http://www.albc-usa.org/images/horses/Clydesdalestallion.jpgThe commercials during the Super Bowl range from beer commercials to car commercials and just as the products are very different so are the rhetoric persuasion and the way the appeals utilize (ethos, pathos, logos). However, the one of the common commercials during throughout the year and also during the Super Bowl that appeals to pathos appeal is the Budweiser commercials. The common symbol is the Clydesdales horses. In one Budweiser commercial the horse was in love and went on a journey. The purpose was to have a sympathetic yet hope reaction. In the other it was a comic use of pathos for the horse was like the dog but “a show off” for better than the dog. Thus in a way the message or purpose was that the beer is better than others or the “show off” according to the commercial. Ethos is very subtle for the authority is in the name and reputation of Budweiser. As for logos appeal, logically animals have been utilized in all different types and products in commercials because the effects on all types of audience. Thus the way the Clydesdale is uses the appeals is very successful rhetoric commercial and persuasion tool.
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