Rhetorical Analysis Of A Hero's Welcome

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An empty airport. Two separated souls embracing after a long year’s wait. Greatly anticipated joy. Smiling faces. Tear-filled eyes. These emotions are so deeply portrayed in Budweiser’s “A Hero’s Welcome” commercial, depicting the homecoming of Lt. Chuck Nadd following his deployment in Afghanistan. Although a heartwarming video, critics argue about its sincerity. Is Budweiser trying to provoke tears in the eyes of its audience to promote support of the armed forces, or was it a video exploiting their service in an effort to sell cheap beer? Nadd, a Black Hawk helicopter pilot and operations officer, was able to return home from deployment a week and a half early for a speaking engagement in his home state of Florida. According to a local …show more content…

In the song “Coming Home,” Skylar Gray sings the words, “I’m coming home, I’m coming home, tell the world I’m coming home, let the rain wash away, all the pain of yesterday.” This communicates the relief and joy that Nadd’s loved ones felt at his homecoming. The parade, complete with American flags and war veterans, portrays a feeling of pride for not only this welcomed soldier, but also all American soldiers. The happy tears, screams of joy and delight, and the clapping of the crowds draws out the intended response: emotional and heartwarming. Think about being at a Super Bowl party. All the guests are screaming and rooting their team to victory. This commercial comes on during a break. The room probably went quiet. Goosebumps appear on arms, throats feel as if there are giant lumps inside, and tears begin to trickle down faces. People whisper and murmur about what this commercial could be advertising. Perhaps it is asking for military donations. Maybe it is a military recruitment commercial. The commercial does not tell what it is advertising until well into the video when it flashes the Budweiser …show more content…

What about the troops who face post-traumatic stress disorder when they return to civilian life? What is Budweiser doing to help them? Some people viewed this commercial as a scam in order to sell beer. The emotional citizens and veterans who lined the streets in the parade are said to be mere props in the production to boost beer sales. Nadd may have even been paid to shoot this commercial. One of Budweiser’s goals in producing this commercial was that by seeing the sweet homecoming of a soldier, it would raise “awareness” amongst the community so that people would see the heroes around them. While this may be a good thing to do, exploiting their service in order to sell beer is not. Soldiers deserve way more than a sixty-second video that provokes teary-eyed Americans to buy more beer. More than that, this commercial almost makes Americans feel as if by watching this commercial, they would have done their part by thanking and supporting the soldiers without even leaving their living room

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