Date of Award

2015

Document Type

Thesis

Department

Urban Studies

First Advisor

Maureen O'Conner

Subjects

Branding (Marketing) -- United States -- Case studies, Dogs in advertising, Consumer behavior -- United States -- Case studies

DOI

10.15760/honors.187

Abstract

The use of live animals as a communications tool has been seen in thousands of commercials, many of which have received international attention through online channels. As the Internet becomes a prevalent sharing platform, the reactions from viewers can be better understood with quantifiable metrics. A new perspective on why live animals are used in advertising is given, with consideration of three branches of study. These include (1) the role of animals in advertising, (2) the role of animals in human’s everyday life, and (3) the development of brand engagement. The 2015 Super Bowl commercial line-up is looked at, and Budweiser’s Lost Dog commercial is closely examined. Lost Dog is presented as an exemplary case demonstrating how these three branches work together to create successful engagement with consumers. Recommendations to further research consumer responses are made.

Comments

Portland State University Urban Honors

Persistent Identifier

http://archives.pdx.edu/ds/psu/15432

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