“Spray”By: Natalie Dugger

Background Information

• This ad was created by an Italian company, ENPA, which stands for Society for the Protection of Animals.

• It was first published in October 2009 in the ENPA newspaper.

What is the purpose of the ad?

What is the purpose of the ad?

• The purpose of the ad is to prevent cosmetic testing on animals and the effects testing causes.

• ENPA’s purpose is conveyed to the viewer through the picture of the puppy being used as a perfume bottle.

Who is the intended audience?

Who is the intended audience?

• The intended audience is people who are for protecting animal rights and people that use products that have been tested on animals.

• ENPA created the ad to reach this audience and effectively prevent future cosmetic testing on animals.

What is the focal point of this ad?

What is the focal point of this ad?

• Even though the woman is the largest part of the image, you are immediately drawn to the dog and the perfume coming from the dog’s mouth.

How does lighting affect the ad?

How does lighting affect the ad?

• The woman’s pale skin, the white mist from the perfume, and the pale hand holding the dog contrasts with the dark background to draw the viewer’s attention to the dog abused by cosmetic testing.

What is the ethical appeal?

What is the logical appeal?

Logos

• The logic in the ad is that cosmetic testing on animals is harmful and should be stopped. The longer is goes unstopped, the more harmful it becomes for the animals involved.

What is the emotional appeal?

Pathos

• While the woman’s expression is very neutral, the dog portrays fear and hurt. His emotions provoke sympathy from the audience, persuading them to fight against cosmetic testing.

Is the ad effective?

Is the ad effective?

• The ad is not as effective as it could be if the puppy’s face showed more pain/hurt. In fact, some viewers have even suggested the ad to be humorous.

Works Cited

• Lowe Pirella Fronzoni Ente Nazionale Protezione Animali. ENPA, September 2009. Web. 12 October 2012.