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Bud Light Product Placement

Fernanda Murillo, Viviana Sanchez, Hao Ly, Erick Fabroquez, Keegan Gudmundson
Mill Creek Middle School









Running Head: BUD LIGHT PRODUCT PLACEMENT 2

Loaded Language
Loaded Language is word for word negative or positive, strong emotional overtones or
stereotypes. Loaded Language in an ad makes you want to buy their product by the
strong things they say like a commercial I saw called Puppy Love Budweiser
Commercial.
In the 2014 Super Bowl XLVIII Ad it says
Bud Light. The Perfect Beer for when you somehow find yourself in a limo with Reggie
Watts and some bachelorettes, then get styled by Minka Kelly, before Don Cheadle, a
llama named Lilly, and the identical twin of the girl you just met take you to a party,
where you defeat Arnold Schwarzenegger in a sudden death ping pong match, that
puts you onstage with one republic. This quote tells me that Bud Light is a perfect
beer for whatever event or thing is happening to you at any time of the day.
Another quote I found is A refreshingly smooth Bud Light! Its always worth it.
(2007) this quote tells me that Bud Light is worth getting it for whatever amount of
money it costs or stereotype you are in at this second of the day.
This quote I found on a website is They incorporate humor and a certain kind of
sex appeal into their ads to sell their beer to men and send the message that there is
nothing more pleasing in life than drinking Budweiser. This quote tells us that
Budweiser Company is adding ads that include sex appeal, humor to attract men which
are the ones mostly attracted to alcohol.

Running Head: BUD LIGHT PRODUCT PLACEMENT 3
Emotional Appeal

Emotional appeal is a type of advertising that people use to get the viewer to buy
their product or to make them have a "Sense of the practical or impractical" when they
use this method "they are Attempting to appeal to the consumers psychological, social,
or emotional needs." they do this "to arouse fear, love, hate, greed, sexual desire, or
humor, or otherwise create psychological tension that can best be resolved by purchase
of the product or service."
("Business Glossary." All Business. Dun & Bradstreet, n.d. Web. 01 May 2014.)
From my point of view the Bud light company uses many emotional appeals to
lure the viewers to watch their ads for example The "Puppy Love" super bowl
commercial used an adorable puppy to "appeal all the puppy lovers in the nation." The
commercial used the most "Basic" Emotional appeals to bring in their viewers, using a
short story about a dog and horses
relationship for each other. Pulling on some peoples "emotional sides, for others it was
more of a Romantic love story between two different animals." they also used a very
popular song "Let her go" by passenger to get more of an effect on people and make
them want to sit and watch listening to a nice song with a cute, romance between two
animals. Another example for Bud lights commercials is the "Ian up for whatever"
commercial, the emotional appeal they used for that ad was the need to escape,
because in this commercial he is going on this extremely cool adventure driving in
limos, meeting famous people, and going to a one republic concert. Making
some people feel like if they drink Bud light they will feel like they going on an

Running Head: BUD LIGHT PRODUCT PLACEMENT 4
adventure and Escaping reality while you drink Bud light. They also send a message
"that there is nothing more pleasing in life than drinking Budweiser."
Background bud light
Bud light was Introduced in 1982 as Budweiser Light, Budweiser's flagship light beer
with 4.2% ABV and 110 calories per 12 US fly oz. (355 mL) serving (1,300 kJ/L). From
1994 to 1997, Bud Light aired 30-second commercials featuring Rob and Laura from the
CBS series The Dick Van Dyke Show. A slightly sweeter, higher alcohol version of Bud
Light launched in early 2012, with 6% ABV. This product is noted for being packaged in
a new translucent blue glass bottle. Bud Light Platinum has 137 Calories per 12 ounce
serving, 8 less than a regular Budweiser.

Since 1982, Bud Light has been the classic American light beer. Between Bud Light
Lime, Bud Light Platinum, and now Bud Light Lime Ritas, Bud Light is perfect for any
occasion. Whether you're at the big game or going on late night adventures, Bud Light
is up for anything.

Based in St. Louis, Anheuser-Busch is the leading American brewer. The company
brews the world's largest-selling beers, including Budweiser and Bud Light. Anheuser-
Busch created Bud Light in 1982 and it is now the best selling beer in America.



Running Head: BUD LIGHT PRODUCT PLACEMENT 5
Bud Light product placement
Product placement is when big companys like Bud Light strategically places their
product in places where their customers go or places that they see a lot. Also apart of
product placement is when the companys time their commercials to when the
companys target audience is most likely going to be watching that certain thing. One
example is that there is a lot of commercials during the super bowl and that is because
the companies are smart and know that there is a lot of people every year that watch
the super bowl so they pay a lot of money to get their commercial to be aired during the
super bowl. Also if youve ever noticed that the later into the day it gets the more adult
the commercials start getting because from my personal experience when I was
watching tv at about noon and saw an advertisement for a kid toy but when I came back
at like nine I saw a commercial for a razor. One example of bud light using product
placement is almost every year there is a commercial for bud light for the super bowl.
And in the 2014 super bowl commercial that bud light did they offered a bud light to a
random guy. And all throughout the commercial there was sneaky product placement. I
noticed that a lot of the stuff in the commercial was blue and the shade of blue was the
same color as bud light. And everywhere they went there was a bud light sitting
somewhere. When they were in the limo there was a bud light sitting on the DJ table.
When they were in the elevator and the twin came in to the elevator she brought bud
light. When he went in to the room to play ping pong with Arnold in the background the
twins were stacking bud lights into a tower.


