ABSTRACT
This chapter considers one of the advertisements in particular: Budweiser. The star product from industry behemoth Anheuser-Busch InBev, Budweiser is an American icon, a cultural presence that has grown since the late 19th century and is arguably the brand most associated with the Super Bowl. The Budweiser brand is an American stalwart–a formidable presence in the fiercely contested alcoholic beverage category. According to Budweiser vice-president Ricardo Marques, “While it is set in the 1800s, it’s a story we believe will resonate with today’s entrepreneurial generation–those who continue to strive for their dreams”. ‘Born the Hard Way’ was not Budweiser’s first foray into a discourse of national identity; but it was the most controversial. In both 1986 and 2017, Budweiser spoke through a quintessentially national myth: America as the land of opportunity and promise, where migrants were not only welcome, but also acknowledged as integral to the building of the country–they were both valued and necessary.
