Bud Light, smooth and refreshing

Thinking about what to write for our free write this week, I didn’t have any really good ideas, so I decided just to do another rhetorical analysis. I decided to use a commercial from the super bowl, my favorite one of this year, advertising Bud light. This is using a narrative to tell a story of how two men decide who gets the last beer. The basic premise is that they both grab for the last beer, and to decide who gets it they decide to play rock, paper, scissors. As they come to the end of their 3 count, one man throws a rock at the other man’s head and knocks him down. He then proceeds to grab the beer and leave. This is using the pathos appeal by using humor to put the viewers in a certain state of mind. I think that if viewers find the commercial quite funny it will stick in their heads longer. Also they are using ethos simply by using the Bud light name. It is a very well known beer and a very well known company. They are appealing to the audience through their good name. People know that Budweiser and Bud light are two of the generally respected and well known beers in the USA. It’s also using definition and classification and the end of the commercial when they say that Bud light is a refreshing and smooth beer. It is describing it as a smooth beer and also classifying it as a light beer. Its name also classifies it as the beer of a major beer producer. It is not from a smaller micro-brewery, or an imported beer.