TV Commercials have gone to the dogs

Last Friday, one of the world’s largest dog-food manufacturers, Nestle, launched a television commercial directed at the company’s customers—dogs. The spot, aired in Austria, features a high-frequency tone to catch the dogs’ attention, plus a squeaking noise designed to sound just like the sound of a squeezable dog toy and a different high-pitched “ping.” Both upper-register sounds are beyond human hearing, so the dogs receive the bulk of the commercial’s message. The big question is how this will help sales, since, unlike a child, a dog cannot repeat “Can I get it, huh, can I?” a thousand times until its parents give in.

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