super Bowl Commercials Featuring Animals

In the contemporary period, advertising, which is full of creation and innovation. They play many special roles in advertising concept and advertising communication. The role of animal elements in advertisements makes people full of novelty and curiosity. There are many advertisements used animals as characters in American. In the cultural background where the public like animals, advertisers use animals visual to attract audiences. The engraved image of animals is lovely, so that the audience is full of interest, change to sell goods more memory point. Using visual communication brought by animals can make the advertisement exciting and entertain the audience. Many ads that use animals have story lines that keep the audience wanting to watch. This is the work in the media transmission, not only can let the audience have the memory point of the product but also can provide the viewing number. In these commercial communications, the idea can be very profitable.

In "ANIMALS, ARCHETYPES, AND ADVERTISING: THEORY AND THE PRACTICE OF CUSTOMER BRAND SYMBOLISM", Stephen Lloyd and Arch G. Woodside states, " Animal choices are used to describe impressions of automobile brands: strong and proud (lions, tigers), heavy (elephant, rhino), and offbeat (koala, zebra); other brands are described in terms of horses and other more domestic animals (Levy, 1985, p. 70). Exclusively feminine brands seen as appealing to two main sources of motivation—those related to beauty, grace, and sinuosity, are associated with the snake, python, leopard, swan, panther, Persian cat; those related to affiliative needs for cuddling and protection are associated with the kitten, poodle, Pekingese, puppy." (pg.12). Advertisers choose animals, which not only highlights the vision of animals but also makes use of the stereotype of animals to let the audience view the brand more positively. In the super bowl ads and the use of animals, the content adds humor, using animals as a theme filled with warm, cute, and funny commercials.

Friskies Super Bowl Teaser TV Commercial, 'Dear Kitten: Regarding the Big Game'

Buzzfeed created "Dear Kitten," and the advert depicts humans through the perceptions of a cat. The wise old cat told the kittens all the rituals of human beings in big games. Use the cat's perspective to tell a story playfully. Instead of focusing on product information all the time, the full advertisement is very interesting and attractive and displays the product content.

This is a car tire advertisement, without words, with visual communication within 30 seconds to achieve effective dissemination of information. In the animal for the role, cute, funny visual content made people laugh, although the last few seconds to convey the product content, let people remember after watching. In business, many manufacturers use animals as characters because they are visually appealing. In the animal, characteristics can also reflect the product effect and information.

In "Pet Face: Mechanisms Underlying Human-Animal Relationships," Marta Borgi and Francesca Cirulli states, "the ability of companion animals to form bonds with humans satisfies people's need for attention and emotional intimacy, thus playing a similar psychological and adaptive function to human friendship. In this context, facial cuteness is seen not only as a release from caring/parental behavior but also, more generally, as a trait that stimulates social engagement." It is the appearance of animals that gives the people a warm and familiar feeling and allows them to accept the content more quickly. In business, the visual response of animals plays a significant role, so it is useful to use animal vision to spread information.

Citations:

Lloyd, Stephen, and Arch G. Woodside. “ANIMALS, ARCHETYPES, AND ADVERTISING (A3): THEORY AND THE PRACTICE OF CUSTOMER BRAND SYMBOLISM.”, July 2012, p. 12.

Borgi, Marta, and Francesca Cirulli. “Pet Face: Mechanisms Underlying Human-Animal Relationships.” Frontiers in psychology vol. 7 298. 8 Mar. 2016, doi:10.3389/fpsyg.2016.00298