A recent advertisement that I saw on TV was for Pedigree dog food. This commercial was extremely persuasive with its use of precious dogs of different ages, sizes, and breeds. The commercial tells viewers that dogs are loyal, trustworthy, honest, friendly, and loveable, and for these reasons, that the viewer should provide their dogs with good dog food, and pedigree is good dog food. This ad persuades the viewer to buy Pedigree dog food, in order to repay dogs for their positive qualities.
This Pedigree ad uses the appeal of nurture and guidance. These appeals make the consumer feel obligated to purchase a product for the betterment of others. These appeals are used to impose a sense of guilt in the audience to make them more pressured and apt to buy a product. With these appeals, it makes the audience feel as if purchasing the product not only fulfils the purpose of the product, but also helps for the betterment of some other organization or society.
Throughout the Pedigree commercial, several dogs are displayed, making them look desirable and adorable. These characteristics make the viewer feel obligated to nurture and care for these dogs, and insist that the dogs will be nurtured if they are fed Pedigree dog food. The dogs look helpless and loveable. With these characteristics, the viewer may feel that purchasing Pedigree dog food not only nurtures their own dog, but also nurtures other adorable dogs.
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