Budweiser Is Well Known for the Use of Humor in Its

question 82

Essay

Budweiser is well known for the use of humor in its ad campaigns for Bud Light beer. Based on the use of humor in advertising for beer, does Budweiser believe that beer is a high-involvement or low-involvement purchase for most consumers? Explain your answer using the Elaboration Likelihood Model.

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Definitions:

Low-context Cultures

Cultures where people communicate explicitly, relying less on context, nonverbal cues, and background knowledge to understand each other.

Direct Approach

A straightforward method of communication, where the main point is presented at the beginning.

Indirect Approach

A communication technique where the main point is not immediately presented, instead leading through auxiliary details or reasoning before revealing the primary message.

Bias

A tendency to hold prejudiced views or unfair favoritism toward something or someone.