English 101 LL
30 September 2013
Lust for Alcohol
In our daily lives advertisement is everywhere, from mass media to children cartoons. In a day, we have most likely seen thousands of advertisements. Thanks to modern technology, advertisement has spread all over the world. Advertisements are very powerful tool in business. Advertisement is also the most deceiving and persuasive tool for the public audiences. An advertisement is usually presented to the public to make an announcement. According to Fletcher’s article Art of Puffery? A Defense of Advertisement “because the concentration of economic power into ever larger units forces those units to make ...view middle of the document...
In this case, the ad is propaganda. Cross would categorize this as argumentum ad populum. Argumentum ad populem simply defined would be telling the public what they want to hear. In this case, this ad shows two different captions that support Cross’s label of argumentum ad populem. First caption would be on the left side “Endless Opportunities”: the ad is showing that if you buy this beverage, it can give endless opportunities of getting this image of sexual fantasy. The second caption “Superior Drinkability”: shows if the person drinks Bud Light, then they will look superior while drinking. Of course, in reality this is not true, but the people would buy this out of anxiety.
Furthermore, the ad tells the public “Superior Drinkability”. William Lutz would support that the word “superior” would be a weasel word. In the world of advertisement, advertisers would eliminate competition of sales by using these weasel words, such as superior. The word superior claims that product we are selling is better than any other product out in the world. The ad uses the word superior to help eliminate competition, and announce to the public that Bud light is superior to any other beer product. Although, if the person has a preference of beer, than the company cannot really argue it is very superior to others.
The ad can be further implied to be Bandwagon. This ad is trying to persuade the audience to drink Bud Light because of the images shown. The sexual images may...