Analysis of Clydesdale Commercial

Angela Akard 

Dr. Tracy Sands 

English 0920-1010 

03 March 2016 

                                     “Analysis of Budweiser Commercial Brotherhood”

           The 2013 Super Bowl Budweiser commercial “Brotherhood” takes place on a horse farm in Chicago, Illinois. The producer Jake Scott plays on the emotions of his targeted audience, women. He illustrates the bond between a horse trainer and his beloved Clydesdale. The trainer raises the young Clydesdale from birth until it is time to send him off to be an iconic Budweiser Clydesdale draft horse. In the Budweiser commercial “Brotherhood,” the producer uses a different approach to capture the attention of his audience by emotionally connecting with them.

As the commercial begins, the viewer hear soft sentimental music playing in the background, you see a barn in the middle of this beautiful green scenery. As the producer takes you inside you see this man looking into barn stall, there lays this young Clydesdale. In that moment you feel an instant connection between them. That bond is seen through the way they interact with each other. The Clydesdale playfully nudges the trainer in attempts to get him to chase him. In the beginning of the commercial Jake uses a rhetorical appeal known as ethos. To the audience of women, the trainer appears to be this idea of the “perfect man,” he everything a woman can dream of having. He has the appearance of being loving, caring, nurturing, and strong. With men he is classified as being a “role model,” having the characteristics every man wish they had. The producer also uses pathos, playing on the emotions of every viewer. The viewer feels worry and fear when he sees the Clydesdale lying in the stall with the trainer setting by his side with a worried expression on his face. The joy and happiness that you feel when you see the Clydesdale up playing around, nudging the trainer to wake up. The smile on the face of trainer is a sign of relief that...