On the one hand, this different cognition of the same communication is due to the different strength and intensity of advertising communication in different places, but in fact, the most important reason is the different cognition and acceptance of visual communication formed by different places and cultures.
Why does Budweiser use the images of ants, horses and other animals to display its products? One of the main reasons, of course, is that the juxtaposed images may have a greater influence on consumers than the photos of the products themselves. The function of this * * * is mainly to express the meaning that the product itself cannot express. Using animals that have some similarities with products, through some juxtaposition, will guide consumers to intuitively feel the similarities between the two. At the same time, because the meaning of visual structure is uncertain and implicit, for some consumers, it may be more effective to react instinctively and thoughtlessly to images, even more effective than objective language argumentation.
However, different cultures in different regions make different countries choose different animals as the protagonists of their visual images.
In the United States, Budweiser beer is "a kind of beer": the beer that consumers stop at the bar on their way home after a hard day's work. Budweiser beer is always associated with overalls (Americans regard overalls as the concept of casual wear), greasy hands and hard work. In the American market, Budweiser emphasizes "dream", and the image of a man who combines dream, strength and labor pride becomes the perfect image of Budweiser beer consumers.
Therefore, Budweiser Beer would rather use strong horses in advertising activities than bred horses. What I want to explain here is a strong horse, also called a pack horse. Its biggest feature is its strong body, extraordinary energy, and a mighty and powerful appearance, which has become the temperament of Lamar. Thoroughbred horse is the only horse used for horse racing, because it is the best at running, and after training, it can often give people great surprises at amazing speed, so it is called "the king of horses"! However, these horses were carefully selected by Bole. Thoroughbred horses come from "aristocratic families", so thoroughbred horses can only be "pets" of nobles. Therefore, Budweiser would rather choose Crasday as the visual symbol of its brand, and perfectly combine the image of the working class with the traditional American virtues.
This is not to say that Budweiser beer does not emphasize the status of social members, but exists in a more subtle and subtle way. Because paying too much attention to status runs counter to the American belief in social equality and classless society. Many of them believe in equal opportunities, which is not only an American ideal, but also the actual situation of their lives. In a society where people can decide their own destiny, people at the bottom of the society will have more hope to see their dreams and bright future.
Lamar is an animal that combines wildness and elegance. Lamar is not as light and fast as a thoroughbred horse, but he is magnificent and unreasonable, so that once he really spreads his hooves and gallops, a passion for freedom and dreams will instantly generate. In fact, the preference for Lamar, in the connotation of Budweiser beer brand, also exists as a substitute for freedom and dreams. Lamar is an animal with strong personality. Although lamar looks gentle and quiet, lamar's strong sense of competition is beyond the reach of other animals. Here, there is no absolute authority, only the dream passion intertwined with freedom and competition. And this is the "American Dream". In the American market, every consumer who drinks Budweiser beer can have dreams and glory.