The BC SPCA created a commercial showing several animals in
need of help. The animals in this commercial came from abusive households and
it shows the struggle and pain in the eyes of the helpless pets. As the
commercial plays there is a highly emotional song repeating in the background
called “Angel.” This grabs the audience’s attention and creates a sympathetic
feeling towards the animals. As I watched the video for the first time I
immediately felt the pain and sadness the animals were experiencing. It made me
feel that if I didn’t help I would be allowing this to happen to the pets. They
do an excellent job of selling the emotions of sympathy but also allow for hope
if the viewer decides to make a small monthly donation for just pennies a day.
In the beginning of the commercial, as it shows several small clips of abused
animals, it keeps the viewer locked in wanting to help then supplies a way to
help which worked in a highly persuasive way. The idea that if you don’t help
with the donations you are letting these animals continue in their abusive
conditions has many people running to the phone. The animals need help and this
is an excellent way to save countless numbers of pets. Since animals cannot defend themselves
in many situations it lends to the idea that if someone can help they should. This
is one of the few commercials that has actually created a desire in me to
respond to the advertisement and I am sure it has worked on many others as
well.
http://www.youtube.com/watch?v=9gspElv1yvc
Ugh.. this ad is so sad. Even though I've seen it on t.v. a million times I still feel the desire to donate. This is an ad that really tugs at your heart strings. These ads are meant to portray you as the hero that's going to save all these animals. On top of that you'll get a letter with a picture of a dog you're helping, who wouldn't want that? This ad definitely persuades me to donate and let's face it, when you do you feel like a better person. It's created as a win/win for everyone.
ReplyDeleteThis is one of the few times that an advertisement has actually brought a tear to my eye. I took video in high school, and all the methods of cinematography the commercial uses is extremely effective in selling its point. Unlike most other ads, these kinds of commercials aren’t actually selling a products, it’s selling an idea of accomplishment in helping those who don’t have the means to help themselves: both the animals, and the devoted underfunded staff that works to save them. It trying to sell to your heart while ripping it out at the same time, and, though using making an argument based on pathos shouldn’t be that strong, that’s a great way to convince people.
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