The commercial, ‘The Bug,’ is an advertisement for Budweiser beer. It takes place in a barroom that is long and narrow, typical of such an establishment in any city neighborhood. The bar itself is on the right of the TV screen, with the required mirror on the wall behind it, and assorted bottles on the counter. The over-all color of the place is dark with a typical wood bar and the colors beige and green, in various shades. In the opening shot, the bartender is setting up drinks on the counter, with the first patron arriving, saying, ‘How ya doin’?’ as he sits down at the bar.
In rapid secession, other men arrive, each using the same greeting, ‘How ya doin’?’ with varying inflections, but in almost the same tonal voice and with the same actions as the first costumer. The immediate thought of the viewer / listener is that the men are working class, perhaps all blue-collar workers. In addition, the general feeling is that this neighborhood bar is situated in a mostly Italian section of any city, especially where there might be Mafia influence. Those in the commercial are all men, roughly in their mid-twenties to late forties in age. They appear to be friendly with one another, and understand the meaning of the repeated greeting, ‘How ya doin’?’ . The short phrase that makes up almost the entire commercial, ‘How ya doin’?’ uses ‘ya’ instead of ‘you’ as well as ‘doin” instead of ‘doing’ which connotes the idea that these people are not well educated, or at least do not impart their education to the viewer or to one another.
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They are not using what would be considered formal standard English, but would be rated as vernacular English. While the dialect used to say ‘How ya doin’?’ is almost universally recognized as Mafia or Italian, it does not necessarily denote a negative perspective about the speakers. As the commercial progresses, the viewer sees a listening device concealed in the chandelier, and then two men inside what appears to be a van listening to the repeated ‘How ya doin’?’ via headphones. The men at the bar nudge each other in a knowing way, lean over the then-found ‘bug’ and shout, ‘How ya doin’?’ so that the listeners outside are overcome by the sheer volume coming through the microphone. All the while, bottles of Budweiser beer are in obvious site, visually connecting the commercial with this product, and the product with the phrase. In using the phrase ‘How ya doin’?’ repeatedly, and in tones that are almost the same in quality, somewhat low and forced out through the cheeks, the listener knows from past experience of hearing neighborhood Italian or Mafia types portrayed in the media that this group must be of the same background.
Because Americans have such a love / hate relationship with the idea of Mafia, they are generally fascinated whenever this type of portrayal is presented. Budweiser uses this fascination to drive home its product; the audience is immediately drawn to the way the phrase is both said and repeated, thus successfully engaging them in the product’s message: good old Mafia types enjoy Budweiser beer. Because this commercial is shown during a baseball game, it targets the male population who are most likely to be watching sports, and most likely to think that this group or gang of Mafia types are to be emulated, by drinking Budweiser beer. The use of this vernacular to promote the product is especially effective, because it reinforces the perceived male ideal of short sentences and terms or ways of speaking that do not need additional explanation to be understood, especially during something as important as a sports event.
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The phrase ‘How ya doin’?’ becomes the slogan of the company in its effort to sell its product. The abbreviated word choices, in addition to the inflections used by the speakers, enhance the overall feeling of neighborhood, Italian, and Mafia in this commercial. In using all the parts, the neighborhood bar, the repeated, Mafia or Italian dialect in the phrase ‘How ya doin’?’ and the idea of a microphone bug being in place, all reinforce for the viewer / listener that he or she is watching something related to the Mafia. This cleverly draws the viewer / listener into the commercial, and then sells the Budweiser beer.
