These days you see dogs everywhere. One out of three commercials on TV includes a dog. In fact, advertising featuring dogs has become a $31 billion market (mediaartsliterary.com). Not too shabby, huh?
What’s up with that?
Advertising genius Bob Brooks once said that dogs and babies are in so many commercials because people respond to them.
Indeed, dogs are replacing beautiful people and yes, even children, in the commercial market.
A 2010 article at Entrepreneur.com listed four reasons why man’s best friend is a great advertising personality:
- Dogs make you look
- Dogs engage your emotions
- People trust dogs
- Dog lovers feel a kinship
When I started this blog, I chose to let Rumpy be the voice instead of me because Rumpy gets heard. And let’s be honest, Rumpy can get away with saying things that I NEVER could. The same is true for dogs in commercials.
But there are other reasons why dogs are making a big impression in the advertising world. Dogs work for less than people. Dogs on average are paid a flat day rate of between $50 and $400. Compare that to $600 for a child in a union commercial.
Dogs are not apt to bring negative publicity to a brand, unlike a celebrity behaving badly. Can you say, “Lance Armstrong?”
We think dogs make great spokespersons because we’ve changed the way we think about companion animals. In 2009, disposable incomes dropped 3.2%, and yet three of the four pet-related industries experienced growth (ibisworld.com).
So, the next time you’re looking to get your message across, maybe you should ask your dog to do it for you. It works for me.