About this advert
There's no such thing as the Dog Poo Fairy
For: Keep Britain Tidy
10 October, 2010,
Jennifer Gale's view
This advert works by playing with the typical 'tooth fairy' notion and appealing to an audience on a large scale by taking something that is already a renowned legend and putting a different spin on it. The nostalgic use of the pink colour and swirly font create the illusion of an advert that is light-hearted and playful - however the underlying message, although portrayed in a humorous light, pinpoints a growing problem of major concern. The size ratio between the fairy and the bag of dog poo reveals that the job is obviously far too big for her alone and the statement that 'There's no such thing as the Dog Poo Fairy' instigates an automated response of 'therefore you should do it yourself!'. The green 'Keep Britain Tidy' logo is now easily recognisable as a legitimate symbol of saving the planet and would therefore add to the persuasion of the advert by validating its importance and assuring the audience that it is critical that something must be done. The advertising campaign works by combining humour and a widely recognised tradition to persuasive effect. Although the campaign was only released on the 20th September it has already made me take a second glance on more than one occasion and is therefore already successful in drumming in the message and creating awareness. The advert is likely to appeal to its prime audience of dog owners without targeting any specific segment of owner in particular. By cleverly placing the advert in places where it cannot be missed by people walking their dogs, the visually capturing advert with its connotations of innocence and childhood will hopefully not be ignored although I cannot help but wonder how responsive already irresponsible dog owners will be when it actually comes down to it.
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