Brown R G
Department of Veterinary and Animal Science, University of Massachusetts, Amherst 01003.
Can Vet J. 1994 Apr;35(4):246-50.
Advertising is part of the effort to attract attention of consumers to products, in this case, pet foods. It is generally benign in its effect, but it can be misleading, although rarely deliberately so. It uses a specialized vocabulary, which must be mastered if one is to understand what is intended. For all of the expense and effort, advertising figures directly in relatively few decisions to purchase. Its main intention is to call our attention to a particular pet food and to give that product an image. If the pet food does not perform in the consumer's hands, then all of the advertising on earth will not be persuasive. On the other hand, if a product performs well, the word-of-mouth will be positive and that mode of advertising is one of the most effective.
广告是吸引消费者关注产品（在这种情况下是宠物食品）的一种手段。其效果通常是良性的，但也可能具有误导性，尽管很少是故意如此。广告使用专门的词汇，如果想要理解其意图就必须掌握这些词汇。尽管投入了所有的费用和精力，但广告直接影响的购买决策相对较少。其主要目的是引起我们对特定宠物食品的关注，并赋予该产品一种形象。如果宠物食品在消费者手中表现不佳，那么世上所有的广告都不会有说服力。另一方面，如果产品表现出色，口碑就会是正面的，而这种广告方式是最有效的方式之一。
