AD1101 许克涵 20111304350
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Topic introduction
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The effects of animal elements in advertising
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Animal advertising type 1: Related Productions
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Animal advertising type 2: Public Service Advertising
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Animal advertising type 3: Loveliness
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Animal advertising type 4: Anthropomorphized
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Tips
Popular photos in the internet about baby and puppy
Animal Advertising is Popular According to 3B principle (beauty, beast and baby) of advertising, animal is an important source of creative for advertisers. We love to see cute, funny, awesome animals, and they can’t
be ignored in the world of advertising. Advertisers frequently use animals in ads. There are animals like cats, dogs, owls, monkeys, elephants. Many animals are often perceived as cute, cuddly and friendly.
The Effects of Animal Elements In Advertising
The effects of animal
elements embedded in three part mainlyďźš
1.Attract audiences more easily and arouse their interest.
According to foreign studies, for each person everyday may contact more than 150 advertising stimulations in newspaper,
radio, TV and so on. But only 11~20 of this stimulations would be noticed on average. Relative to a great number of human ads, infrequent animal ads catch our eyes easier and arouse interest. It is amusing to see some animal acts like human.
2. Deepen audiences’ memory about adverting
Animal advertising has enduring appeal because it make audiences enjoy the scene. Most of animal ads come to our sight in the
form of humor and make us feel happy which would deepen the image of ads in mind. It is no doubt that anthropomorphized animal is interesting.
3. Shorten the distance between people and brand The increased number of pet owners give expression to more and more people love animals and they will happy to see something cute and innocent like dogs, cats or others show up in ads. It make the image of brand more closer.
Animal advertising type 1: Related Productions Advertising Agency: Porta, Santiago, Chile Creative Directors: Gonzalo Baeza, Mariano Pérez Art Directors: Fernando Muñoz, Chino Andrade
Account Executive: Daniela Ortiz Copywriter: Michelle Guichard Illustrator: Gonzalo Arevalo
Animal Instinct Advertising specializes in destination marketing with a focus on animal-related marketing, advertising, entertainment Zoológico : Welcome, Baby Giraffe, to our Family.
and production.
Zoo and feed are common animal-related productions that animal play important role in their advertising. The Zoológico had created an interesting print ad (Upper Left) that show hippo, bear,
ostrich and chimpanzee make a pyramid to feed the baby giraffe. It is warm and touched to see those animal act like family try best to take good care the giraffe even we can’t see it. And there also have a series of dog food ads (Next Page), dogs do something bad just because you feed them bad food.
Bad food bad dog：Affair
Bad food bad dog：Guide
Bad food bad dog：Poker
Animal advertising type 2: Public Service Advertising A progressive and civilized society should be the one respect human and other life as well. Animals are the frequent protagonist
of public service advertising to appeal people to prevent them. There is SPCA’s print ad (Below) in New Zealand showed us a impressive scene that a feral cat touch human’s hand. It’s strong hit to our heart by simple picture that made us reflect on ourselves if we have a right to abandon pets with ease?
McVitie’s chocolate digestive TVC: Kitten
Animal advertising type 3: Loveliness Psychologically the key to lead consumers to buy the product is change their attitude. Lovely animal image can attract consumers’
attention then increase their interest. Even arouse their desire to buy the product. Recently English biscuit brand McVitie pushed out three TVC, there is one of them (Above) which show some cute kitties come out from the packaging when they eat chocolate digestive. I think it’s a good advertising because it connected the taste and vision about sweet. We can learn how sweet the biscuit it is easily when we see those lovely kitties and we would have a good opinion of the brand.
Animal advertising type 4: Anthropomorphized
Advertising Agency: Heads, Sao Paulo, Brazil Creative Director: Silvio Medeiros Art Directors: Silvio Medeiros, Pedro Galdi Copywriter: Gabriel Sotero, Alpho Ramsay Photographer: Marcos Medeiros, Archive Postproduction: Megablaster Aproved by: Uriel Spach Diomedia.com: There are lots of terrible animal pictures out there.
National Geographic Collection. The best nature images are here.
This a collection of animal selfies (Upper Right) is innovative and different from common pictures. The picture collect website called Dionmedia contain all kinds of photos including animals.
It tell us there has best nature photo about animals just like they take the picture by themselves. It is funny and creative to make animals act like human.
Tips: It is difficult to shoot animals because they are hard to be predicted and controlled in adverting shooting. You have no idea to let a dancing dog start dancing when it just want to sit down and shake tail. So there would offer some suggestions about animal shooting:
1.Offer a suitable situation for animal performers to adapt it.
2. Try communicating. It is difficult to ask animal do something unnatural, we should follow animal’s habit to work.
3. Animal performers would reacted rightly for corresponding
stimulation, just find out.