ASPCA Advertisement Analysis

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The American Society for the Prevention of Cruelty to Animals® (ASPCA) primary goal is to save all animals from cruelty related situations, provide them with medical care and food, help find a loving home for every animal and fight for more laws to be made in order to prevent animal cruelty. The ASPCA uses different ads to try and get people to donate towards this cause. Their Ads are both effective and ineffective in persuading people to donate because it relies heavily on the emotion of guilt.
Among these tactics the most common themes are the typical sad, dying dog, the “only 60 cents a day” guilt trip and the overall organization, which serve the purpose of making the audience feel liable for the well being of animals. In unison all of …show more content…

The ASPCA’s ads work primarily to persuade the audience to donate money. Each, include a neglected dog with big sad eyes, in need of help, which is used to force the audience to make eye contact with the suffering animal. This tactic is an effort to make people feel guilty if they don't donate, after looking into those helpless eyes. The use of neglected dogs is the focal spotlight of the whole ad in order to tug at the viewers emotions and convince them to donate.
The ads also contain keywords that read “for as little as” or “for just 60 cents a day”, in order to reveal that the ads are not targeting a specific audience. The ad uses this as a way to indicate that anyone can afford to help. Because one of the ads includes powerful words such as “starved”, “abandoned”, or “left to suffer”, the viewers may feel an over emotional appeal that could potentially convince them to donate.
The ads stem from their overall organization. Although it is not consciously acknowledged, the color scheme is used to grab the audience's attention. By using a black and white scale and a large, bright orange rectangle that display the words “make a monthly gift”, the audience shifts their focus to the fundamental message of the ad. The ASPCA organize their ads using simple colors and basic format in order to promote their cause and attract more

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