This ad is advertising for VPI Pet Insurance. The ad contains a picture of a puppy running towards a hive of honeybees. On top of the picture are the words: Oh, no, he didn't. Oh, yes, he did. You can't explain risk to your dog.
This add employs two appeals: the need to nurture and the need to feel safe. The ad illustrates an innocent puppy running straight towards a hive of angry, swarming bees. Puppies have to be trained so they know what is right, what is wrong and what is dangerous. They are curious about literally everything they see, smell or hear and seeing this cute, innocent puppy running towards the hive causes a feeling of panic to ensue. The viewer wants with all their heart to help this little puppy and to tell him that running into a beehive is a no-no. The ad instills a sense of panic and helplessness and then it offers relief and a solution at the bottom--VPI Pet Insurance.
I thought this ad was fairly effective. The appeals of safety and nurture are subtle enough to where people are unknowingly drawn in. Personally, I felt the helplessness feeling and the panic rise up when I saw this ad. I wanted to help the little puppy but I couldn't. Then a solution was offered and wah-la! the panic and helplessness feelings were gone.
No comments:
Post a Comment