VISUAL RHETORIC PRESENTATION

Pedigree Dentastix by: Mallory Bridgman

Background Information

• The purpose of this advertisement is to persuade pet owners to buy Dentastix to eliminate bad breath.

• This advertisement was created in December 2008 for Pedigree Dentastix.

• The advertisement was published by Mars, Incorporated and TBWA Milan advertising companies.

• Fabrizio Russo, Rossana Tocchi, and Mara Rizzetto all designed this advertisement for Pedigree.

Audience Who was the intended audience of this advertisement?

Audience

The intended audience for this advertisement would be pet owners. More specifically, pet owners whose pets have bad breath.

Point of View/Intention

What is the point of view in this advertisement?

What were the artist’s intentions while creating this advertisement?

Point of View/Intention

• The point of view in this advertisement would be whoever is viewing the advertisement. You are seeing what someone who happened upon this scene would be seeing. The point of view is first-person.

• The artist’s intentions were to make the dog and the bird the focus of the ad. The background is blurry and you cannot make out what is behind the two animals. The artist wanted you to only see the animals because that is the only important part of the ad. The artist also intended for the advertisement to be humorous.

Techniques/Composition Factors

What techniques were used in this advertisement to make the advertisement more effective?

Techniques/Composition Factors

• The artist used many artistic techniques while creating this advertisement.

• The light is soft and helps bring the focus to the two animals. • The two animals are clearly in focus and the background is blurred. • The two animals are vibrant in color, but the background is dull and gray. • The vantage point of the photograph would be somewhere behind the bird’s cage, facing the dog. • The photographed is balanced, but the dominant point of the photograph would be the dogs mouth, which puts emphasis on the purpose, which is dog’s having bad breath and it being prevented by Dentastix.

Appeals

Does this advertisement appeal to logos, ethos, or pathos?

Appeals

• The advertisement appeals to pathos because it is humorous.

it appeals to your feelings about your dogs having bad breath too, which are probably not good emotions. This would make you want to buy these Dentastix.

• This advertisement appeals to ethos because the product is made by Pedigree.

pedigree is known for making dog products for years. This makes Pedigree and therefore, the advertisement, credible.

• This advertisement does not really appeal to logos.

It is a light-hearted advertisement and uses no statistics or facts to try and be persuasive.

Works Cited

 “Against bad breath”, Advertolog, n.p. December 2008. Web. 25 February 2013. < http://www.advertolog.com/pedigree/print outdoor/against-bad-breath-12698655/ >