Adoption Drive Advertisement Analysis
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.
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The argument is carried out by using an appeal to both emotions and values. The direct gaze of the dog makes the audience feel as if it is staring directly at them. Through this, the audience is put on a guilt trip that makes them think, “I must help this dog.” If the picture is not convincing enough, the audience may move on to the text. Already a large factor in the print advertisement because of its bright yellow color, the text is an anecdote of the average day for a homeless dog like Otis. The uneventful, despairing schedule causes the audience to pity the animal making room for Pedigree to further force the audience to take action and buy the product. Essentially, the advertisement tugs at the heart’s strings in order to promote the product. One last significant technique Pedigree uses is the final sentence within the text. It says, “Help us help dogs.” Being a very abrupt, short statement, Pedigree draws attention to the sentence by making it shorter than others and putting it in a bold face. Through reading the sentence, Pedigree makes the audience feel as if they are included in Pedigree’s movement of getting homeless dogs adopted. The audience is then provoked to feel as if they can contribute their part in the movement if they buy the product to help animals find “loving
The argument is carried out by using an appeal to both emotions and values. The direct gaze of the dog makes the audience feel as if it is staring directly at them. Through this, the audience is put on a guilt trip that makes them think, “I must help this dog.” If the picture is not convincing enough, the audience may move on to the text. Already a large factor in the print advertisement because of its bright yellow color, the text is an anecdote of the average day for a homeless dog like Otis. The uneventful, despairing schedule causes the audience to pity the animal making room for Pedigree to further force the audience to take action and buy the product. Essentially, the advertisement tugs at the heart’s strings in order to promote the product. One last significant technique Pedigree uses is the final sentence within the text. It says, “Help us help dogs.” Being a very abrupt, short statement, Pedigree draws attention to the sentence by making it shorter than others and putting it in a bold face. Through reading the sentence, Pedigree makes the audience feel as if they are included in Pedigree’s movement of getting homeless dogs adopted. The audience is then provoked to feel as if they can contribute their part in the movement if they buy the product to help animals find “loving