Running Head: BUD LIGHT PRODUCT PLACEMENT 6

Celebrity Spokesperson
A Celebrity Spokesperson is a well-known or well respected individual who advertises
for a product or cause to support or oppose and becomes tied with that product or
cause. A Celebrity Spokesperson is common in advertising for products. They are
common in advertising because sponsoring a celebrity for your product may increase
sales by having someone that is famous, talented, or attractive saying something like
they their product or the product works. For example, most skin care products are
endorsed with an attractive celebrity.
In this 2014 Super bowl XLVII Ad by Bud Light, quite a few celebrities were featured
in this Ad. Celebrities that were featured in this video were actor Arnold
Schwarzenegger, rapper Reggie Watts, actress Minka Kelly, and American pop rock
band One Republic.
Bud Light is hoping that its star-studded Ad would increase sales, as their sales
continue to decline. Bud Light lost 4.3% and 0.7% of their shares of the beer market
between 1999 and 2012. (Business Insider, 2014)





Running Head: BUD LIGHT PRODUCT PLACEMENT 7

Overview:
Marketing for teens:
In Eight ways to reach teens article many people that want to get us teens to buy their
product, they follow these eight guidelines. This article talks about what we usually do in every
hour in the day when we are awake like watch TV for 200 minutes), we spend our time on the
compute for about 52 minutes, about 96 texts messages and also 25 minutes on console
gaming. Five ways that this article explains that teens are teens is that us teens communicate via
phone with our friends about details of our lives, teens love music, us teens socialize with our
friends away from adult supervision, teens go to movies to socialize and hang out, teens have
LIMITED access to money. Other people look at the way us teens are the same as everyone else.
Well we dont like ads we really hate them, teens find news important but we dont want to pay
for it, teens have distinct work compute consumption habits. These are the eight ways
companies can reach teens.
In the Color psychology website it shows us how companies use their colorful logos to
attract the world to buy their products. The most popular colors used and attracted to are red and
yellow. Red gives strong emotions, encourages appetite, increases passion and intensity and
symbolizes love. Marketing use red for increase heart rate, restaurants uses it to stimulate
appetite, creates urgency often seen in clearance sales, and also used for impulsive shoppers.
The companies that use the color red are McDonalds, Kmart, target, Lays, CNN, Nintendo,
Netflix and etc. Yellow increases cheerfulness, warmth, makes babies cry, stimulates mental
process and nervous system, it also encourages communication. This color for marketing
represents optimism, youthfulness; it is used to grab attention of windows shoppers, it also shows

Running Head: BUD LIGHT PRODUCT PLACEMENT 8
clarity. Companies that use this color is sprint, IMDB, Dennys, McDonalds, IKEA, National
Geographic and etc. There are other colors that other companies used but these to colors are the
main ones.
For my product Bud light it is not a way to attract teens because most teens are not
attracted to alcohol and it is illegal to sell beer to teens. But as we can see most of the companies
just want to make money and since teens are the most money spenders well they try to make
anything even if it doesnt work to sell to teens just because they want MONEY. They well sell
anything until they get caught by the government and then pay the consequences like some
companies.
Bibliography:
-"Bud Light "Secret Fridge"" YouTube. YouTube, 10 June 2007. Web. 29 Apr. 2014.

-Taube, Aaron. "Here's The Full Version Of Bud Light's 'Whatever Happens Next' Commercial
That Just Aired." Business Insider. Business Insider, Inc, 02 Feb. 2014. Web. 30 Apr. 2014.
- "Super Bowl Ad Chart: Who's Buying What in Super Bowl 2014 | Special: Super Bowl -
Advertising Age." Advertising Age Special Report Super Bowl RSS. N.p., n.d. Web. 30 Apr. 2014.
"Mr.Wentworth's Class." Mr.Wentworth's Class. N.p., n.d. Web. 01 May 2014.
Business Glossary." All Business. Dun & Bradstreet, n.d. Web. 01 May 2014.
Budweiser Super Bowl Commercial- "Puppy Love"" YouTube. YouTube, 29 Jan. 2014. Web. 01
May 2014
http://www.youtube.com/watch?v=gKKVQLDYYcw
http://en.wikipedia.org/wiki/Product_placement

Running Head: BUD LIGHT PRODUCT PLACEMENT 9
Taube, Aaron. "Here's The Full Version Of Bud Light's 'Whatever Happens Next' Commercial
That Just Aired." Business Insider. Business Insider, Inc, 02 Feb. 2014. Web. 01 May 2014.

Hayden, Erik. "Ian Rappaport: The Guy in The Bud Light Super Bowl Ad." The Hollywood
Reporter. N.p., 1 Feb. 2014. Web. 01 May 2014.

2014 Super Bowl "Ian Up For Whatever" Bud Light." YouTube. YouTube, 30 Jan. 2014. Web.
01 May 2014.