If you’ve ever watched the Superbowl, you’re probably aware of the opinion shared by people around the world that it is the one time a year where the advertisements during commercial breaks are actually worth watching. With a 30 second ad having a price tag of $5 million dollars, (that’s $166,667 per second) (Business Insider), it’s no surprise that companies have perfected their advertisements through hundreds of thousands of dollars in an attempt to draw people in and persuade them to buy their product in the most effective way possible. These short commercials often exhibit beautiful cinematography, catchy music, famous actors, a sense of adventure, and amazing destinations, all which help to catch the attention of the viewers and leave them with a favorable impression of the product. Some of the most prominent commercials not just during the superbowl, but for anytime you’re watching TV are for alcoholic beverages. The majority of people can list of the names of popular beers even if they personally have never drank them. This is a result of effective marketing and advertising for alcohol. If you ask someone about beer commercials on TV or during the superbowl, many will automatically think of Budweiser’s signature Clydesdale horses and cute puppies, or Dos Equis’ the most interesting man in the world, ( https://www.youtube.com/watch?v=byrbl6XFGW0 and https://www.youtube.com/watch?v=n5HX7y1yDi4) but In today’s blog, I will be focusing primarily on the advertisement done byAnheuser-Busch, the owners of several flagship brands including Budweiser, as this is the company whose alcohol advertisements have stuck out to me the most.
Anheuser-Busch is most recognized from the names “Budweiser,” and “Bud Light”, but the company also brews over 100 brands within the US and boasts a 45.8% share of the beer market. (anheuser-busch.com). Founded in 1852 and based out of St. Louis Missouri, Anheuser-Busch’s mission statement is: “We are a company built on a dream, a dream to exceed expectations, to surpass goals and achieve things no one would have ever thought possible. This is the driving force that propels us forward to achieve our global AB InBev family vision of bringing people together in a Better World.” (anheuser-busch.com).
Although alcoholic beverages are only allowed to be consumed by those over 21 years of age in this country, Anheuser-Busch’s advertisements target all age groups. The signature Budweiser clydesdale horses present in the majority of their commercials are popular amongst all age groups and especially capture the attention of children, leading to them being drawn to the brand later in their lives. Although many other beer companies show beautiful people in exotic places enjoying their product, Budweiser takes a different approach and typically doesn’t even show people consuming their beer in their video clips, rather they depict scenes that upstir and emotional reaction from the viewer, such as this one about a lost puppy, or this one about a soldier returning home. (linked below)
https://www.youtube.com/watch?v=2iqjj2EKh64
https://www.youtube.com/watch?v=hck3cXzg4_M
Although the beer being advertised isn’t explicitly shown, this technique of eliciting an emotional response to an advertisement has proven to be very effective, as it is memorable and heartwarming. And after all, who doesn’t love cute puppies and happy family reunions??
Another tactic in Budweiser’s advertising is the bold lighting and sense of superiority, that imply that only the best, courageous people drink Budweiser, and appeals to people by leading them to believe that if they drink Budweiser, they too can be brave, bold, and tough. They even have a slogan that Budweiser is the ‘King of beers’. Budweiser also promotes feelings of patriotism with the use of American flags and the representation of ‘hardworking Americans’.
Alcohol in America has resulted in many problems ranging from alcoholism, to fetal alcohol syndrome, to alcohol poisoning as the result of binge drinking. This is very contradictory to the positive aspect that the advertisements represent. Ethanol is the active ingredient in alcoholic beverages and is responsible for the effects on the body and mind. Although it is legal, alcohol can be a very addictive substance that can lead to countless health problems as well as cause conflict within personal lives, but of course the ads mention none of this, as they don’t want to deter potential consumers from purchasing their product.
As someone who has enjoyed the consumption of alcohol, I would say that it is good, (as many things are), in moderation. The common problems that we see as the result of alcohol, i.e. drunk driving, vomiting, blacking out, ect. are all the result of overuse, but I believe that used responsibly (such as the commercials advise) alcohol can be a good way to wind down, relieve stress, and enjoy yourself. Because of these reasons, I would wholeheartedly recommend the regulated consumption of alcohol to friends, family, or peers, but I would also emphasize how important moderation is in preventing the negative aspects of alcohol that have to potential to make themselves known when binge drinking is involved.
In conclusion, the Anheuser-Busch companies, particularly Budweiser has been effective in the marketing of their product through various advertising tactics, which has allowed them to become a major power within the beer industry. Even with all the negative side effects, there is a reason alcohol is still legal in this country, and it’s because it has its benefits and has been enjoyed by Americans for generations.
Citations
Gould, S. (2017, February 05). See how Super Bowl ad costs skyrocketed over the years. Retrieved October 27, 2017, from http://www.businessinsider.com/super-bowl-ad-price-cost-2017-2
We are a Company Built on a Dream. (n.d.). Retrieved October 27, 2017, from http://www.anheuser-busch.com/about.html