Media midterm ppt not mine

A Glimpse at the Power of Advertising(by association)

Interactive Instructions:

I will show you a series of components that are tied to the product I am about to discuss.

When you are certain you know the product raise your hand.

Budweiser: An American SymbolNikki Berotti

The Budweiser Company

• Started by: Adolphus Busch (1876)

• Location: St. Louis, Missouri

• Goal: serve a beer to consumers that becomes an American symbol, something that is a household product, something that will make the occasion and something that brings joy to those who experience it.

The Ads

• Ad #1: 1957

• Ad #2: 1950’s

• Ad #3: 1990’s

Ad #1: 1957

Slogan: Where there’s life… there’s Bud!

Statement: AREN’T YOU GLAD? Springtime is a happy time. And the best place to be is close to a Bud. Cold, refreshing Budweiser… the King of Beers.

Relationship: not only with each other… but with Budweiser as well. (she’s kissing the “king of beers”)

About Ad #1• Warm Inviting Colors• Springtime, happy time• Beer center of picture• Kissing the “king of beer”• Blossoming love for Budweiser• New love (for each other & Budweiser)• Golden Color of beer (gold is precious)• Woman: classy, refined• Man: working class• Both: look very happy, relaxed

Ad #2: 1950s

Slogan: Where there’s life… there’s Bud.

Statement: RELAX. You’re sure when it’s Budweiser… the ingredients are printed right on the label: Choicest Hops, Rice and Best Barley Malt.

Relationship: intimate relationship, not just producer consumer, but shifted to individual and producer.

About Ad #2• Warm colors (blue-calm)• Beer center of picture – gold color• Working class man, able to relax with beer• Wife is serving him beer• Ingredients on label – best. Only want the best

for yourself.• Huge smile on man’s face. He looks like he is

tipping off his hat to the “king” (Bud)• Wife seems proper – sticking her pinky up.

Ad #3: 1990s

Slogan: Jump on a Bud.

Relationship: with everyone, not just in the home or on a date… but now in the bars, in competition between people/species.

Statement: The Best Reason in the World to Drink Beer.

About Ad #3• Beer main focus- center of picture large• Bright light on frogs and beer• Background unimportant• Shows competition for the product – all three

“jumped on a Bud” at the same time.• Color of bottle is rich• If you take the cap off the bottle and flip it

over, the bottle would be wearing a “crown” (very fitting for the “king of beers”)

Comparing• Beer main focus in each ad.

• Colors carefully chosen in each ad, to draw the eye to the product. (gold, blue, pink, green)

• Budweiser wanted to be known as an identifiable American Symbol, and they followed the times accordingly and placed themselves in the most common setting of the time. (help draw in more dynamic audience)

Contrasting• Settings: #1- outside. #2- in the home. #3- bar.

• Beer container: #1- can/tall mug. #2- bottle/tall draft glass. #3- bottle

• Colors: #1- warm, inviting. #2- calming, warm, relaxing. #3- bright, centralized, fun.

• Subjects: #1- new/dating couple. #2- married couple. #3- animals/bar scene.

In conclusion:

• After all, the Budweiser Company is 136 years old for a reason… they have a good product, they advertise well, they draw in a diverse audience, and they serve the population with the best.

• The company forges relationships with its consumers through the use of ads, and affiliations.

Fun Facts:• Clydesdales: over 75 years!

• Dalmatian: originally used to guard the beer when the driver would go out on delivery.

• Coach: used to transport beer to consumers, the horses pull the coach through town.

• Eagle: spirit, optimism, freedom.

• Crown: “king of beers”

Thank you! Any Questions?