Approximately 111,900,000 Americans tune in to watch the National Football League's final football game of the season and in turn are introduced to arguments of Ethos, Logos, and Pathos (Sandomir). In the past few years, the Super Bowl has become the most watched televised program in America, giving companies an opportunity to broadcast advertisements (Taibi). These arguments generate revenue for companies, so it is imperative for the advertisements to succeed. The Super Bowl has become almost as famous for its advertisements as for its players, teams, and coaches. These memorable, thirty seconds long, multimillion-dollar advertisements affect the viewer because of their strong appeals to Aristotle's principles. Budweiser exemplifies the success of creating strong arguments by applying Aristotle's persuasive concepts to its advertisements. Budweiser creates a memorable label through its application of original, persuasive strategies.  During Super Bowl Fifty Budweiser continues in this fashion and creates a convincing argument brimful of Ethos and Pathos and Logos. 

In the past several years Budweiser has strengthened their image through their development of compelling Ethos appeals. Budweiser produces a brand name for itself based on its advertisements, so that individuals are not just drinking a beer, they are drink a Budweiser, "the King of Beers" (Wagner). The advertisement, "#NeverBackDown," opens with a five second frame of a Clydesdale horse, which the audience associates with the Budweiser brand. The Clydesdale horse is a symbol for the company and represents Budweiser's history and dedication to making American beer. The marketing team generates the tag line, "not ponies," to create the idea that the Clydesdales are not just ponies and Budweiser is not just a beer. Next, the company identifies their brand and ties Budweiser to American values. Then, the advertisement presents a close up on how beer is made and an image of American entrepreneurship. Budweiser creates this American message because the Super Bowl is very patriotic and generates a large amount of excitement for Americans.  In the advertisement the company expands the American image when they assert that their beer is "not imported" (video).  As a well-known label, Budweiser does not have to waste time generating a persona because they are one of America's top choices for beer. In their tag line of the video they state, "We're big. We have Clydesdales, not ponies. We're proud to be America's #1 full-flavored lager. Budweiser is 140 years going strong, and we're #NotBackingDown" (video).  As an American beer company, Budweiser assumes that their target audience is predominantly male. They insert the idea of masculinity and strength with the sound in the background during the whole sixty seconds. The company furthers this idea by claiming that Budweiser is "not soft" and "not a fruit cup" (video). The Budweiser brand identifies with the male sex, who prominently drinks beer. This advertisement strongly identifies with their audience, creating an Ethos appeal. Budweiser generates a Ethos argument because they know that their audience will recognize their brand, tie the company to American entrepreneurship, and identify "having a Bud" with the masculinity of drinking beer. 

The Budweiser advertisement has a very strong Pathos appeal because of the comfort and fun of consuming alcohol. The company creates a Pathos argument by generating a fun atmosphere in their advertisement. The Budweiser campaign makes a viewer want to hang out with their friends and drink a beer, but not any beer, a Budweiser. The advertisement depends on the emotion that the audience has when thinking about alcohol. Budweiser does not have to picture anyone drinking a beer to associate alcohol with having fun. Though Budweiser cannot show a person consuming alcohol, the brand does a very convincing job of creating an atmosphere where the audience identifies with the implied fun of alcohol. Budweiser knows that alcohol is a popular commodity and just has to convince the audience to choose Budweiser over its competitors. The advertisement also appeals to Pathos through laughter and entertainment. The advertisement amuses its audience when they call a masculine Clydesdale a "pony" and when the company claims that a Budweiser is "not a fruit cup" (video). The company appeals to its audience by adding an element of entertainment and laughter, which is a Pathos appeal. Budweiser realizes that to convince an audience to buy their product, the advertisement needs to create an element of entertainment and Pathos. 

Without expressing more than thirty-two words, the Budweiser campaign creates a logical argument through imagery. The label includes a Logos argument to make the advertisement more memorable, even if it is not as strong as the other appeals. The Budweiser advertisement introduces a logical argument through its depiction of making America's "King of Beers" (Wagner). "#NeverBackDown" shows imagery of natural products and a man working in a factory (video). These video clips show the process of making a natural, American beer. Budweiser logically suggests that people should drink their all-natural, clean, American beer, instead of its competitors' imported, chemical beer. Consistently throughout the sixty seconds, Budweiser inserts images of stainless steel, natural produce, and hard working American people (video). The advertisement focuses on Budweiser's American values to argue that the viewer should be buying American beer that is "not imported" (video). Budweiser makes a compelling, logical argument to their audience about drinking natural, clean, American beer. 

Budweiser creates a label for their beer and company through their persuasive Ethos, Pathos, and Logos arguments. As a leading brand for beer, Budweiser implements an Ethos appeal by knowing their audience, comparing the company to American values, and associating the beer with masculinity. The advertisement creates a Pathos appeal by implying a good time if the audience drinks Budweiser. With few words, the sixty second clip creates a Logos argument by demonstrating Budweiser's natural, clean, American process of making beer. The Budweiser campaign in the Super Bowl Fifty showcases the company's historic success in implementing Aristotle's original arguments of Ethos, Pathos, and Logos. 

