Each advertisement promotes the adoption of dogs through the comparison of two of the same photo. One has a dog and the other one does not. With the clever phrase of “A dog makes your life happier. Adopt.” the viewer is able to heed the message and visualize the results. What is interesting in the image is the use of pathos. Pedigree specifically used images that have a very sad look to them. The models use of body language was very isolated and seemed quite depressing. But isn’t that the whole point? It catches the viewer and makes them stop and think about the person’s life and what they might be going through. It creates a somber mood where the colors are dull and the landscape is too. All of these subtle cues allow for the image to be that much more powerful.

Just one of Pedigrees campaign ads

The context used throughout all of their ads gave way to a more meaningful campaign. Pedigree single handedly pioneered their movement toward making shelters less packed and finding dogs a forever home. By broadening their horizons and appealing to a bigger audience they were able to gain a bigger sense of purpose. What really makes the ad hit home for the viewer is the contrasting image on the right. Even though it is the same image, not at all retouched, the only difference is the dog. The dog’s presence in the photo literally brightens the colors and creates a different mood. He brings peace, love, and a touch of happiness to each photo. Instead of the man looking sad and alone he now looks passive and laidback. The message of Pedigree is that the dog brings happiness no matter the circumstances and all you need to do is adopt. In addition the simple crisp text used in the ad allows the attention to be fully on the dog and the owner. Yes, the viewer is told the message, but with this they are able to feel the message and let it sink in.

Since the text is crisp and small, the alignment also plays a key role in the overall presentation. Placed directly above the man’s head it cohesively brings the eyes up the picture. Since there is no dog in the first one, the second picture brings the attention immediately to the dog, secondly it follows up the image to the words so you can read what the dog actually represents. The rhetorical choices that were made in creating this ad all group into a great combined effort. The makers thoroughly thought out the cohesiveness of each point and even considered the collective impact they’d be creating. Because of this, Pedigree has helped thousands of dogs find homes all over the country due to the awareness and simplicity present in their ads.

When considering the audience these advertisements are geared toward you tend to assume it is the fragile female with a big heart. Strangely enough, each of these ads use only male models. It makes you wonder why they are shying away from the standard adoptee and moving more toward the rough and tough male figure. In reality, their plan is genius. The standard male that society presents to us has a very masculine disposition. By this I mean, bad-mannered, jagged and unaffectionate. Today we classify men without emotions because that is what’s accepted. Pedigree said to the hell with this standard and pushed out ads with men in mind. By opening more men up to the adoptee world they were able to gain a much bigger following, and in turn gave many more pets a loving home. Truly banking on the motto ‘a dog is man’s best friend’.

The final points of the advertisement are in line with the culture we live in today. People love animals and most treat them like equals, even to the point of being considered family. Pedigree decided to use this love we all have for pets to their advantage and help people realize they need one or two in their lives. Through the clever meaningful ads they produced and the seamless rhetorical choices they made, I don’t think they could’ve done better.

Ever since 11th grade I have worked in an animal hospital in my home town. For years I have seen an increasing number of shelter dogs and cats come through to get various treatments or to be spayed or neutered. There are so many animals that deserve to get loving homes and adoption is the only way. I sympathize with Pedigree and love the message they bring forth, inviting people to make a difference by saving lives one day at a time.