I am an IAMS kitten

  

Knowing that Mr. Starace is a cat-lover, this is perfect for him! I happened to see this ad when browsing through an Allure magazine. I immediately was attracted to this ad because the little kitten was so cute (except its eyes are a bit too large).

To start off, it's super obvious that weasel words are used in this ad. In a big, bold font, it says "HELP me grow". Then off to the side, Iams gives a list of benefits from using their product. It apparently helps brain development, muscle development, digestion, and bone digestion. But, how do we know that this is proven? It's much too vague to know whether or not this product really helps your feline grow. Another example of vagueness is at the bottom of the ad where it says, "Give me a healthy start with vet recommended Iams Kitten Food". There's no proof that vets recommend this product, besides the vet behind the kitten. There aren't any statistics to show that statement is true.

A technique that is used in this ad is Magic Ingredients. Under each benefit, there's a description of what ingredient that makes their product effective. Like for brain development, they use Omega 3 DHA (what is that?) Unless we know what that is, it could be some chemical for all we know. Maybe I judged that pretty harsh, but seriously, I fee like Iams just states that to make their pet food sound special. Each benefit had a positive connotation as well.The wording the advertisers used made the product unique such as, "a tailored fiber blend" or "high quality protein". The fiber is specially blended for this pet food, or is it? We don't know until we see the true ingredients on the bag. 

The need to nurture is present in this print ad. We see a cute, fluffy kitten in the middle of a check-up with its vet. Everyone wants to take good care of their cuddly kitty, so it will live a long and healthy life. The benefits showed that this is a well-rounded product. It takes care of the brain, muscle, digestion, and bones of your pet. The benefits are even pointed out on the kitten to show where the benefit is. Although the points don't look that accurate, it looks like the product covers the whole body. For example, the digestion health is pointed at the chest of the kitten. I don't think a cat's digestion is near its heart...Another example of the need to nurture is in the fineish print at the bottom of this ad. it states that this kitten food is "formulated for the unique developmental needs of your new family member". This gives the buyer an assured feeling because their new kitten is part of the family, so it should be treated with care like family.

To some it all up, this ad was really vague and appealed to cat-lovers who wanted to care for their feline friends. It was effective because the need to nurture was prominent by showing a cute kitten at the vet.