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“Right now there is an animal who needs you!” A very convincing way to end a commercial in which the viewer is given the power to choose whether to help or not help an organization by sending their money and thus their love for animals in need. The British Columbia Society for the prevention of Cruelty to Animals, or the BC SPCA, constructs this advertisement in a way that is so heartbreaking and dramatic it is nearly too hard to watch. Endorsed by Sarah McLachlan herself, the video combines emotional elements through not only an extremely saddening background but with statistics that are sure to capture any animal lovers attention as well!
Many would recognize the voice of two-time Grammy winner, Mrs. McLachlan, as soon as the commercial starts. Immediately it kicks off with her widely popular Angel record, which is one of those “we all know it, but we do not know how we know it” songs. This was no random choice as the music itself is a tearjerker and sets the mood for the product before we even know what the product is. And due to her popularity and highly notable recognition she has received one can not help but trust her on this one. This all makes her an excellent, well-known, reliable source for such a serious matter.
Another way emotions are captured is through the line stated earlier that occurs at the very end of the commercial… “Right now there is an animal who needs you, your call says I am here to help”. This is a very well executed sentence in that it not only emphasizes urgency into the viewer’s choice but creates a feeling of importance in them as well. Brilliantly placing the idea that they are practically vital in saving the life of an animal in need somewhere in the world and that they are the only ones who can help.
The commercial reaches an even further level of cleverly crafted guilt once their gloomy statistics appears on an all black screen written boldly and simply in white. Stating that “every single hour in BC an animal is violently abused”, as well as “3000 animals were rescued last year, for hundreds of others help came too late”. Using the words “every single hour” helps highlight the intensity of the abuse. And the phrase at the end of the second quote, “help came too late”, stresses the urgency once again. While the creators could’ve just written “help never came” or “the help was not enough”, they chose to shape the sentence in a way that makes the viewer feel like if they do not act now, they might as well not sign up at all. Hopefully causing many who are watching to act spontaneously, for fear of missing an opportunity.
What might be the largest appeal to potential viewers emotions is almost guaranteed to be the short, up-close video clips of abused animals. With shots of a hurt dog limping without a leg, a neglected cat with one eye, and many others who are in dark, uncomfortable kennels with fear filled looks and shaking bodies. These are just a few of the many heart-wrenching examples used to grab the viewers attention. Showing exactly the types of animals one could help save by becoming a member to the BC SPCA, and also the love that they have lacked and so desperately need. One would have to be quite inhuman to not feel for these helpless animals, and have an emotional desire to do what needs to be done in order to assist in their safety and comfort.
Finally, if the viewer is not completely emotionally convinced to call and help, they are reminded just how easy it is. Creating a reasonable reason in that “for just eighteen dollars a month, only sixteen cents a day” is all it takes to save a life. Making it seem almost nothing but logical and rational. There are also added perks like pictures and gifts that come with signing up within the first thirty minutes. This helps with hopefully rushing the viewer into helping as soon as possible.
The viewer is basically convinced that there would be no reason not to help at this point, and even referred to as “an angel” somewhere in it all by Mrs. McLachlan… if willing to donate. Ultimately the advertisement is designed intelligently through the use of a powerful speaker, touching images, and moving facts about just how needed the viewers is when it comes to these precious animals, combined with a low price and easy subscription. At the end after watching this advertisement the viewer can not help but want to help!
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