Budweiser and the Clydesdales, Part 4

This is another great example of intertextuality and anthropomorphism. The horse who doesn’t get picked to pull the wagon undergoes rigorous training similar to that seen in the movie Rocky (1976). The dalmatian takes up the part of the trainer. Again, the advertiser is relying on us to be culturally attuned to the Rocky mythology, even down to recognizing the music.

When we see examples such as this, we come to realize how much of our culture is the product of the media industry. A movie like Rocky is such a rich source of visual and aural signs, advertisers cannot resist calling on it nearly 40 years after the film was made.