1. Budweiser’s Advertising: Animals, Emotion & Nostalgia COM313 Alicia Gutierrez Ted Gournelos “On my honor, I have not given, nor witnessed, nor received any unauthorized assistance on this work.”

2. Background Local St. Louis brand, bought for $52 billion by international conglomerate InBev in 2008 2014 revenue: $35.48 billion Super Bowl 2015, 114.4 million viewers Won USA Today’s annual Super Bowl ad meter

3. Literature Review Approaches to advertising: Manipulation of emotion to increment variance in purchasing behavior (Holbrook and O’Shaughnessy 1986) Power of nostalgia to create consumer’s “self”, facilitates advertisers ability to create self-brand connections (Muehling and Pascal 2012) Lifestyle branding as a way to create emotional bond to consumers (Parker 2013; Austin and Matos 2013; Messner and Montez de Oca 2014) Young people, alcohol and media: Meanings young people hold towards alcohol and ways in which they use advertisements to understand their worlds and themselves (Parker 2013) Young people’s exposure to alcohol marketing through cultural association like sponsorship of football (Atkinson et. al 2011; Messner and Montez de Oca 2014)

4. Methods & Sample Content Analysis Budweiser Super Bowl Advertisements from 2005-2015 17 Advertisements 4 In-Depth Interviews Undergraduate Students Aged 19-25 2 Female, 2 Male

5. Results- Content Analysis Emphasis on animals, friends, rural and heroic setting Change in time period

6. Results- Interviews Themes: Targeting younger audience. Heart warming, nostalgia. Relatable, easy to identify with for a variety of audiences.

7. Discussion Illusion of small, personal brand to stay competitive Creating emotional experiences Based on tradition despite the fact no longer a domestic brand, brand recognition to maintain power Maintained by dominance on Super Bowl

8. References Atkinson Amanda, Gill Elliot, Mark Ellis, and Harry Sumnall. "Young people, alcohol and the media." (2011). Messner, Michael A., and Jeffrey Montez De Oca. "The male consumer as loser: Beer and liquor ads in mega sports media events." Signs 40, no. 1 (2014). Austin, Caroline Graham, and Geraldo Matos. "Lifestyle Brands: The Elephant in the Room." Advances in Consumer Research 41 (2013). Holbrook, Morris B., and John O'Shaughnessy. "The role of emotion in advertising." Psychology & Marketing 1, no. 2 (1984): 45-64. Muehling, Darrel D., and Vincent J. Pascal. "An involvement explanation for nostalgia advertising effects." Journal of Promotion Management 18, no. 1 (2012): 100-118.

9. Thank You!