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Nestlé launches advert in Austria aimed at Dogs!

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posted on Oct, 7 2011 @ 12:11 AM
I wonder if this is really aimed at dogs, or rather their owners?
However, the fact is that while owners fall for packaging and adverts, pets do seem to have brand preferences.
Whenever they give away that free promotional packet of cat cookies, the risk is that the kitty will go on hunger strike until it gets more.

In any case, this is a commercial where they claim to use sound effects unheard by humans to entice the pooches and hounds.
I'm not quite certain how the dogs will associate that with a visual image, or when the dog gets to go shopping.
But I guess it's an untapped market.

The global food conglomerate Nestlé has launched a pet food commercial that contains high-frequency sounds aimed at canine ears. The 23-second ad for the dog food brand Beneful emits audible squeaks and pings, along with a high-pitched whine that humans can just barely hear.

"We wanted to create a TV commercial that our four-legged friends can enjoy and listen to, but also allow the owner and dog to experience it together," said Nestlé Purina's Anna Rabanus in a press releas
edit on 7-10-2011 by halfoldman because: (no reason given)

posted on Oct, 7 2011 @ 12:24 AM
And just when that seemed outrageous, it seems some people are going further, in what borders between hilarity and anthropomorphism:

Some owners also see their pets as children and people, and cater to them in that way. In San Francisco, where dogs outnumber children, a group has formed a political action committee, DogPAC, to promote the interests of their canine friends in the upcoming mayoral election. blog.html
edit on 7-10-2011 by halfoldman because: (no reason given)

posted on Oct, 7 2011 @ 12:32 AM

Some owners also see their pets as children and people, and cater to them in that way

Yes, I bet they would want adverts aimed towards their children! Wait...

posted on Oct, 7 2011 @ 12:35 AM
Well here is the psychology behind it:

Nestle has launched an advert for its Beneful dog food that bypasses humans and goes straight for the main customer: the nation’s dogs. The advert, to be screened for the first time in Austria this week, uses sounds only dogs can hear.

The advert is designed to appeal to both human and canine viewers. The high-pitched noises should be completely inaudible to humans, but any dogs in the room are expected to become extremely interested in the advert and should – at the very least – approach the screen.

The advert has been developed in conjunction with animal behaviour experts. The sounds will not be uncomfortable for the dog, but should pique his or her interest. And that, in turn, is expected to pique the interest of the owner.

If the advert is to alert the owner to the dog's behavior it does seem to be similar to adverts aimed at children.

But wait a minute!
Isn't there something disturbing about this?
Have children and animals now become equal via marketing categories?
Are they now equal means to get to a wage slaving adult's pocket?
Doesn't this lower human children, or doesn't it increase the position of animals?

Perhaps they have always been to an extent, but framing it so blatantly and manipulatively is sad.
edit on 7-10-2011 by halfoldman because: (no reason given)

posted on Oct, 7 2011 @ 12:53 AM
please do not support nestle.
they are just another dangerous corporation that has a track record of human rights violations!
boycot nestle and its many sub companys!
these people put profit over saftey, humanity and the entire earth

posted on Oct, 7 2011 @ 03:48 AM
reply to post by UniverSoul

We had a short boycott against Nestlé about two years ago when it came to light that Grace Mugabe supplied them with milk from farms violently stolen from white farmers and their workers.
People working for Grace couldn't even afford the milk.

Nestlé argued that since it was based in Switzerland it was not bound to uphold the sanctions against Robert Mugabe and his entourage.
However, they backtracked very quickly when consumer boycotts in SA loomed, since we are stuck with millions of Mugabe's refugees.

Another gripe seems to have been the company's aggressive marketing of formula milk, when breast-milk had been shown to be much healthier.
edit on 7-10-2011 by halfoldman because: (no reason given)

posted on Oct, 7 2011 @ 03:57 AM
Dogs dont have purchasing power, neither do they have the "pester power" to demand for a product like a child. Most Dogs arn't allowed in shops. This campaign is just a publicity stunt to get more attention to the product, people who work in advertising drive me mad.

posted on Oct, 7 2011 @ 04:17 AM
reply to post by woodwardjnr

Maybe you're right.
They don't have direct purchasing power from a TV advert, but their reaction is supposed to alert the dog owner to the product, almost like a child that sees a Barbie on TV and then shows joy and says to her (or sometimes his) parents: "I want that doll for Christmas!"

That is indirect power to motivate the person with the cash.
It is very effective.
Whenever I eat out with friends with kids, we always go where the kid chooses, which usually has a good play-area so that we can chat in peace for a while.
So kids dictate a lot these days, and much is aimed at them to bring in their parents.

Now pets are like kids to a lot of people.
But pets do have more direct power.
They can leave an owner unhappy and depressed if they don't eat.
So owners will give in and buy the food their pets prefer.
Or at least they think it's about the food.

But ultimately each species may be feeding off each others' body language.
The novelty of this dog food will get a lot of doggie owners excited in some way when they feed it to their pets.
The pet will learn the cue that it gets slightly more attention and reaction, and voila - the food is now mandatory to keep everybody happy.
It's a devilish scheme that won't work for all dog owners, but it will for many.

posted on Oct, 7 2011 @ 07:25 AM
Twenty-five years on the creative side of the advertising industry tell me this is just a gimmick.

It certainly won’t sell dog food to dogs. Nobody knows how to do that.

A cute ad like this will, however, sell dog food to dog lovers. Probably.

posted on Oct, 31 2011 @ 03:25 PM
Probably aimed at teenaged dog owners.

Adults who are actually responsible with their money have been hiding it under the mattress or carefully investing the stock market.

posted on Oct, 31 2011 @ 03:27 PM

Originally posted by halfoldman
Have children and animals now become equal via marketing categories?

Actually by the standards of the advertising industry, we all rate as "animals." Don't delude yourself into thinking they respect you as a thinking being. You're just a blob of flesh to them, one that hopefully responds to certain stimuli.

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