Advertising Assessment of Cosequin for Canine Use

Cosequin is a veterinary drug for dogs, cats, and horses that contains glucosamine and chondroitin. It is used to treat arthritis and other joint conditions similar to those in humans. Cosequin lubricates joints and mitigated pain caused by inflammation and arthritis. The manufacturer of Cosequin is Nutramax Laboratories and they list their company mission as “To serve the Lord and glorify Him using the gifts He has given our employees to research, develop, manufacture, and market products that improve the quality of life for people and their pets.” (Nutramax Laboratories, 2017) The company targets pet and animal owners for exposure their products which are listed as feline, canine, equine in use, as well as some human products. The underlying message of their product line is to care for the animals in people’s lives in a Christian way and to value them as companions rather than property. The product is designed to enrich and lengthen the lives of animals used as companions for humans. Advertising Placement and Content As such, the television advertisements are aired primarily on programming stations themed for pets like Animal Planet and National Geographic. This particular advertisement titled ‘Smiley, the Blind Therapy Dog ‘ first aired in July of 2017. The advertisement begins with footage of a blind golden retriever walking briskly with his owner both outside and in what appears to be a hospital setting. A narrator says “Cosequin is proud to support therapy dogs everywhere”. (ISpot, 2017) Referring