Puppy Love

Megan Fitzgerald, Sydney Comber, & Chris Piterski

Semiotics from this 2014 Budweiser Super Bowl commercial have to do with the iconic Budweiser Clydesdales. The Budweiser Clydesdales have been a symbol for the Anheuser-Busch company since 1933, debuting their first Super Bowl commercial in 1986. If you didn’t notice, you will only see the Budweiser logo once in this commercial in a place that is not very noticeable. Because the company has built such a symbol from their Clydesdale horses, the Anheuser-Busch company felt no need to put the logo a bunch of times in the commercial. The commercial is targeting two types of people to relate too.  One viewer to appeal to is, of course, beer drinkers but also animal lovers.  Whether you like dogs or not Golden Retriever puppies are extremely adorable and something that most people can relate too. The commercial is geared to tell an emotional story and to show that Budswier is more than just something to drink while partying. Commercials like these are used to sell beer by making people associate the Budweiser brand with friendship. This is shown in how the Clydesdale horses always stick together and in this commercial, befriend a lost puppy. The context of the commercial is that friendship comes in all shapes, sizes, and colors.

From a psychoanalytic viewpoint, the power of the bond between the dog and the horse makes the audience feel a strong connection to the commercial. There are aspects of sadness when the two are separated, but then shortly after there is a happy ending, making the commercial memorable and appealing to all age groups. The commercial aims right for your heart, and is successful in doing so. The human race is appealed to any and everything that will play with their emotions, and this “Puppy Love” commercial is looking for a positive emotional reaction. Even though it contained no dialogue, the music playing in the background helped make it relatable to a wide audience of individuals.

Adolphus Busch journeyed to America from Germany in 1857 determined to achieve the American dream.  He started working at a brewing supply company and eventually took over the family brewing company.  He developed a beer that people could enjoy in the summer, not the traditional heavy dark ales.  Due to his expansive shipping network and entrepreneurial ingenuity he was able to achieve an expansive network of customers around the world.   


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