German-born and Cofounder, Anheuser-Busch, depicts how Budweiser came to be known as brewed the hard way, in his 2017 commercial. “Born The Hard Way” effectively per- suades young and immigrant people to accomplish the goals they set in life even if they face ad- versity.
Busch uses his personal journey to capture the true heritage of Budweiser. He is known as the hero of the Anheuser-Busch American dream story. Busch’s purpose is to sympathize with today’s entrepreneurial generation, who struggle to reach their dreams. He adopts a serious and sentimental tone, ignored to appeal to similar feelings and experiences of young adult and immi- grant viewers.
It begins by setting the stage with narration of the hardships Busch faces along his jour- ney to America. From the beginning, pathos is used to create a sympathetic sense of emotion in the viewers. Busch appeals sympathetic emotions of the viewer by showing the way he was treated, spoken to, and chanted at for being an immigrant, which characterizes the…show more content… He is continuously seen reading, writing, and referencing to his journal in order to portray his passion and focus for his dream. The tagline, “When nothing Stops Your Dream, This Is the Beer We Drink”, is selling the idea that dreams are hard, but when they are fulfilled it can produce success, also it is selling the idea of drinking beer to get people to buy beer. The perseverance Busch shows through his hardships conveys that the strategy is to build a positive emotional appeal to the brand, Anheuser-Busch. Busch meets Eberhard An- heuser. He presents his dream he has carried all the way from Germany. This is where his jour- ney pays off. Adolphus Busch and Eberhard Anheuser formed the partnership Anheuser-Busch. Despite what he or his journal have been through along the way, he finally reaches true American
