Doesn't it seem like most young children fight you to consume some needed medication, but won't hesitate to consume some sweetened unhealthy product? It seems these days like most young children would rather suffer than listen to their mother's or father's guidance. Every year children get sick and mothers and fathers scramble to comfort their kids and sometimes have to get creative in doing so. This is where Dr. Cocoa for children comes in. This morning, nighttime, or non-drowsy cough and cold medicine promises to make children smile and ready and willing to gulp down their product because of the chocolate taste of the medicine. Dr. Cocoa (established in early 2013) also claims to make the mothers smile because of the relief that their children will get from taking this medicine. There is an owl on the advertisement (FamilyFun Magazine, February 2015, pg.35) that also claims that "They don't call me wise for nothing." This can be a very effective advertising that can be evaluated using three criteria: appeal to emotions a couple of times, appeal to ethics, and even appeal to logic. .
The election of using the cartoonish looking owl dressed as a doctor in the magazine advertisement (Family Fun Magazine, February 2015, pg.35) and also in the video advertisement is undoubtedly a motive to appeal to credibility. It doesn't surprise me that they don't use a human doctor for Dr. Cocoa (for children) cough and cold medicine, but instead an owl that throughout the history of time are thought to be "wise." Not only are the owls thought to be wise, but maybe there is a play on the fact that they are nocturnal birds also and that represents how the medicine will work through the night. It seems there could be a lot going on with the symbolism of the owl used as their representative. He is cocoa colored just like the ten percent 'real' cocoa that is used to give the rich, soothing, chocolate taste that will make any child want to take their medication over any other brand.
