AD1101 许克涵 20111304350

01 Topic introduction

02 The effects of animal elements in advertising

04 Animal advertising type 1: Related Productions

06 Animal advertising type 2: Public Service

Advertising

07 Animal advertising type 3: Loveliness

08 Animal advertising type 4: Anthropomorphized

09 Tips

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.

Popular photos in the internet about baby and puppy

The Effects of Animal Elements In Advertising

The effects of animal

elements embedded in

three part mainly：

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.

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.

2. Deepen audiences’ memory about adverting

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

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.

Zoológico : Welcome, Baby Giraffe, to our Family.

Animal Instinct Advertising

specializes in destination

marketing with a focus on

animal-related marketing,

advertising, entertainment

and production.

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?

Animal advertising type 3: Loveliness

McVitie’s chocolate digestive TVC: Kitten

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.

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.

Tips: