Animais na publicidade: o cachorro como elemento figurativo da Budweiser

Abstract

The presence of animals in advertising has become commonplace, being found in different forms of media and different presentations, they are chosen because they are a powerful figurative element when sending a message. Thus, it is important to analyze the motive and the functioning of animals featured in Budweiser campaigns, which have been used since the 1980s to communicate with their audience, and to develop their brand in the market. Introducing the dog in its pieces, a brand forms bonds with its consumers through the use of attractive narratives and symbols that reflect the environments known to them. In order to understand why the brand employed animals in its pieces, it was necessary to study Budweiser's history, its marketing communication, its history of animal campaigns, as well as research and bibliographic readings. It was possible to understand the intention and motivation of the brand to present the dog as a persuasive element in their pieces. Being a product directly related to friends and moments of relaxation, the dog can fit in the lives of humans like beer does, which results in emotional ties, not only to the animal, but especially with the brand and its image. This is a communication strategy to create loyal customers, win new consumers, fix a brand image and create affective relationships with your audience.