Matt Robbins
English 103
12-7-11
Visual Analysis
Mother Fucker, how would you feel if you heard that where you worked. The commercial I chose was the swear jar commercial for Bud Light. It is a very funny commercial which takes place in a company office. None of the people’s reactions are different from what you would see in everyday life. It also keeps it main point and never shy’s away from it. Every time someone swears in the office they have to put money in the swear jar.
One man asks “who gets to keep the money?”
The woman replies “I don’t know, I guess we will use it to buy Bud Light for the office or something.”
As soon as she says that the man says “Fucking awesome.”, and then he walks away and swears at other people.
Everyone gets in on it and soon the entire staff is swearing and because they want to have a party with Bud Lite. The genius of the commercial is everyone acts like this is perfectly normal. It is real conversations that you would have with people at work and everyone keeps a straight face throughout the commercial. As you can see it the picture the man looks like he would if he actually had to put money in a swear jar and does not smile even though he swore on purpose. Bud Lite target audience for this was mainly men and people who enjoy comedy. Because the commercial takes place in an office many people can relate them to their everyday lives. They greatest thing a company can achieve is relating their product to the average person which they do extremely well. If they make something funny and put it in an environment where many people work, then you can efficiently sell your product.
In this scene the woman asks if she can borrow the man’s pen. By this point in time everyone has already has put there portion into the swear jar. The man gives a sigh as if as if she did not say please, but it was because she did not swear, so money would not go into the swear jar. He keeps going on with his work waiting for her to ask in the correct way.
Then she says “Can I borrow your fucking pen.”
The man then replies “You can borrow my fucking pen.”
He nods his head and gives her the pen. This shows how important it is to have Bud lite in the office. If the office is not in this we would not be able to relate to this and it would lose its effect over us.
This shows how much they want to get Bud Lite for the office. The people wanting the Bud Lite in the commercial can correspond with us wanting to have the same thing. They are attempting to sell the product to us as if we were those people. It is effective because you could imagine yourself asking someone if you can use their fucking pen or say fuck you to a colleague in the hallway.
This is basically out of a scene from a movie and it’s the boss giving a motivational speech to his employees. He is trying to get them pumped up and ready to go like any other boss, but instead of the normal pep talk he begins to start swearing. He swears twelve times in about 10 seconds. You also see one of the men giving his bosses ideas a fist pump. Normally that would be for his great ideas and people being really happy. Instead this it was because he swore so many times that he had to put a ton of money into the swear jar.
This is a great idea because everyone wants that boss that can push people and everyone wish’s they had him. They also make him swear a ton for the good of the company moral while giving a speech which makes him extremely likeable.
The boss says “We are gonna go down there and were gonna f*** some a**, were gonna f*** some a**, were gonna s*** ********** ****, were gonna s*** some d***.”
How many people can actually picture someone saying all of this like it is completely normal, yet he has everyone listening to every word he says. The things he says are completely outlandish and you would never hear them in real life, but that goes back to targeting people. They are having a conference and they are putting something that would never happen in it to keep us interested. It targets their demographic of men very well. What man doesn’t always dream of the pep talk of a lifetime and what he says adds even more to that idea. While the add targets men who enjoy laughing it’s not as much for women.
The one thing that the commercial does not necessarily appeal to is women. I don’t know many women who will swear for beer and they only use two women in the commercial. Every time of the women talks she does not say a swear word and it frustrates everyone else. It is always a man who corrects her to make sure that she corrects herself and swears. Most commercial like this tend not to appeal to women and it’s because some men tend to find it funny or they don’t really pay attention to it. It is a sly way of promoting a product to people. None the less this commercial has more woman participation than the normal beer ads do and it helps add to the dynamic of the ad.
This scene is the second time we see this woman. She was the one who asked for the pen and now she is trying to print some copies and the machine is not working.
Instead of swearing just like last time she says “poop.”
The man leans out of his cubicle and says “that doesn’t count.”
She turns quickly and yells “Shut the fuck up!”
She gets really mad people keep making sure she is saying swears, so they have more money in the jar and buy Bud Light. The commercial always goes back to the main idea of buying Bud Light for the office party. Once again they also use the woman who is the one who does not follow what everyone wants. She gets really mad and yells at the guy whom you don’t expect and it makes us crack up laughing. Bud Light does a great job on making us laugh and making a creative way of showing their product while keeping the main focus on what they are trying to sell.
The boss plays a huge role in the commercial because he participates in the swear jar more than anyone else we see. He is very instrumental because he shows how much they all care about Bud Light. They make him so much more interesting than the normal boss it makes you wish you could have a boss like that. By making you want a boss like that it makes you more interested in the commercial.
This scene is the end of the commercial and they got so much money in the swear jar that they were able to have the party. The boss breaks down into tears because he is happy with the outcome. This again appeals to men because of the pep talk aspect that a coach would give a person after a game. The only difference is he still continued to swear a lot unlike a normal coach would do. This continues the overall theme of the swear jar and continuing because Bud Light is so good.
The boss says “I am so proud of you sucker mother fuckers. Here, here.” Then everyone raises there bottles of Bud light in the air.
This is very important because it gives one more good look at the product. It also shows how everyone is happy to be there and drinking Bud Light.
Just as one final addition to the commercial an employee calls his boss an “asshole.” Then everyone looks at him.
The commercial was very funny and unique in how they target there audience. They did many things to increase the way that people see their product. All in all they did a very good job in of making people remember the commercial once they are done watching and that is what it is all about.

Matt Robbins
English 103
12-07-11
Visual Analysis Review
The paper that was the most interesting to write was the commercial analysis. I have never done anything like that before and it was kind of fun, but it took a lot of thinking to get it done. The purpose of writing it was to see if we could look at something and try and figure out who the product was being sold to and how they sold it. This took a lot of patience and I had to look at all of the details to decide what and how they sold the product. I chose to do the swear jar commercial for bud light because it is very specific to how they sell it. It took a lot of time to do it and there was a lot to think about that you won’t normally pay attention to. I liked how it turned out pretty good with what I was given.

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