Budweiser Advertising

Term Paper # 101796

Advertising > Product-Specific

The paper examines a TV Budweiser commercial from the 2007 Super Bowl.

843 words () | 4 sources | APA | 2008 United States

Paper Summary:

The paper describes a 2007 Super Bowl advertisement by Budweiser and discusses the product, price, place and promotion. The paper looks at the targeted audience, how the product is positioned and what significant connotations appear to be at play. The paper shows how the humor of the advertisement guarantees it to have success among young drinkers.

From the Paper:

"Super Bowl ads have become extraordinarily lucrative marketing tools in recent years. One particular 2007 Ad by Budweiser features a beer cooler which has been left alone momentarily on a tropical beach. Its presence has been well-noted, however, and it is not long before a legion of crabs arrives to pay it homage. When the group absconds with the cooler, somehow evading the notice of those gathered on the beach, and taking it to a fairly remote location nearby, it becomes clear the commercial is building to a humorous climax. Sure enough, when two beers protruding from the top of the cooler move slightly shortly after the large item has been set down, the crabs respond by treating them as if the beers are twin deities, prostrating themselves in a manner that is funny even for a cynical commercial watcher. At the end of the brief advertisement, the Budweiser logo appears with its familiar caption, "Budweiser: King of Beers" and the obvious linkage between the beers being worshipped by the crabs and Budweiser Beer being worthy of the worship of American beer drinkers is made unapologetically - if rather clumsily (Budweiser, 2007)."

Sample of Sources Used:

Budweiser, Inc. (2007). "Crabs worship bud ice chest." 2007 Super Bowl Ads. Retrieved February 16, 2007 from <http://www.youtube.com/watch?v=GEK3_w5meHQ>
Dickie, Mure. (2007, February 13). Two-barrel approach for Anheuser. Business Life: Investing in China. Retrieved February 16, 2007 from <http://www.ft.com/cms/s/507dd36e-bb84-11db-afe4-0000779e2340.html>
Vranica, Suzanne, and Steinberg, Brian. (2006, January 25). Budweiser pulls out Super Bowl gimmicks. Wall Street Journal (Eastern Edition), p.B1-B11.
Whitney, Daisy. (2004, September 6). Budweiser and ESPN: 'Buds' through the years. Television Week, 23(36): 27.