In this ad in a 2009 People Magazine, the little white dog is used as the icon. Many of us have seen this little dog on tv commercials and in magazines ads for dog food. When I seem him, or any dog for that matter, I almost always think about my dogs and how happy I am to see them and they are to see me. They seem happy whether I’m there to play with them or just to feed them. Dogs are called “man’s best friend” and for a lot of people bring around a sense of happiness but also responsibility.
The advertiser connects this sense of responsibility and caring for your pet with their product… dog food. You love your dog and want to give him what’s good for him. The advertiser tries to convey the message that their brand of dog food is a way to love your dog and take care of him.
I’m not so sure the ad itself would persuade me to run out and buy a bunch of their food but it might make me think a little more carefully about what I’m feeding my dog.