【Unlocking Word Meanings】
Read the following words/expressions found in today’s article.
1. sport /spɔrt/ (v.) – to wear something to get people’s attention
Example: She sported a blue dress at the party.
2. patriotic /ˌpeɪ triˈɒt ɪk/ (adj.) – showing great respect and love for one’s country
Example: The famous musician composed a patriotic song to celebrate the country’s independence.
3. coincide /ˌkoʊ ɪnˈsaɪd/ (v.) – to happen at the same time as another event
Example: The opening of the restaurant coincides with the Food Month celebration.
4. adorn / əˈdɔrn/ (v.) – to decorate something
Example: A huge painting of the American flag adorns the Mayor’s office.
5. risky /ˈrɪs ki/ (adj.) – describing something that involves danger
Example: The company’s decision to open a new office abroad is risky.
Read the text below.
Brewing company Anheuser-Busch [AN-hahy-zur boo sh] temporarily set aside the Budweiser label to sport a patriotic brand name–America.
The popular beer brand is known to include nationalistic themes on its can and bottle logos, especially during major sporting events. For a few months, starting May until November this year, 12-oz. Budweiser cans and bottles will carry America as its new name, coinciding with the Summer Olympics and the Copa America Centenario soccer tournament.
In previous logo designs, Budweiser featured American flags and the famous Statue of Liberty. This year, lines from the Pledge of Allegiance and lyrics from the American national anthem, the Star-Spangled Banner, adorn Budweiser’s summer cans and bottles. The line below the main brand logo saying “King of Beers” was also changed to the United States’ motto “E Pluribus Unum,” which means “out of many, one.” The phrase “The World Renowned” was replaced by “Land of the Free,” and “Budweiser Lager Beer” by “Home of the Brave.” Even the company’s name Anheuser-Busch, Inc. was changed to “Liberty & Justice For All.”
Budweiser’s vice president Ricardo Marques mentioned that with the sporting events and the elections coming up, this year’s summer may be the most patriotic ever. According to him, the temporary logo change is an ideal way to honor the United States.
While Marques believes that the changes will be good for the company, John Immesoete, chief creative officer of global marketing agency Epsilon, said that the move is potentially risky for the brand as it will set aside a name they have established for billions of dollars.
Enjoy a discussion with your tutor.
· Do you agree with the move to use a country’s name for a beer’s brand name? Why or why not?
· What can be the advantages of Budweiser’s name and logo change?
· Name simple ways that people can show patriotism.
· How can the government encourage patriotism among citizens?