Techniques Used In The ASPCA Campaigns

The ASPCA works specifically on the organization, content, and the layout of their website to catch the viewer’s eye. When looking at a website, examining every aspect on that page shows how carefully everything was laid out and the elements used to design everything. When first clicking to open the main page of the organization, there is a rectangle that is very large across the top of the screen that contains a slideshow of different pictures. There is no way to miss this introduction to the page, especially when they are all close up pictures of dogs and cats that have been rescued over the years looking at you with large, sad eyes. This forces the viewer to make eye contact and feel the pain of that animal. All these pictures contain a
The most famous of these commercials stars Sarah McLachlan who is a famous singer/songwriter. This specific commercial uses ethos through the use of a celebrity spokesperson. More times than not, people tend to react to what celebrities have to say rather than someone unknown. This advantage point will make more people willing to donate if someone famous like Sarah McLachlan encourages them to do so. In the commercial, one of Sarah’s most famous songs “Angel” is featured. The creator of the advertisement used the heart wrenching song that contains lyrics adequate for the cause such as, “you are pulled from the wreckage” and “you’re in the arms of the angel.” While this song is being played, pictures and videos of animals being rescued and even animals that may or may not survive, are portrayed along the screen. When combining a compassionate song and the pictures that play along with the words, it appeals to the pathos of a person to have pity for the animals in pain. After watching the commercial, many feel obligated to
Sporadically dispersed amongst the pictures and videos of abused animals are facts and statistics. One statistic says, “every single hour, an animal is violently abused.” These statistics give more of a sense of reality to the viewer, meaning it is logically important to donate. The minimal amount of text shows logos because throughout the whole commercial, the ASPCA’s phone number and website appear on the bottom of the screen. There is no unnecessary information that clutters the commercial taking away the organizations