How?
- Sympathy
- Animals
- Cute & fluffy, suffering
- big puppy right away
- staring directly at camera
- Camera
- slowly zoom in to animals
- slow, emotional transitions
- Script
- "Every day innocent animals are abused, beaten, and neglected"
- "They're crying out for help"
- Emotional diction
- Music
- played right away
- Sarah Mclachlan's song "In the arms of an angel"
- music appeals to emotions
- telling you you could be the "angel" for the animals
- Pressure
- Caption
- "Call now to join the ASPCA" in text
- Phone number on bottom throughout
- web url on bottom also
- Dialogue
- "$18 a month, only 60 cents a day"
- "Right now, there is an animal who needs you"
- Time Limit/Gift
- "Call or join within the next 30 minutes and you'll receive this welcome gift"
- 'free' t-shirt, wristband, and picture of animal
Effective?
- Successful in motivating/luring people (purpose)
- Successful in effectiveness (at first)
- When I was younger and this first came out, my sisters and I would almost be in tears after this commercial, wanting to help the dogs
- Began to be overplayed, became cliche, still achieved purpose, but lost effectiveness for the company over time
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