Current Events and Advertising

In today's world we are often looking for substantial reasons to buy a product, this economy prevents a majority of society to go out and buy something because it's pretty. Persuasive advertising is the only tactic that seems to be working to get consumers to buy a product. In this world we have had a series of events occurring that are sparking advertisers attention, oil spills, cyber-bullying, animal cruelty. If advertisers use these current events are we going to be more likely to buy their product?

The recent oil spill sparked the attention of Dawn, an outlet for them to come up with a brilliant new commercial.


There are no words spoken in this commercial just a happy sounding song and by the advertisement being 90% visual it catches your attention. Without saying a word this commercial guarantees you that every bottle you buy, one dollar will go to help save animals. This society caters to those who cannot help themselves and we see that to be children and animals. How can you deny this helpless little creature from going from oil covered to it's happy original state? Most of us can't. A Pedigree commercial tells you a story a very powerful story and takes Dawn's story one step further.


In other advertisements for Pedigree we meet furry friends like Echo, Bailey, King, Archie, Mary Grace, Maggie, Oliver, Dixie and buddy, to name a few, the first parts of their commercials show us their sad story about not being adopted, may it be last picked in the shelter, or a family moves away from home. What we get to see in their next commercial is their success story of adoption, the viewer finds the happy ending that we were all searching for. This shows the consumer the idea of promise, the idea that, "sure if I buy a bag of Pedigree dog food, money will go to an organization, but now it will definitely make a difference". In life we are all searching for something to believe in, this commercial grants us that, the idea that we can make a difference and I can see how.