Analysis of Language Style in Purina and Royal Canin Pet Food Video Advertisements

Abstract

Language is pivotal in advertising, effectively communicating ideas and influencing consumer behavior. This study explores how Purina and Royal Canin use language styles in their YouTube video advertisements to build brand awareness and positive perceptions. Analyzing ten video advertisements (five from each brand) with Martin Joos' theory, the research found that the consultative style is predominantly used to provide information and guidance to pet owners. The casual style is the second most common, making the brands appear approachable and friendly. The intimate style is rarely employed, indicating limited personal emotional engagement. Formal and frozen styles were not observed. These findings imply that consultative and casual language effectively engage a broad audience by emphasizing product benefits and accessibility. However, the study is limited by its small sample size and focus on only two brands. Future research should include a larger variety of brands and platforms to gain a deeper understanding of language styles in pet food advertising.