One of the common characteristics of advertising includes grabbing the viewer’s attention. After reading the assignment and thinking about certain advertisements that made an impact on the way I feel, a particular commercial came to mind. When the Sarah Mclachlan animal cruelty commercial comes on, it tugs at my heart and makes me want to call the number on the screen without a second thought.
The first thing you see when the advertisement begins is a pitiful looking dog, and then the text “every single hour in BC, an animal is violently abused.” The add then continues to show sad looking animals while playing a very depressing song by Sarah Mclachlan. Sarah gives the number to call for help. By the end of the commercial I’m asking my mom if we can have another pet.
The appeal used in this advertisement discussed by Professor Straubhaar would be the nurture, guidance appeal. The definitions of nurture include: to feed and protect; to support and encourage, as during the period of training or development; to bring up; and to train. When the music, pictures, texts, and speech given by Sarah all come together, the viewer is persuaded that the animals need someone to nurture them and guide them to a better life. Another plus to the add is a celebrity is the one telling us we should make the call. Professor Straubhaar made clear nothing sells like a celebrity.
Not only does this add tug at my heart while it is playing, but it’s even been a topic discussed days later at school; therefore, it definitely grabbed the attention of its viewers.
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