Download Joe Adams Zynel ENG 1020 10/1/2012 Project 1: Ad Analysis

Joe Adams
Zynel
ENG 1020
10/1/2012
Project 1: Ad Analysis
Alcohol has always been the lubricant which can lower inhibitions providing ample opportunity
to make a fool of one’s self. The presented situations in the commercial series “Real men of Genius” by
Bud Light beer spotlights situations which most people can recall and relate to. By exploiting many
rhetoric techniques Bud Light created a humorous commercial series where viewers can project
personal memories upon what they see. Both humorous and memorable, how can a commercial which
barely shows or mentions the product being sold be effective?
The specific commercial titled “Real Men of Genius – Mr. Really Really Really bad dancer” by
Anheuser-Busch at face value is just a funny beer commercial. Though the commercial sells more then
just a beer, it is sold as the choice of beer for people who may, after seeing the commercial, consider
themselves a real man of genius. While not making this claim directly, the commercial is titled “Real
Men of Genius” making a very bold claim. The commercial shows scene after scene of a guy who
though people are making fun of, just doesn't care what they think of him. When a viewer sees this they
may think to themselves the next time they go out to have a drink which can give them that good time.
While what is depicted may not be the choice of action of a real genius, people get a rise out of it when
seeing what may have been a bad choice can be celebrated as a funny memory. Concluding the
commercial the narrator says “So crack open an ice-cold Bud Light, Mr. Happy Feet” (Bud Light - Mr.
Really Really Really Bad Dancer ) with the image of an arm reaching into a cooler of ice cold Bud
Light. The disembodied arm simulates an image of the viewer reaching into the cooler from beyond the
TV. It is possible that people could believe that after drinking Bud Light they too can have a great time
and act as how the advertisers portray a real man of genius would in the advertisement.
The real men of genius commercial series does a good job targeting nondescript groups of
people. This specific commercial targets not types of people, but people's memories. Targeting what are
usually shared experiences at bars, weddings and clubs the commercial becomes easily relate-able to
many people. By talking about humorous situations most people have experienced the viewers are
more likely to actually listen to and watch the commercial. Having been transported back to a place
where the viewer is more familiar they may be more receptive to what is being sold. Not only might
they be more receptive, but also have changed how they recall the memory. In the future when the
memory is recalled of the crazy dancer at the bar who made a fool of himself, it is possible if drinking a
forgettable type of beer, the brand Bud Light is recalled. By reeling people in with humorous stories to
gain their attention, keeping that attention and playing on personal memories, most people who are old
enough to enjoy Bud Light beer may just the same recall the commercial when purchasing beer. This
alone may be all it could take when unable to make the choice in beer at the store.
The commercial uses a couple advertising strategies effectively allowing their commercial to be
highly memorable. The first and most obvious strategy is that the whole commercial is a soundtrack.
Commercials are often played over and over on TV becoming easily memorable. Being part of a series,
containing over 100 televised commercials, viewers could easily recall the jingles. Inherently songs are
memorable so by learning the commercial either in whole or part new memories are created with bud
light attached to it. Maybe the next time when a person familiar with the commercial spots a bud light
product or advertisement may recall what he remembered and recite the commercial's jingle. When
most people who recite memorable commercial jingles to a group of people at least one other joins in,
this multiplied with millions of viewers creates a plethora of new memory creation imbedded with Bud
Light branding. Coupled with playing on existing memories which many of those millions of viewers
already have, both old and new memories can be made and recalled at the same time. Where for
instance if someone who had seen a really really really bad dancer may crack a joke about that person
deserving a Bud Light for being a real man of genius. Utilizing two very powerful advertising tools the
commercial becomes an effective tool for advertising. Having studded multiple possible memories with
the brand Bud Light advertisers could not have done their job more proficiently. Having possibly
millions of viewers at one time or another in their life recall their jingle is exactly what they have set
out to do.
Artistic appeals are used by the advertisers to tactically appeal to the viewers. The voice of the
narrator is that of an unquestionable wise man. He speaks from a position of that what he knows is just
so true that the viewer feels they would be wise to listen. Ethos, or the credibility of the speaker, which
we tend to seek comes from how the commercial allows viewers to become receptive to the message
through becoming something worth viewing. This is done right away when the commercial starts by
getting people to laugh. When viewers allow themselves to engage with the commercial they
simultaneously can form a bond with both the narrator and brand having experienced a moment of
happiness with the commercial. That moment the viewer experienced is all that it takes to view the
narrator as credible. Next the advertisement uses an emotional appeal, or pathos appeal, to gain
acceptance by the viewer. Using comedy as a means to play with how the viewer feels about the
commercial, bud light is very careful to pick topics which are light hearted enough not to be distasteful.
Triggering a good emotional response around the brand Bud Light is what it takes to make customers.
By appealing to the audiences imagination positively, an appeal to pathos can cause and audience see
from the narrators point of view more easily and see how Bud Light really is the brand of choice for
real men of genius.
While the product may not be front an center during the entirety of commercial, the advertisers
make great use of other methods to entice prospective users of their product. Using rhetoric appeals the
viewer can not help but feel the narrator speaks from a place of credibility. Transporting the viewer to a
more relaxed disposition they become extremely receptive to the few times the brand is mentioned or
shown. Being held captive to the commercial's humorous atmosphere, and receptive as ever, the viewer
then becomes capable of remembering the commercial's soundtrack making it possible to create the
memories which contain the brand. Having these overly positive memories about a specific brand is
how advertisers gain user acceptance and eventually loyalty. In the end by overtly remaining humorous
and memorable, the “Real Men of Genius” commercial which scantily shows or mentions the product
being sold remains an effective advertising tool for the brand Bud Light.
Works Cited
1. Bud Light - Mr. Really Really Really Bad Dancer . Film. 1 Oct 2012.
(http://www.youtube.com/watch?v=yFfq6J-rKns)