Lost Dog Commercial Case Study

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The casting chosen in an advertisement can make all the difference when it comes to its likability. “Research demonstrates that consumers also regard animals, children and animated spokes-characters as trustworthy and likeable advertising characters. Research on source effects in advertising indicates that different types of advertising characters may possess credibility and attractiveness, some potentially heightening consumer attention to advertisements and inspiring consumers to emulate the spokesperson” (Kim, Freling, & Grisaffe 2103, pg. 136). The different characters and cast members in an advertisement invoke different feelings towards the commercial. Along with emotions, the casting in a commercial can help the audience connect to the commercial.

The casting in “Lost Dog” was used to get to the audience’s emotions. This commercial used a dog and a horse as the main characters so it would be more likeable to the audience. During “Lost Dog”, the puppy gets lost and travels to eventually find his way back home. Having a puppy get lost makes the audience feel sorrowful. The audience then feels heart-warmed when the dog finds his family. Using a baby animal as the character to go through all of this makes the audience feel more towards the commercial. Casting animals as the main characters in this advertisement was a very effective choice.

Budweiser’s “Lost Dog” commercial had many attributes to gain likability. The casting, music, and emotions in this commercial made it easy for the audience to connect to it. The storyline also added some likability to this advertisement. Budweiser did a remarkable job with how effective “Lost Dog” was.

References

Our Legacy | Budweiser History. (n.d.). Retrieved October 27, 2015.

Allan, D. (2008). A content analysis of music placement in prime-time television advertising. Journal of Advertising Research, 48(3), 404-417.

Kamp, E., and Maclnniz, D.J.(1995). Characteristics of Portrayed Emotions in Commercials: When Does what is Shown in Ads Affect Viewers?. Journal of Advertising Research, 35(6), 19-28.

Kim, J.W., Freling, T.H., Grisaffe, D.B. (2013) The Secret Sauce for Super Bowl Advertising What Makes Marketing Work in the World's Most Watched Event?. Journal of Advertising Research, 53(2), 134-149.