Rhetoric + Beer + Dogs = Party Time

Spuds MacKenzie. Need I say more? Ok then, here goes.
America's favorite narcotic, alcohol, is a multi billion dollar industry with an advertising budget to match. At the forefront of alcoholic advertising is Anheuser Busch, which outsells all other domestic brands combined. Introduced in a commercial during the 1987 Superbowl, Spuds, the "Original Party Animal", is seen here wearing a frat shirt, party hat and is on the verge of enjoying a cool refreshing goblet of foaming Bud Light. However, this ad is not just selling the concept of purchasing and drinking a product, but rather of how the product can create excitement, happiness, and social acceptance. The last assumption may be a bit of a stretch but stick with me here. First of all, who is the audience for this pooch? The list could include college students (men), former students nostalgic about their younger days (slightly older men), people susceptible to being deceived into making an irrational purchase primarily based on how cute a doggy in a t-shirt looks (women), alcoholics who inherently suffer fr0m depression, lastly and most controversially, children. Considering that Spuds MacKenzie memorabilia can still be found in abundance on the internet nearly 15 years after his death (technically "her" death, but that's another blog for another day) gives an indication about the success of this particular campaign which lasted less than 6 years. All of the above listed demographics have subcultures that frequently or occasionally consume alcohol in social (or not-so-social) environments. If you say "not children" feel free to get a plane ticket to any number of eastern European countries. By creating an icon, brand recognition and appreciation will increase consumer loyalty in these groups. Elements used in this ad include brand recognition, humor, and to some degree, shock value. Although fine print exists on the ad, the image is the major selling point, and that point is that bud light is a staple to having a good time. Using a dog instead of the stereotypical bikini model will leave a much more lasting impression on the viewer, the tell-tale black eye on Spuds only strengthens that goal. After several years of bad publicity (although there's really no such thing) Spuds was retired and Anheuser Busch abandoned the use of animals having a direct correlation to the consumption of alcohol in their advertising, at least until a certain trio of bullfrogs came into the picture....