Buick and Budweiser- Selling Success and Patriotism

Buick and Budweiser- Selling Success and Patriotism

Length: 1047 words (3 double-spaced pages)

Rating: Excellent

Open Document

Essay Preview

More ↓
Buick and Budweiser- Selling Success and Patriotism

Television commercials go beyond merely informing consumers about products or services: these advertisements sell their abstract ideas that tend to be valued in American society, such as success and patriotism. Two examples are outstanding commercials produced by the car manufacturer General Motors for their Buick cars, and the brewery Anheuser-Bush for their beer, Budweiser. While David Barry, in his essay, “Red, White, and Beer,” humorously describes the connection between commercials and values, Rita Dove and Marie Winn, in “Loose Ends” and “Television Addiction” respectively, are about an addiction to television and how television creates unbelievable ideal of a reality. Analyses of these two television advertisements, not only make a connection between their products or services and the abstract ideas of success and patriotism, but in the process, also sell the ideas as important American values in a powerful manner accomplished only by television, because of people’s addiction to it.

The General Motor’s car commercial features the professional golfer, Tiger Woods, on the golf course. He makes golf shots that seem impossible such as making a shot from a suspended bridge. Also, he is surrounded by famous people. While he is making these amazing golf shots, there is always a Buick vehicle at the background, and in some cases, Tiger Woods uses a Buick as a golf cart. The commercial has no plot, however, the visuals are stunning and the Buick is always prominently displayed in the picture. The fame of Tiger Woods is highlighted through the class of the car he drives as well as the seemingly impossible golf shots he makes with little effort.

On the other hand, the Budweiser commercial features a donkey that is disheartened as he can not be a part of the elegant, beautiful Clydesdale horses which are the mascots for Budweiser. Determined, the donkey practices by pulling a cart with beer, prancing about, and changing his appearance. Finally, he comes before a group of Clydesdale horses to be interviewed; however, he “he-haws” like a donkey and thus thinks that he will be rejected. Despite his fears, he is accepted as a Clydesdale.

These two humorous and classy commercials are aimed at selling cars and beer, in an unrealistic manner; however, they go beyond product marketing to selling the values of success and patriotism in an unrealistic manner too.

How to Cite this Page

MLA Citation:
"Buick and Budweiser- Selling Success and Patriotism." 123HelpMe.com. 05 Dec 2019

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Buick : A Global Strategy Essay example

- Throughout its history, Buick has had a series of regional strategies. Like the case explains, for decades Buick made cars for the U.S market and then exported them to countries such as Japan and Great Britain with the idea that what worked in the United States would apply successfully in a global market. In addition, Buick has taken cars designed by General Motors, such as the Opel Astra and Holden, meant for the European and Australian market, and labeled them as Buicks. However, we should note that Buick attempted a global strategy when it chose PATAC to redesign the current Buick LaCrosse....   [tags: General Motors, United States, China, Buick]

Research Papers
711 words (2 pages)

Setting The Limits of Patriotism Essay examples

- In many societies, patriotism is a must-have value. It is seen as a quality that everyone tends to have. In politics, when one refers to patriotism, it is meant not to be discussed; referring to patriotism is referring to something good according to common sense. However, History teaches that patriotism can rapidly and easily slip toward nationalism and militarism and become a reason to hate foreigners. In light of this observation, philosophers have studied the moral grounds of patriotism. One can wonder what the object of patriotism is and whether this object is morally acceptable: is it a country whatever that country is standing for....   [tags: Patriotism, Nationalism, MIlitarism, Government]

Research Papers
1413 words (4 pages)

Is American Patriotism Also Blind Patriotism? Essay examples

- It seems that patriotism is one of the most common terms used during times of war. Governments often use propaganda about nationalism to advocate their political views of the hostilities. Sometimes they even force patriotism on their constituents with fear-mongering techniques, which can have dangerous implications. That’s not to say that patriotism is inherently bad—many wars have been won for just causes because of it. However, it is a mistake to only think of war at a national level. There are devastating effects on the soldiers, families, and victims of war hostilities....   [tags: American patriotism is unique 2014]

Research Papers
1081 words (3.1 pages)

American Culture and Patriotism after World War Two Essay

- As a result of the war, America felt a new patriotism. As the wealth of the country increased the people were inclined to celebrate their success. They also celebrated having a much easier life than in comparison to the hardship and compromises of the war years. This was evident in the products that were designed to save Americans time and effort. There was advertising particularly aimed at women in the home household products. The consumerist beliefs were perpetuated by the mass media, radio, television, cinema and print media....   [tags: American Culture, World War II, USA, patriotism, ]

Research Papers
489 words (1.4 pages)

Essay on The Patriotism : Right Before Your Eyes

- Banal Patriotism: Right Before Your Eyes Everyday Americans pass through their cities and towns without really looking at whats right in front of them. In their defense, how often are you expected to notice the things that you see everyday. Although the average person doesn 't notice their surroundings, there are significant symbols nearly everywhere. Banal nationalism is the display of ordinary patriotic ideals and figures that are seen or experienced daily without receiving the proper recognition....   [tags: Nationalism, United States, Patriotism]

Research Papers
920 words (2.6 pages)

How Do You Define Patriotism? Essay

- Patriotism      Patriotism is defined as a love for or a devotion to one’s country. With the events that happened in America on September 11th, patriotism has been in everyone’s mind and heart. Young men and women have been enlisting in the armed forces to support America. Americans are flying flags on their cars and homes to show their patriotism. Millions of Americans are donating money and blood in support of the victims of the attacks. I would define patriotism as a loyalty and commitment to America and the people in our country....   [tags: Definition of patriotism]

