Ad Critque Essay

1033 words - 5 pages

Advertising is a tool that can be used to convey an image or an idea to an audience. When a commercial is utilized to its best potential, it can have a strong influence on how the image or idea is perceived. Regardless of the target audience, it can be seen by millions of people around the world. Many companies create advertisements and commercials for the average American consumer; but what do people from other countries or societies think when they watch these advertisements? Is America what it portrays to be to its world viewers?
In a 2013 Budweiser Super Bowl commercial, "Brotherhood," the Budweiser Clydesdale and his trainer demonstrate the true meaning of friendship and family. The trainer works for Budweiser, as made clear by the hat he is wearing; his job is to raise the calf, train him to be strong, in hopes of him becoming one of the famous and traditional Budweiser Clydesdale. As he gazes into the stable, a small feeble calf lies in hay, stands up, and the trainer feeds the calf milk from a bottle, similar to that of a baby. The next scene shows the calf as a colt being led by his trainer to another area of the farm. The colt interacts with his trainer, just like they are friends, playfully nudging him and chasing him. The audience experiences a moment of compassion between the trainer and his horse as he pets the exhausted horse while it falls asleep. It turns out that the trainer fell asleep in the stable because the horse wakes the trainer up in the morning by nuzzling his face. The trainer drives his white truck around the farm, looks to the right, and sees that the colt has grown and developed; he is a strong, majestic horse now. Afterwards, the trainer rides his Clydesdale and sees the Budweiser truck in the distance. The truck is on its way to pick up the horse and transport him to join the other Budweiser Clydesdales. The trainer remorsefully waves good-bye to his friend, who has become more like a brother to him, and the scenery changes to a gloomy pasture where the trainer finds his horses' old rope.
Three years later, the trainer is sitting in his home, reading a newspaper and drinking a Budweiser beer. The headline states, "Budweiser Clydesdales Coming to Chicago." The trainer drives to Chicago, where he sees the Clydesdales and the horse-drawn beer wagon parading around the streets. He smiles as he sees his old friend at the front of the wagon, leading the way with another horse. The horse had seen him in the crowd and as the new Budweiser staff removes the horses' headpiece, the horse turns its head around to look for his old trainer. He spots him walking down the street and gallops off through the streets of Chicago, chasing after the trainer who shortly after gets back into his car. The trainer looks at his side-view mirror, and in the reflection, he sees the Clydesdale horse running towards his car. He gets out of his car with a look of disbelief and opens his arms to touch the horses' muzzle. The two friends are...

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