Super Bowl Advertisements: Sentimental versus Humorous
When it comes to commercials Super Bowl advertisements take the crown. It is the biggest game of the year, with the biggest advertisements of the year. Companies make tactical decisions when it comes to getting the message across, which sparks the question, are sentimental or humorous advertisements more effective?
The Budweiser commercial titled, “Brotherhood,” that played during the 2013 Super Bowl has a sentimental tone. Meant to target people of legal drinking age, along with football fans (a sport where beer-drinking is just as important as a touchdown). The exposition shows that the story is set on a farm with a man and a newborn horse. As we keep watching we figure that it is this mans job to take care of a baby Clydesdale. He bottle feeds him, trains him, and teaches him to run. The man and horse form a strong bond, so it is an enticing and bittersweet moment when the Budweiser Clydesdale trailer comes to take the horse. Rising action starts after months of separation the Budweiser Clydesdale’s return to town for a parade. This is the man’s chance to see his horse once again. When the parade is over, just as the man is on his way back to the farm, the climax happens; his Clydesdale horse breaks free and chases after the man to say hello. All is resolved when the man and horse meet and share a hug. Usually leaving the viewer with a tear falling down their face.
It is thought to be a Budweiser commercial when we see the main character wearing a Budweiser hat, and again when we see that the horse is a Clydesdale. We are validated that it is a Budweiser commercial when we see the Budweiser Clydesdale trailer drive to the farm.
The other Super Bowl commercial that aired in 2013 from Taco Bell, titled “Viva Young,” has a humorous tone. This commercial is meant to be ironic because Taco Bell’s usual customer is young, someone who enjoys what they like to call “the 4th meal.” Which is the meal after dinner and before breakfast. The exposition of the commercial shows an elderly man in his retirement home, after final room checks for the night, he sneaks out of the nursing home.
His other elderly friends are outside waiting for him in a get away car. The enticing incident is the group of elders heading out for a wild night. You see the group skinny dip in a private pool, dance all night at a club, and get tattoos. The resolution is that the group ends their night at Taco Bell. It is not until the very end of the commercial that the company is identified.
The stronger narrative structure is the Budweiser commercial this is because an emotional appeal is more memorable. Also the story structure of the Budweiser commercial is stronger because it has a more exposition and rising action, which allows the viewer to be more invested in the outcome.
Both Taco Bell and Budweiser do a good job at catching the viewers’ attention. Both companies use compelling music that fit with the theme of the commercial. Each commercial has it’s own unique way of keeping the viewers’ attention. Taco Bell with the oddity of using elderly characters and the viewers have to watch the entire commercial to figure what company it’s for. Budweiser uses a handsome main character and small animals, and because of the sentimental emotional appeal people will be more likely to share the video.