright law. There are laws about drinking alcohol on television and Budweiser must have had to be careful not to infringe on those rules.
Some obvious Ethical issues with this advert is the use of Animals for profit. Not only could you argue that it is exploitative of the animals, we have no idea if they were treated kindly in proper conditions when the cameras weren't looking.
Another Ethical issue is the promotion of alcohol in itself. There are many people who are vulnerable to this sort of advertisement i.e alcoholics and children. People may also have issues with the advertisement of alcohol, specifically people who choose not to drink alcohol whether it's for religious reasons or otherwise.
G) Regulatory Bodies
United Kingdom Advertising Standards Authority ^
The ASA is a self-regulatory organisation of the advertising industry in the United Kingdom. They regulate the content of ads by addressing complaints and restrict ads featuring:
- Scantily clad women
- Inaccuracies
- Ambiguity
- Exaggeration
In the advert, animals are used proficiently. People may worry about them and their time off screen/how they're treated.
H) Method
This advertisement was firstly and most fore-mostly shown during the NFL Superbowl in 2014.
Following that showing, posters were found primarily in and around public transport in the United States before repeating this process in 2015.
Merit Criteria:
This advertisement has been produced in different media yet managed to link the campaign message together and convey it confidently. Budweiser have done this by keeping the same slogan, goal, and campaign message in each advertisement.
The campaign objective in both advertisements is to sell more Alcohol.
The campaign slogans in both advertisements are '#BestBuds' and 'Enjoy Responsibly'.
The campaign message in both advertisements is that Budweiser can get you a bud.
Budweiser have created a successful advertisement campaign with both audio and visual elements by keeping the same principle of the advert the same, helping it permeate through the mind of the audience in more forms than one instead of creating more ideas for them.
Regarding the print media advert, it is successful in making you think of the video advert but fails at being something in itself but just a reference. The advert is practically a plain canvas with text on top. It isn't eye catching either.
Following that showing, posters were found primarily in and around public transport in the United States before repeating this process in 2015.
Merit Criteria:
This advertisement has been produced in different media yet managed to link the campaign message together and convey it confidently. Budweiser have done this by keeping the same slogan, goal, and campaign message in each advertisement.
The campaign objective in both advertisements is to sell more Alcohol.
The campaign slogans in both advertisements are '#BestBuds' and 'Enjoy Responsibly'.
The campaign message in both advertisements is that Budweiser can get you a bud.
Budweiser have created a successful advertisement campaign with both audio and visual elements by keeping the same principle of the advert the same, helping it permeate through the mind of the audience in more forms than one instead of creating more ideas for them.
Regarding the print media advert, it is successful in making you think of the video advert but fails at being something in itself but just a reference. The advert is practically a plain canvas with text on top. It isn't eye catching either.
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