1. Whose message is this? Who created or paid for it? Why?

The company ASM who owns the Snuggie brand and trademark paid for this ad to sell its blanket with sleeves to dog owners.

2. Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this?

The target audience is dog owners, but more specifically white, middle class, female dog owners, ages 20 to 65. This is the demographic represented in the commercial by the actresses and their surroundings.

3. What is the “text” of the message? (What we actually see and/or hear: written or spoken words, photos, drawings, logos, design, music, sounds, etc.)

First we see a woman and her dog looking out the window while it is raining. A blue light indicates nighttime and a large outdoor thermometer reads a cold temperature. In the next scene, the video becomes black and white and a dog is shown wearing a little sweater and rolling around on the ground. Next, the same actress tries to put a sweater on her dog, but gives up. Suddenly, in full color, we see the same little dog with a pink Snuggie on. The sentence, “The pet blanket with sleeves!” appears on screen along with the Snuggie logo. The next shot is of the actress leaving through the front door to walk her dog with a Snuggie on. Then, a second actress wearing a purple Snuggie pets another little dog with a pink Snuggie on. We see and hear that the Snuggie keeps pets warm and is comfortable to wear. Other images of women and dogs in Snuggies follow. The woman who struggled with the sweater earlier in the commercial demonstrates how easy it is to put a Snuggie on a dog. We also learn that it is machine washable, available in four sizes, and two colors, pink and blue. We see and hear that the price is $14.95. The website www.snuggiefordogs.net also appears at the bottom of the screen. We learn that as a special bonus the Snuggie comes with a talking dog tag. An actress is shown recording a message into the tag, we see a dog wearing a tag, and then a sample message plays, “Hi, My name is Tilly. I live at 123 Main Street. Could you please bring me home.” We are told the dog tag is a $15 value. Finally, the voiceover tells us that a second Snuggie for dogs and a talking dog tag is also free with the order, but you must pay processing and handling.

4. What is the “subtext” of the message? (What do you think is the hidden or unstated meaning?)

The Snuggie will make your dog happy by keeping it cozy and warm. Dogs with sweaters and more importantly without Snuggies to wear are uncomfortable and unhappy. The dog tag will ensure that your dog is returned home safely should it escape. Pink is for girl dogs and blue is for boy dogs. These are the only two colors one should ever need for a dog. This is a product for female dog owners that like to relax on couches, knit, and take their dog for a walk.

5. What kind of lifestyle is presented? Is it glamorized? How?

A suburban, middle-class lifestyle filled with leisure, comfort, and happiness is presented. This lifestyle is not glamorized, but made to seem normal. 

6. What values are expressed?

Happiness, care, and comfort for woman and her dog are expressed as the most important values in this commercial. The dog is of equal value to the person.

7. What “tools of persuasion” are used?

Association – Snuggie is associated with love, happiness, comfort, warmth, and convenience.

Explicit claims – The Snuggie is $14.95. It is made of ultra-soft fleece. It is machine washable. Many other claims are made.

Fear – Tilly’s hypothetical dog tag recording might trigger fear in someone that without the tag her dog could disappear and never return. The black and white footage also shows us a “frightening” image of a dog struggling in a sweater and an owner fighting to put a sweater on her dog.

Humor – The exaggeration used with the black and white footage, the woman looking sadly out the window into the cold, rainy weather, and the ultra-happy images of women and dogs in Snuggies may have been constructed for humor.

Plain folks – The actresses are meant to represent normal, average women.

Repetition – The images of dogs with and without Snuggies are repeated. The price is also repeated.

Simple Solution – A Snuggie will make life more convenient and wonderful for you and your dog.

Warm & fuzzy – The happy dogs wearing Snuggies.

See "The language of persuasion"

8. What positive messages are presented? What negative messages are presented?

Positive messages include people caring for their dogs. A negative message could be seen in the allusion to a pink Snuggie for a female dog and a blue Snuggie for a male dog. The strategic color options demonstrate that gender conformity extends to pets.

9. What groups of people does this message empower? What groups does it disempower? How does this serve the media maker's interests?

This message empowers viewers who can relate to the lifestyle displayed in the commercial. The ad disempowers people who can’t afford a Snuggie, people who can’t have a dog, other breeds of dogs not shown in this ad, dogs who would rather not wear Snuggies, cats, and cold sheep.

10.  What part of the story is not being told?  How and where could you get more information about the untold stories? 

We are not told how much shipping and processing costs. We are not told where the fleece comes from and where and how the Snuggies are made.

As of January 2009, 4 million Snuggies had been ordered. (See http://www.usatoday.com/life/lifestyle/2009-01-27-snuggie_N.htm)