In the Arms of an Angel: Giving Animals a Voice
On television, between NFL games a commercial starts with somber piano riffs and heartbreaking images of shelter or rescue animals with pleading, somber eyes. This commercial is from the ASPCA’s “End Animal Cruelty Campaign” with Angels. The tranquil yet upsetting Sarah McLachlan song Angel rings out and fixates audiences, seeing neglected or abused animals struggling, some still showing terrible pasts are shown being picked up or supported by someone’s hands. They need to be saved, they need a voice. This ad is the perfect opportunity to spread awareness against animal cruelty that occurs each and every day, and to also raise money for the struggling shelters who need funding and supplies to continue to give these animals a better life until they can be adopted into a loving home.
The song and horrible images of rescued animals that are still showing remnants of their past abuses are the most captivating parts to the two minute commercial. They each coincide with the idea that the animals need our help. For years they have been beaten or neglected, and now that they have been rescued they need helping hands (shown in several parts of the video) to help them relearn how to walk, to see, or to just have someone hold and caress them lovingly. Those unidentifiable people are “the arms of the angels” the song mentions. Those people could be anyone, even audience members who offer their time, efforts, or donations to support local ASPCA shelters all around the United States. These “angels” are doing exactly as the song says, “you are pulled from the wreckage of your silent reverie”. When a dog with two broken back legs attempts to walk and falls to the ground or a cat with one working eye attempts to eat but cannot, someone is shown there offering assistance or simply that loving embrace all pets long for from someone. The song continues, “you’re in the arms of the angel, may you find some comfort here”, and during this verse the ad emphasizes images of comforting people petting the kittens, letting a cat fall asleep on their shoulders, or simply letting a dog sit with you in a chair. These people are shown giving the animals what they never had the chance to have with their previous intimidating, abusive, or neglectful owners. The ad is mainly relying on pure pathos and gripping on audiences’ heartstrings to get their message through. By donating money, viewers are shown what kind of support and rehabilitation these struggling animals receive; they are finally given hope and comfort after probably years of living in fear and a struggle for survival. The minimal phrases of words are another eye opening aspect to the advertisement.
The words shown in the ad are minimal, yet they seem to resonate the most with viewers. Phrases like “every hour an animal is violently abused”, “3,000 animals were rescued last year”, and “for hundreds of others, help came too late.” Those three phrases are all that viewers see for text in the ad full of video clips, but those three minimal phrases are all it needs to convey a complete, impactful story. It is focusing on the fact that abuse is a daily occurrence, and sadly it leads to help arriving too late for some animals, however for those that were saved, they need help, and they need it now. If money is not raised, shelters will not have enough resources to feed, care for, and provide medical care for those animals in need. If we do not help, it may be too late for those animals as well. Animals do not have voices, they cannot cry out for help, these words are that cry for help, that call to action per say. Normally, when people see the numerous ads that plead for donations or money in exchange for a shirt, gift bag, and photo of an animal in the shelter people automatically assume it will be the same photo sent each time and that the money will go straight to the company and not to the shelters or the animal’s care. Audiences then usually ignore these commercials or simply switch the channel to something more intriguing. This commercial is a little different. The saddening images and videos combined with that purely beautiful song Angel stops any person in their tracks for one second, and that simple second is all they need to capture people hearts and emotions. Animals are being horrendously abused every day; this ad seizes that timing opportunity to emphasize the urgency for donations. The “if we do not help them now it will be too late” mentality is quite an effective approach for a fundraising cause. The animals need a voice, we are their voice, and especially in this ad there is a celebrity voice that calls out their concern for the cause.
Sarah McLachlan and the ASPCA are the credible sources that audiences have learned to trust. Canadian singer Sarah McLachlan is well known for several hit songs including Angel and involvement in numerous animal, disaster, and disease research and relief fundraisers. She has been with the AIDS benefit and the super bowl to help advertise for the ASPCA as well. Mrs. McLachlan legitimatizes the advertisement, she is the ethos, and she is the celebrity people often know and trust. Calmly and quietly she pleads for the help these animals deserve, and next to her is an adorable dog with a bandana. Audiences assume it is her dog, because she is known to love animals, and in the commercial she is shown petting the dog, hugging him, and keeping him close like any pet loving owner would. She is the perfect example that the ASPCA wants viewers to follow, the responsible, patient, and caring owner that will give these animals loving homes and plenty of attention. She is also another voice for those neglected animals. Albeit a quiet, less imposing or emotional one, but her voice is still extremely prominent within the commercial. She mentions that all people need to do is donate money, averaging sixty cents a day, to help give these animals a chance to live the life they deserve to live; one without fear, one that is full of love and support. Sarah also mentions the gifts you get at supporters to show the ASPCA’s thankfulness, so the donation does not go unnoticed. Sarah urges viewers to help in ending the abuse and join in giving these helpless animals a loving home, to be the real life angels. As a celebrity, people are often keen to trust them and the cause, especially if that celebrity is willing to associate themselves with the organization. The campaign has been immensely successful so far, rising over $30 Million so far and having Sarah return for two other commercial installments that were shown on primetime television slots over the holidays.
This commercial is an effective way to put a call out for civic duty to put an end to animal cruelty. The ASPCA, a credible association in its own right, enlists singer Sarah McLachlan to help give those neglected animals a voice. In reaching out to the viewers out of pure raw emotion, they are allowing viewers to picture themselves in those videos, holding up, hugging, or helping care for a poor defenseless cat or dog that looks purely terrified or sad. Hearing two young kittens meowing pitifully makes viewers want to hug their dog or cat that much tighter knowing these animals were wrongfully and terribly treated. An abused animal often sees no hope or future; they live in fear each day of their lives, but thanks to the ASPCA they can be saved, and thanks to the donations for millions of supporters of the campaign, people can become these animals’ beacons of hope. We are these animals’ voices, we need to let them be heard and help them. The ASPCA is reaching out for your help and also your attention in hopes that letting one more person know, may help put a stop to animal cruelty once and for all.
