Wednesday, December 1, 2010
Sarah Whaley & Kim Nance
This advertisement for the American Society for the Prevention of Cruelty to Animals (ASPCA) is encouraging pet owners in New York City (NYC) to spay or neuter their large dogs by appealing to the emotions and logic of urban pet owners. It uses an image depicting a popular large dog breed styled in a similar manner to graffiti, both of which are common in the urban population. This captures the attention of the desired audience by appealing to their emotional ties to both their pets and their appreciation for urban art. The ad also gives several benefits to spaying or neutering which include a "longer, healthier life" and "less straying" which many pet owners can identify with. This appeals to the pet owner's logical side. We believe this ad achieves its desired effect using these 2 techniques of persuasion.