This advertisement, above, claims that by buying PEDIGREE (a dog product), a donation will be made to The Pedigree Adoption Drive association will help dogs, such as the dog seen in the advertisement, find loving owners and homes. With this claim, the advertisement appeals to a wide range of audience members: to people who love dogs, dog owners, as well as those who would just like to help make a difference for the animals that need this care. Additionally, the advertisement is organized in a clean fashion and includes a wide variety of persuasive techniques. One specific strategy that is dominant is the use of ethos to create credibility and trust in the audience. The Pedigree Adoption Drive is an association and additionally a "Big Name," which gives the viewers a reason to believe the advertisement and address the advertisement's claim. In the lower right corner, written in fine print, the advertisement states that as of 2008, the total donations given were between $250,000 to $1 million. The use of the logos, or logic, supports the claim by using statistics and facts. At the same time, before anything, the advertisement captures the audience's attention with the use of the dog, Otis, who looks like he is sad, bored, or depressed, making that pouty face. This advertisement appeals to our emotions by using pathos. We, the audience, feel bad for the dog and hope that we can help make the dog happy and live a more pleasant life. Therefore, the usage of the emotional appeal captivates the audience. By simply buying the PEDIGREE product, we will indirectly make a donation through The Pedigree Adoption Drive, to help dogs find loving homes.
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