ASPCA commercials are filled with depressing music, neglected animals with pittiful eyes, and terrible stories of abuse. It immediately catches our eyes when the ad plays on T.V. and makes an emotional connection that persaudes us to want to join the ASPCA. It causes us to feel horrible for the neglected animals, and conveys a much deeper meaning that the ASPCA possesses.
"Love Marks" is being used in this commerical to try to persuade people to join the ASPCA or donate money to help the organization. It is making an emotional connection with viewers by making them feel pitty and heart-broken for the animals. They create this emotional connection by displaying abused, shaking animals with sadness in their eyes and also a depressing song playing in the background. ASPCA is using this emotional connection because it cannot be copied by other animal shelter organizations. The connection formed with multiple people through the advertisement is what makes ASPCA different from other animal shelters, trying to attract people to donate or join their organization over the others present in the world.
The idea of "high concept v.s. tangible ads" is also evident in this commercial. Rather than going into depth about what the organization does, it relies on an emotional appeal formed from the advertisement. For example, the commercial does say that people can provide food, shelter, and love if they join or donate to the organization, but that's basically all it states. It doesn't say anything about what people will be doing to help if they join or what the money will specifically buy to assist the neglected animals. What the ASPCA actually will fulfill goes unsaid and is very vague in the commercial. However, it is then replaced with an emotional appeal of pittiness, which is what the ASPCA is relying on to attract people to donate and join the animal shelter.
In the commercial, the weasel words of "can rescue" is stated to be used as a form of persuasion. The advertisement is trying to convey that if people join or donate to the ASPCA, it can rescue neglected animals and provide them with food, shelter, and love. However, there is no guarantee that the money donated will help ensure the safety of all abused animals. On the other hand, it doesn't guarantee that joining the ASPCA will save the innocent lives of neglected animals on the streets. This uncertainty goes unstated purposely, however, to make people think that they will actually be helping abandoned animals out by doing what the commercial pleads for, even though there really is no promise that they will.
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