The Guard Dog Security Advertisement Analysis Essay Sample

Introduction

Would you do anything to keep your children safe at school? Established in 2009, Guard Dog Security strategically and ethically found a way to help protect children and teenagers from the one thing nobody wants to be a part of. The Education Week article about school shootings states, "There has been 27 school shootings this year. There have been 119 school shootings since 2018". These statistics are not what parents want to see as they are sending their kids to school, a place where children are supposed to be safe. Unfortunately, this is a fear that all parents will face as there is an increase in gun violence in America. But what if there is a product that can help a child from a life-or-death situation? Guard Dog Security came up with a way to try and protect kids, coming out with bulletproof backpacks. At an affordable price of just $99.99 for a youth backpack, your child's life could be saved. 

Target Audience

As a parent or guardian, you do not want to live with the fear of your child not coming home from school after dropping them off. School is supposed to be a place where children are learning and having meaningful interactions with peers and staff. Guard Dog Security's advertisement is geared toward parents and teenagers that are in school or going back to school. With the most recent school shooting in Uvalde, Texas at Robb Elementary School has increased the anxiety and fear in parents. 19 students lost their lives to gun violence. The students and staff had nothing to protect themselves besides what was in the classroom. Parents are at a loss for what they can do to help their children in life-or-death situations like that. Teenagers are becoming more aware of gun violence and school shootings as well. Teenagers are exposed to all social media platforms and can see firsthand what gun violence is and how it affects people, schools, and other places in the world. Teenagers, young students, and parents want to protect themselves/their children from this danger, gun violence is so unpredictable and that is the fear for most students and parents when being at school. The Guard Dog Security advertisement gives parents and teenagers hope as they have a solution to help students protect themselves from gun violence. The bulletproof backpack is a product that can help students protect themselves but also save their life. It is a normal-looking backpack similar to any backpack that you would see in any store. 

Pathos

The Guard Dog Security advertisement about the Bulletproof backpack is mostly geared toward parents. The article "What is Pathos" states, "Pathos relies on the understanding that people's emotions are often more powerful than their intellects." Gun violence in schools is a topic that parents are extremely sensitive to talk about because it is a growing fear for them as they send their children to school. With school shootings becoming more apparent in the last couple of years, the need to find a solution to help protect students is high. This advertisement will send a lot of emotions to parents. It brings in fear, anxiety, interest, and a sense of relief. This advertisement brings fear to parents because they are thinking about what if my child is in a school shooting, what would my child do to protect themselves, and could they get to this backpack in time? Can it save them? There are many reasons why this may bring fear to parents because gun violence is no joke and can lead to severe injury, post-traumatic stress disorder (PTSD), and even death. Fear also brings in anxiety, parents will always be anxious dropping their children off at school when there is a chance they may not come home. This advertisement wants to give them that fear and anxiety to make them buy the backpack to protect their children from gun violence that might happen in their school. Then on the other hand it brings emotions of interest and relief. Parents will watch this advertisement and be thankful for a solution that could potentially save their child's life. They will get interested in hearing how it works, what it looks like, and seeing firsthand that a bullet cannot go through the backpack. This advertisement is so visual and explains well enough that parents can trust the backpack. This allows them to be more interested and relieved when buying the product knowing that it works, looks/feels like a regular backpack, and knowing their child could be saved from gun violence. 

Ethos

Dezeen, a world's most popular influential architecture, and design magazine posted this video about Guard Dog security and their bulletproof backpack. Interestingly, they would post thing video as it seems they are backing the company and what they are doing to try and help this issue we have today. Knowing that an architecture company is backing this product should make parents feel safe and protected. Also knowing that the design of the backpack is safe and will protect their children. During the advertisement, there are video clips showing proof that the bag is bulletproof. Trained police officers have the bag hung up in a shooting range where they shoot the backpack with multiple shots. Then they grab the bag showing there are no holes through the bag. Having multiple news outlets such as ABC News, WINK news and others show and advertise Guard Dog Security and their bulletproof backpack makes it clear that they are trustworthy and reputable. Their product will save the life a child that correctly uses the backpack. 

Logos

The main message of this ad is to inform parents that there is a way to help protect children in schools. Having something as simple as a backpack to save children is needed because we do not want to have our schools look like prions with tall fences circling the school and metal detectors when you walk through the doors. Parents have to trust sending their children to school with the Guard Dog Security bulletproof backpack that it will protect and save their child's life in the case of a school shooting. Logos works to achieve the advertisement's purpose with who was used. Smiling parents and happy kids shown in the ad are the main reason this advertisement is highly successful and persuades parents that have to fear of sending their children to school not having any sort of protection. 

Conclusion

Keeping your children safe in school is the most important thing parents want today. Guard Dog Security can do just that. Only $99 you can send your child to school with a backpack that can save their life in the case of a school shooter. Dezeen's advertisement they posted supporting Guard Dog Security is remarkably successful with not fearing the audience and is very persuasive, showing they are not only a successful business but trustworthy as well. Would you do anything to keep your child safe?