Style Analysis
The ad featured above sets a before and after affect onto
the audience. The first slide on the left features a man, alone and appearing
to be sad. The second part of the ad uses the same image from the first slide
but adds two pieces, a “happy” dog and text. The text states that, “A dog makes
your life happier. Adopt.” This textual device directly gives the audience the
goal to adopt a dog. Or at least get a dog to bring their life happiness and a
true companion. The background in both pictures is a vast open landscape that
brings in a nature aspect into the ad.
In the top right is Pedigree’s
logo that sponsors the ad. The ad has nothing to do with dog food other than
the fact that the audience may adopt a dog and buy Pedigree dog food. The goal
of the ad is to increase awareness for adoption, one of Pedigrees main goals in
their campaign to help dogs and human companionship. The ad persuades the
audience to both adopt a dog and then use Pedigree dog food to feed that dog.
This ad uses several marketing techniques, one of them is
transfer; this is because by mentioning adoption the company Pedigree is given
a positive connotation. The ad also uses plain folks, the man in the picture
and be anyone, it will hopefully be the consumer. Another technique that the ad
uses is simple solutions, the ad says that, “a dog makes your life happier”,
this simple solution of adoption will make people happier, which is in the
consumer’s self-interest.
As a group we plan to use the side by side panels and text
to help with our campaign to increase awareness for Lokator. The logo for our
company will be centered at the bottom. It will use a before and after effect to
help create the cause and effect effectiveness for our app.
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