“Cats everywhere are having a hard time smelling their litter boxes” is the headline at the bottom of Fresh Step’s advertisement for the cat litter. The ad features a cat standing on its hind legs, which are crossed, and its front paws are crossed and placed around his midsection. The cat is imitating the position a person would likely make if his or her bladder were very full. The overarching point of the ad is that the Fresh Step Litter is so good at eliminating odors, that if the cat itself cannot find the litter box. This is made clear by the advertisement because it is not the litter box that is at the center of the ad (in fact, is completely missing from the ad), it is a very large-sized cannot that really has to pee. As such, the ad is specifically targeting cat owners because those are the people that may have problems with smelly litter boxes.
The overall design of the ad is colorful and a little bit old fashioned. The ad uses bright and clean colors, like yellows, greens, and reds. Along wit the funny-looking face that the cat is showing, the ad quickly captures the viewer. The background is filled with a rocking chair that has a crotched blanket hanging over it. There is also a basket of yarn on the floor and dated rug covering most of the light wood flooring. The walls themselves are covered in dated yellow and bright yellow wallpaper. On one wall is an old-fashioned looking plastic clock and on the adjacent wall is a picture of a rose in a wooden frame. By the window, sits a freestanding radiator with a box right next to it, which looks to be filled with like cat toys. The room feels very old-fashioned and outdated, possibly hinting that it belongs to an older individual. It would be a good strategy on the part of Fresh Step to target older individuals with cats because that may be sector of cat owners that may not necessarily always be up to date with the latest “fashions” in the cat product industry. I did some research; however, and found similar ads using different types of cats (e.g., more “sophisticated looking cats) and different types living spaces (e.g., very expensive looking furniture). In this way, they can reach a larger audience.
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The ad uses a number of other strategies to capture the viewer and gets its point across. There is humor in how the cat is standing on its hind legs in a “I gotta go position.” The fact that the cat really has pee (but cannot find its litter box) immediately uses pathos in order to appeal to the viewer’s emotions. At one time or another, mots people have been in a position where they have had to pee, but I had to hold it for an extended period of time. Each of those people knows; therefore, how uncomfortable and painful it can be. It is not only humorous to see the cat in the position, but through empathy for the cat’s situation, the ad capitalizes on pathos.
Logos was not as successfully used in his ad because is it really logical that a cat cannot smell its litter box and that it would be in such pain and hold it for so long? I do not think so, I think the cat can always smell its litter box and if by chance it could not, it would have no problems using your antique rug. The only understand logos there might be is satisfaction of repeat customers that watch the ad. They already like their products, so this may sway them even more. Finally, the only briefly touched on ethos because only a cat would be an expert in the atrocious smell of a dirty litter box, and so if he cannot find it, it must be very clean.
