https://www.youtube.com/watch?v=tjZ5dld2qHs
https://www.youtube.com/watch?v=tjZ5dld2qHs
The purpose is to persuade the audience to become a supporter of ASPCA by making them feel sorry for the cute animals. This commercial has a quite obvious approach. Opening with sentimental music in the background, singer and spokesperson Sarah McLachlan speaks in a slow, smooth voice while petting an adorable labrador. This creates a mood, appealing largely to the pathos of the audience. The mood resonates throughout, as the presenter attempts to draw sympathy from the audience through heart-breakingly sad puppies and kittens and a continuation of "In the Arms of an Angel." Sarah McLachlan explains that with eighteen dollars a month, "only sixty cents a day," you are saving them. The animals are even displayed being rescued by people, just as Sarah says that with your *small* donation "you'll help rescue animals from their abusers." Who wouldn't contribute just that much toward such a good cause ?
As if feeling good about yourself was not a good enough reason to donate, there is a gift incentive that comes with a new membership. New supporters get a "free" t-shirt, bracelet, as well as a picture of an animal that is in a shelter, but only if they register within the next 30 minutes of the commercial. This time limit rushes the audience in their decision, urging them to help the animals right now by signing up without looking into the company much or thinking about if they want to spend their money this way.
Overall, I believe this commercial is effective for the most part. I remember when I was younger and watching these, I would beg my dad to let me become a member, as I wanted to be able to save the puppies. It grew old, however, when it would play every commercial break. By the time I got older, I still felt sympathetic, but I was not as motivated to join.
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