Pedigree Dog Food Advertisement

Pedigree dog food produced an ad that depicts a yellow lab digging into a street and in the upper right hang corner it reads “For strong dogs Pedigree”.  This is a very effective ad because it targets a specific audience and connects with them.  It specifically targets men who are dog owners with a lower to middle ranged income.  This can be speculated because Pedigree is a cheaper dog food then other competitors such as the Iams.   Therefore the people interested will obviously have an income comparable to that.  It can also me said that this is targeted at men because the ad applies stereotypes commonly thought of for men to a dog.  The stereotypes I am referring to is that the “ideal” man should be strong and macho.  Then in the ad one can see a dog that is digging through a road and at the top it reads “For strong dogs Pedigree”.  This is a very good use to capture the audience because men like to feel close to their dogs and Pedigree is selling the idea that there dogs can conform to basically what men want to be, strong.  Moreover, a dead giveaway that this ad is targeted for men is the colors that are used they are very deep and earthly colors mostly black and white.  Overall this ad is very efficient in capturing the audience, and also at promoting their dog food.  They single out a specific group of potential consumers and connects with them in a way that they find appealing.  This allows the men who are targeted to commit Pedigree to their mind as a brand name.  This allows men to trust this brand thus will influence purchase decisions made later on by these men.