Research Papers
650 words (1.9 pages)

Patriotism by Yukio Mishima Essay

- "Patriotism" by Yukio Mishima      Death, in many places death is feared, taking one's own life is looked upon as cowardly and weak. This story sheds a different light on death; it shows the honor and respectful way of bowing out. To see the honor in death, one must understand the culture and the time period. The story 'Patriotism' written by Yukio Mishima shows a couple?s courage, love and faith as well as the man?s commitment to his country.      As the story goes, Shinji is a member of the Imperil forces....   [tags: Yukio Mishima Patriotism Death]

Research Papers
552 words (1.6 pages)

Patriotism Essay

- The recent terrorist attacks on the World Trade Center and the Pentagon have caused confusion on the topic of patriotism. The best way to start understanding patriotism is to simply define it. Patriotism is a person’s level of loyalty toward their country. Displays of true patriotism are prominent in times of despair, such as wars and terrorist attacks. However, many people have discrepancies on what displays of patriotism really are. Some people believe that showing patriotism can be accomplished by waving the flag and singing the national anthem....   [tags: essays research papers]

Research Papers
571 words (1.6 pages)

Patriotism Essay examples

- Patriotism When confronted with the question, "How can I help preserve patriotism?", I honestly draw a blank. It is not because I can't help preserve patriotism, it's just something that should come naturally. Patriotism is defined as a devotion to one's country. I was fortunate enough to be brought up with the knowledge that it is good to have your own opinion, but that resulted in a direct love for the country for me. Some people, however, have not been as lucky. The roots of the problem reach back to the time in American history when the emancipation of women and urban mobility caused the home to give up much of it's control over the morals and ideals of the children....   [tags: Papers]

Free Essays
401 words (1.1 pages)

Patriotism Essay example

- Patriotism An egotist, according to the American Heritage Dictionary, is one devoted to his or her own interests and advancement. Everyone is an egotist in one way or another. Even when a person commits the most selfless acts of altruism, the act usually benefits the person in one way or another. Humanity is not, by nature, altruistic; humanity is, by nature, egocentric. This is evident in Yukio Mishima's "Patriotism" with the main characters, Reiko and Shinji. People are egotistical in the choices they often make: choosing friendship over patriotism, choosing to trust a spouse, and choosing one's personal freedom....   [tags: Essays Papers]

Free Essays
418 words (1.2 pages)

Related Searches

The beer commercial presents the story as a classic example of the American dream. The donkey wants to be successful, and he works hard to become a Clydesdale horse. Similarly, Tiger Woods is a successful professional golfer, and the commercial pairs his success with the car he drives. This connects to patriotism in the sense that the American dream is a foundation of patriotism, as Barry writes, “…if you want to talk about real patriotism, of course, you have to talk about beer commercials” (519). Thus, the commercial appears to be patriotic by promoting the American dream. However, these commercials do not accurately depict the reality of the American dream because they are too simple; success comes much too easy in these commercials, compared to real life situations.

Moreover, the commercial also touts the success of the donkey when he becomes a Clydesdale horse; he is successful because he has attained his goal of being chosen as a Clydesdale horse, even though, he is merely a donkey. Likewise, the car commercial also promotes success in that it shows Tiger Woods successfully driving a Buick and using that car in the context of being a successful golfer. Both of these commercials sell these values by providing examples of people or situations where the American dream prevails, which stirs up feelings of patriotism, and also promoting success as important.

In spite of the fact that these two commercials are so successful in selling these values and, as a result, selling their products because of America’s addiction to television, Winn warns that because of this addiction, “[. . .] the television viewer can never be sated with his television experiences- they do not provide the true nourishment that satiation requires- and thus he finds that he cannot stop watching” (507). Winn’s quote demonstrates the power of television and how people seem to prefer television to reality. This is because television provides a simpler reality that is appealing to them because it is much easier than the reality of the real world, but at times, it can be confusing.

For instance, in an essay on her own family’s experience with television, Dove states, “It is not that we confuse TV with reality, but that we prefer it to reality” (504). In reality, that donkey would not be able to become a Clydesdale horse because in doing so, he would have to change his entire essence; this is something that not only would be physically impossible, but also emotionally, because he would always remain a donkey. Thus, he would need to become something he is not in order to become successful, and this transformation came in a neat, forty-five-second time frame without showing the difficulties it would involve in reality. Also, she follows up the above quote by saying, “the TV offers an easier tale to tell” (Dove 504). Similarly, the commercial which presents Tiger Woods in his Buick shows a very successful man with his car; however, it does not show how much effort and practice his success requires.

Finally, though the commercials show these values of patriotism and success, they do not show the amount of effort it takes to attain their goals. This easy pseudo-reality, presented by television commercials, is so believable to some consumers, because of their desire for something less complicated than life. Therefore, television provides this neatly packaged reality which allows advertisers to take advantage of consumers’ addiction to television, not only to sell products, but also to sell their own version of American values.

Works Cited

Barry, David. “Red, White, and Beer.” The McGraw-Hill Reader: Issues Across the Disciplines. 8th ed. Ed. Gilbert H. Muller. New York: McGraw Hill, 2003. 153-162.

Dove, Rita. “Loose Ends.” The McGraw-Hill Reader: Issues Across the Disciplines. 8th ed. Ed. Gilbert H. Muller. New York: McGraw Hill, 2003. 503-504.

Winn, Marie. “Television Addiction.” The McGraw-Hill Reader: Issues Across the Disciplines. 8th ed. Ed. Gilbert H. Muller. New York: McGraw Hill, 2003. 505-507.
Return to 123HelpMe.com