Post 5: Sarah Mclachlan's ASPCA

I'll admit straight away that a commercial can easily make me tear up. It just needs a Sarah McLachlan soundtrack and three or more pictures of animals. They don't even have to be abused animals; though it does increase the effect tenfold. In these ways, the ASPCA has me feeling like the worst person in the world every time I see their commercial. It's the type of media experience that moves me to make a change in my life.I never do, but I keep telling myself that as soon as I get my first paycheck over an annual 60,000, I will pledge to the ASPCA. I know that it's the right thing to do because so many people either do not have the time or do not feel the need. But the only reason I am persuaded to act on this serious issue is a song and some pictures.

First of all, I'll talk about Ms. McLachlan. She has a great voice, and it is always accompanied by a single, quiet piano. The song "Angel" that they always use is very sad (depressing, even). You get the feeling that it is about death and loss even without listening to the lyrics. It reenforces the big message: that animals can be hurt just as much as we can, and that we have to treat them with compassion too. It even suggests that there is a dog/cat heaven; this makes me believe she is appealing to Christian people. That makes sense; more than 75% of Americans are Protestant or Catholic. But a sad song has the power to transcend faith, and it can affect all sorts of people.

The other cause for my emotional reaction to the ASPCA commercial is the slew of animal close-up pictures. I guess it's really only dogs and cats that they show. This makes me think that they hand-pick their animals based on potential emotional response. I doubt you'd be as likely to cry if you saw a close-up picture of a goldfish; bigger pets are more easily used to showcase injuries and teary eyes. Take this dog for example:

Now compare it to this sad-looking parakeet:

I think the difference is pretty objective - the dog has the more human-like physical qualities, so it can show off its emotion more. This gives us the desire to care for it like a child. The ASPCA is directly appealing to our emotional need to nurture. The fact that the individuals being nurtured are animals allows this need to apply to anyone, not just mothers. And they make sure to include all types of dogs and cats to appeal to all types of people.


I'm glad I saw this commercial; it has informed me about the very important issue of animal cruelty. And I promise myself I will donate money when I have enough. But now that I know, I really don't want to see these commercials. They just remind me that I haven't helped yet, and that my inability to donate could result in the loss of more innocent animals. And they bring tears to my eyes almost every time; it can kind of ruin my day.