Outline for Speech #1
Title: Rhetorical Analysis of a Budweiser Commercial
Introduction
I. Dogs are a huge part of our society today and how a family connects. They identify pets as part of their family and without them their family wouldn’t be the same. Picking out a puppy as a little kid and growing up with that dog by your side is a critical part of some people’s childhoods and what they remember from it. Dogs are something that 9 times out of 10 people fall for instantly. This commercial is more about raising awareness for drunk driving than selling their own product, making it a campaign.
A. Purpose statement: I want to talk about the connection that Budweiser makes between the dog and beer, which they associate with making the idea of drinking and driving more spoken about in this campaign. To start, I’ll talk about how the dog draws the viewers in from the very beginning. Then I’ll analyze more of the technical aspects, like camera angles and movements the owner and the dog are shown in. To finish, I’ll express how the music and slogan bring a lot of emotion to the campaign.
B. Thesis statement: The purpose of this commercial is to raise awareness on the issue of drinking and driving. This is given through the relationship between a man and his best friend, his dog. It ends up being effective because it establishes an emotional connection between the viewers and the dog, ending in relief when they realize the owner made it home, making it relatable to their personal lives. The slogan for this campaign is “Friends Are Waiting”, which totally embodies what this commercial stands for.
Main Points and Sub Points of Body
I. Dogs can be relied on, but they also really rely on you.
A. The dog and the owner are playing catch in the opening scene. This shows the playful and fun aspect of the friendship they share. It shows how they’ve grown together.
B. The dog is confused but excited when all of the owner’s friends and him leave for a party, carrying the drinks. The dog is shown looking after them from the window, then laying down on the floor, bored. This is the waiting aspect.
C. The dog is heard whimpering, sadly waiting all night for the owner to come home. He gets excited when he sees car lights, only to realize it’s not the owner. This is Budweiser highlighting that drinking and driving always leaves someone unaccounted for, and it shows the impacts a stupid decision could make on other people/animals besides yourself.
Transition: Your dog/pet is always by your side, really highlighting the meaning of a man’s best friend. Budweiser is trying to portray the idea that drinking and driving will always leave someone waiting, and that it’s simply not worth it.
II. The camera angles emphasize how the dog appeals to the viewers and the relationship between the owner and pet grows and maintains itself over time.
A. The first scene shows the man carrying the puppy, the puppy making eye contact with the audience. This establishes not only a male appeal with “a man’s best friend”, but also makes a very emotional connection with females, appealing to both audiences.
B. The slow motion effect of the beginning of the commercial drags the audience in to highlight the good times the owner and puppy have shared and making these valuable to establish pathos.
Transition:
III. The words that appear on the screen and the music are underlying important elements that add to the credibility that Budweiser establishes for itself.
A. The music literally says “A lifetime is not long enough to show you what you mean to me”, “I’ll be waiting here for you when you come home to me”, all explaining the storyline. It adds even more emotional importance to the commercial.
B. The words that appear on the screen after the owner comes home: “For some, the waiting never ended”, and “But we can change that” establishes credibility for Budweiser. It exemplifies the idea that Budweiser supports having a good time but being responsible, and therefore reinforces the brand. It claims that they are responsible and don’t tolerate drinking and driving.
Transition:
Effectiveness
I. The main impression the commercial leaves viewers with is the relationships we maintain with pets and others, making it unacceptable to condone drunk driving, which would ruin those friendships and connections.
A. The commercial leaves an impression on the viewer’s emotions, at first making them sad and sympathetic for the dog when it has to wait all night. Then, Budweiser is able to turn it around and leave the viewers feeling relief when the owner comes home and explains that he didn’t think driving was a good idea.
B. The music and wording towards the end establish extra pathos, only deepening the argument they’re making and using those elements to back it up.
Transition:
Conclusion
I. Budweiser is able to make a really strong connection between the viewers and feeling sympathetic for the situation they watch unfold. Budweiser raised awareness for the issue of drunk driving and makes sure the viewers are left with the impression that Budweiser does not support drunk driving and considers themselves a responsible and respectable brand. All of the elements I discussed come together to leave the idea that “friends are waiting”, or “friends are counting on you”.
