The Littlest of Pet Shops
Above is an advertisement (unsure of exact source material) that looks oddly familar to me. In fact, I had that playset, but gave it away recently. The animal figurines are locked safe in a plastic tuberware in my storage. I hold such fond memories of those little things.
Who created this message?
Littlest Pet Shop (LPS) is a toy franchise owned by Hasbro. They were originally owned by Kenner Toys in 1992, then were sold to Tonka, and then Hasbro began producing LPS products starting in 2005-2006. The ad above is copyrighted from 2006. The message shows a fun, dynamic playset with eight (!!) figurines included. I would imagine that this playset was beteen $25-$30 for all that was included.
What creative techniques are used to attract my attention?
The purplisg background and logo were the brand of LPS at the time. Any fan would imagine recognize the color scheme and be drawn to whatever playset or figurine was being advertised. The playset is clear and center with vibrant colors and animal figurines in cute poses. Honestly, as a 25 year old woman, I kind of want buy that playset again – it looks like so much fun. It also includes a website at the bottom for children and adults alike to visit for more information and more advertising opportunities.
How might different people interpret this message differently than me?
This is tricky to answer because I think the purpose of the advertisement is straightforward – here is a toy... please buy the toy. The only other message I could see people thinking about the toy is how much of a waste of money it is to spend money on cheap figurines and have them swing on magnetized ropes. One person's "trash" is another person's treasure and I am completely okay with that. Plus, if this advertisement was sourced in magazines, some people would simply turn the page and not indulge the cute animals.
What viewpoints or world views are included or left out of this message?
This advertisement was produced in 2006. While I think it is a stretch to say this toy has social or political implications, it does inspire one social cause that has avid followers - rescuing shelter animals. The basis of the toy is that the player is caring for animal figurines that live in a pet shop. Some of the toys are very "creative" in their interpretation of a pet shop and do not look anything like a typical puppy mill. Nevertheless, the player is inspired to be imaginative with the pets and give them the life they would have never had in a typical pet shop. I think this instilled a passion for animal rescue and shelter adoptions because the pet shop at the mall may not necessarily give the puppies, kittens, fish, etc. the life they are entitled to have. Why not make their lives in the "pet shop" colorful, vibrant, and exciting?
Why is this message being sent?
The message being sent goes back to its creator, Hasbro, and their lucrative intentions. They want money for their product, so they advertise it hoping that it reaches kids like me who make their parents use their well-earned money buy it for me. Hasbro needs to make a profit somehow and this advertisement helps them get closer to doing just that.