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Are We Having Bud Light Yet?

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Submitted By rachy14
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Are we having Bud Light yet? With one simple word Budweiser was able to reach out to millions of people and increase their audience. Wazzup, a word that is not even grammatically correct is the first beer commercial that I have memory of. It impacted my life in such a way that I have never forgotten it. Budweiser takes advantage of their reputation and makes witty and funny commercials that are fun to watch and unforgettable. They incorporate humour and sex appeal into their ads to sell beer to men. Through their advertisements, beer products are designed to appeal to the young and middle aged hyper-masculine men. Women only appear in the ads to bring men their beer, or to be attracted to the magical masculinity that comes with drinking this brand of beer. Bud Light (derived from Budweiser) is a prime example as their ads use visual appearance, a metaphor, and ethos to send a message to men that there is nothing more pleasing in life than drinking beer. With little time, and little space, advertisements must convince people to buy their product, and the best way to do this is through visual appearance. In the article by Jib Fowles, he states that in order for an image to be effective "the image must be pleasant to the greatest number and offensive to the fewest..." (Fowles, 149). For many products it is easiest to use sex appeal to convey their message. It is less difficult to use sex appeal on men than it is on women. This is because in general men have minimal criteria for sexual desire; basically, men are concerned with a woman's anatomy - as long as women look young and healthy, she is desirable. Bud Light uses a pathos approach to play on the emotions of men. In this particular ad an attractive young man is at a bar with four attractive young females. They are all smiling and looking like they are having a good time. According to this ad, if a guy were to drink this beer more than one women at the bar would all of a sudden be attracted to him. Consequently, this ad fails to target the majority of the female population for the same reason stated above. Now, for a small percentage of the female population this may be appealing, but for most it is not something they find desirable. Therefore, Bud Light uses visual appearance, pathos and sex appeal to target men into drinking their beer. Aside from visual appearance and pathos, a metaphor is used to persuade people to drink Bud Light. A metaphor "sets up a relation of similarity between two referents, as if they were the same thing. X is described in terms of Y" (Fowles, 125). In the first part of the tagline instead of asking "are we having fun yet?" Bud Light asks, "are we having Bud Light yet?" (Bud Light). The ad replaces fun with Bud Light. This implies that Bud Light is needed for a good time. The visual appearance supports this idea, as everyone in the ad appears to be happy and having a good time. This use of a metaphor is what makes this ad controversial. Even though this ad was circulated in Ontario, it was not produced here and therefore, does not to have to follow the Alcohol and Gaming Commission of Ontario. The issue is that the ad suggests to youth that alcohol (Bud Light) is needed for a good time (Alcohol Policy Network). Although controversial this ad targets younger men into drinking Bud Light by using a metaphor. This ad also uses ethos to target a larger audience. The ethos appears in the second part of the tagline, "with just 110 calories, Bud Light is the choice for light refreshing, thirst quenching fun" (Bud Light). By stating there is just 110 calories, Bud Light tries to make their brand credible as a light beer. By emphasizing the low calories it attempts to target a female population. Most men who are choosing what brand of beer they want to drink are not concerned about the amount of calories it contains. However, the rest of the tagline "...refreshing, thirst quenching fun" (Bud Light) is something that appeals to men as drinking beer is often associated with sports, and a way to quench their thirst. Although the 110 calories is more appealing to women, the visual appearance is too dominant, and women may not bother reading the tagline. The use of ethos helps the visual appeal and metaphor to target a male population into drinking Bud Light, but fails to target any female buyers as the visual appeal is over bearing. Bud Light uses visual appeal, a metaphor, and ethos to target young to middle aged men. Unfortunately, the attempt at appealing to a female population may be ineffective as the visual appearance is too dominant. All in all, Bud Light knows it's target audience and designs ads to target it.

Works cited:
Alcohol Policy Network. Sample Gallery of Questionable Alcohol Ads (2010). Retrieved on May 20, 2012 from http://www.apolnet.ca/infopacks/advert/galleries/sample-q.html
Bud Light. (2002). Advertisement "Are we having Bud Light yet?" Retrieved on May 20, 2012 from http://www.apolnet.ca/infopacks/advert/galleries/bud_fun_1552.jpg
Fowles, J. “The Surface of the Advertisement, Composed and Consumed.” Advertising and Popular Culture. Sage Publications, Inc., 1996. 148-166.

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