Visual Argument Analysis: Pedigree's Otis

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Pedigree’s adoption drive advertisement is an emotional appeal aimed towards consumers that own pets. Through an argument based on emotion and values, the advertisement successfully proposes a plan of action towards the consumer audience to help dogs find a home. In essence, the advertisement logically reasons, “If you buy our food, we will donate money to dogs without a home. If we donate money to dogs without a home, you will save dogs.” Through clever techniques such as direct contact in camera orientation and a personal anecdote of the puppy, Pedigree convinces the audience through appeals to emotion and values that buying their products will, indeed, save a dog’s life.

Pedigree’s advertisement’s intended audience is the consumer public. However, the advertisement’s actual audience can be considered one of all ages and all backgrounds rather than simply the consumer public. For example, a child can easily be persuaded by the emotional advertisement. Once the child has been persuaded, he or she will most likely tell his or her parents to buy the product rather than a different brand simply because of the cute puppy he or she saw on the print advertisement. Ultimately, through the emotional image and story, Pedigree breaks existing consumer loyalty that competing companies have by stealing the hearts of consumers, convincing them that by buying this product, the consumer will contribute to a larger change in the world rather than simply feeding their dog.

Also, by using the name Otis for the Pug’s name, an older audience is aimed towards to evoke traditional, and emotional responses. One significant factor to understand when reading the print advertisement is to have watched the move The Adventures of Milo and Otis. The movie, in short, is about a cat and a dog that helps each other survive and find mates and homes together. Obviously being an emotion-evoking movie, it is important when a reader comes across the advertisement. Pedigree’s clever decision to...
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