Purina Advertisement Analysis

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Purina Advertisements: Ethos, Pathos, Logos, Style, Arrangement and Delivery Two of the advertisements for Purina Pro Plan dog food that were photographed by Adam Williams (1) and published in various magazines by Purina have many interesting structural elements. The Hunting and Police Dog advertisements both use the appeals and canons of Ethos, Pathos, Logos, Style, Arrangement and Delivery in similar, but unique ways. The intent of the following essay is to make clear the many similarities and several differences between the usages of these six cornerstones of composition in these two advertisements. When we first glance at these advertisements our immediate and lasting impression of their content is affected by the colors on the page. The color schemes that Purina chose to use in their advertisements cause us to believe in the company and awake our emotional tie to dogs. In the Hunting Dog ad we first notice the sophisticated hues of blue, brown, and black, which according to a model created by Sharon Hously, marketing manager for www.FeedForAll.com, would produce a sense of reliability, stability, and trust in the consumer’s mind. (2) In addition to blue, brown, and black, the Police Dog ad uses a shade of pink which, according to Hously’s model, would soften the impression that a policeman and his dog might have on the viewer with emotions of femininity, gentility and tranquility. Through the usage of color, Purina aims to build their own credibility and make the consumer trust their advertisements, ultimately convincing them to buy the product. The delivery of these advertisements is aimed mainly at the visual sense, as colors and pictures fill over half of each page. When viewing the advertisements, the consumer will automatically connect the written words with these images of healthy animals and the emotions that the colors evoke This is

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