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Karen B. London
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A Commercial Aimed at Dogs
Directly at dogs, that is

A dog food commercial is expected to air in the UK with sounds so high in pitch that people won’t be able to hear them, but dogs will. The goal of the commercial is to attract the attention of dogs. Ideally, from the point of view of those who designed the ad, dogs will perk up their ears and even bark when the commercial plays. They hope that this will direct their guardians’ attention to the commercial. Along with the high frequency sounds, the commercial has bells, whistles and barking.

This 2011 version of the commercial does not have the high-pitched sounds in it, but the one that will air in 2012 does.

As a behaviorist, it alarms me to think of sounds that target dogs without humans being able to detect them. What if the dogs find them distressing? We would have no way of knowing that there are sounds associated with the commercial, and that can make it extra hard to find the source of trouble. There are already so many stimuli that our dogs can detect without our being aware of them, especially scents. The idea of adding triggers whose purpose is to cause our dogs to perk up and bark doesn’t thrill me.

On the other hand, I’m curious about whether dogs will react to the commercial as expected, based on the 12 dogs tested by the company. All 12 expressed some interest in the commercial and a couple of them came over to the television.

What do you think about commercials with sounds only our dogs can hear?

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Karen B. London, PhD, is a Bark columnist and a Certified Applied Animal Behaviorist specializing in the evaluation and treatment of serious behavior problems in the domestic dog.

Thumbnail image from Bakers Complete Meaty Meals "Italian Dog" 2011 commercial.

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Submitted by Juliet O | February 21 2012 |

My dogs took no notice of the ad being played on my ipad approx 6 inches from them. Well one looked up when the dog barked. I'd say the 'dog targeting' is a flop or was just hype to begin with.

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