Introduction
Dogs have been considered man's
best friend since they were originally domesticated. They are often viewed as
the only animal to showcase their loyalty and their need to be loved by their
owners. In the "Lost Dog" commercial by Budweiser USA, an emotional
bonding between the man and the pets has been beautifully shown. The
advertisement depicts a clear message of love and the unity of a man with his
pets and for the same reason it got much appreciation. Pets are a source of
security and the objects of caregiving (Archer, 1997).
Evaluation of Logical Appeal
The main logic behind the "Lost
Dog" commercial by Budweiser USA is obvious by its name in which a puppy gets
lost and then saved by his powerful friends. The puppy seems desperate to go out
from his place and gets into the truck, but unexpectedly the door gets locked. He
keeps on moving while being on the truck and then finds his way to come out of
it. As he does not know the place where he is right now, he gets anxious. His
anxiousness has been beautifully shown in the advertisement in some scenes, for
example, he runs through the fields to find the place. In this scene, the sun
is setting, which means that more danger is coming with the arrivals of the
night. Another scene in which there is rain and the puppy is under the shadow
looking depressed of his current situation. The rain enhances the experience of
challenges that he faces during his day out. His guardian tries to find him out
by pasting posters on the trees that also increases the intensity of the event.
In the night, puppy finds an enemy that is standing against him and he gets
terrified as there is no one to save him. That scene shows the misery of his silly
act that can be seen through the frightening eyes of the puppy. Right at that
moment, his powerful friends appear and get him free from the enemy before
having any trouble. These powerful friends are the horses, which are also the
pets of his guardian. The scene also shows the loyalty of pets and their
relationship with each other. It shows that powerful friends help each other in
difficult moments.
Evaluation of Ethical Appeal
This advertisement is quite
different from other advertisements of the same kind. Unlike other
advertisements, this one does not include explicit content or showing a love
between man & women. The love and emotional aspect has been shown through
the pets and it embraces the ethical boundaries of the media as well as of
culture. The idea of using pets as a friend and their relationship with each other
has evaded the need of showing explicit scenes among the man and the women in
the advertisement. This advertisement also shows that the attention of the
viewer can be captured even without showing bold scenes in the advertisements
of beer and it can be done by showing a decent content.
Evaluation of Emotional Appeal
There is very much emotional
content in the advertisement. The relationship of a man with the pets and the
relationship of pets with each other have been depicted beautifully through
this advertisement. When a puppy gets lost, he feels pity and misses his
guardian whereas his guardian also seems conscious about his lost puppy. The
guardian pastes posters on the trees that show his emotional attachment and his
desire of getting back his lost puppy. The man has acted tremendously
especially with his expressions in the advertisement. One can really get into
the true message of the advertisement and can feel the depth of the love of
guardian with his pet. There is one horse in the advertisement that keeps on looking
at the puppy and feels pain in his eyes about him. The core component of the
advertisement that makes it perfect is the emotional part of it that shows how
a love with a pet is precious. The advertisement gets beautiful with the struggle
of horses to go for searching their friend and finally reaching to a place and
saving him from the enemy. When the puppy comes back, he desperately hugs and
kisses his guardian showing his apologetic emotions for the silly act. The
entire advertisement is about the feeling of friendship that can be enjoyed
with the beer. The man, horse, and puppy sit together in the last scene and the
man enjoys having beer with his pet friends. The emotional attachment of the
man with the pets is shown clearly in the advertisement that in the absence of
one, he didn’t have the beer in the entire advertisement and enjoys the beer after
finding a puppy.
Conclusion
This advertisement is a wonderful
depiction of the true emotional bond between a man and his pets. There are
various scenes in the advertisement that show the emotional aspect. The
advertisement is a good show of the logic behind the story. The relationship of
a man with pets as well as a relationship among different pets has been
beautifully shown that enhances the essence of the story. The enjoyment of good
moments such as having beer with best friends is shown in the advertisement. This
advertisement is a good blend of logical, ethical, and emotional aspects that
catches the attention of the viewers and this is the reason that this
advertisement is quite famous.
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