Animal Cruelty

BCSPCA gains much attention for their demonstrations, celebrity spokespeople, and advertisements. The celebrity indorsing this video is Sarah McLachlan, the artist of angel. The struggle of the animal rights movement is to deconstruct the human and animal divide and creating a shared human and animal identity. The movement works to convey animal rights and welfare to change the way humans see animals. Cultural beliefs are restricting in some cultures with the belief that humans are allowed to use and abuse the animal. The creators of this add take in both points of view, and alter their message in different way. One way they fight for animals is pushing for the audience to recognize animals to become “persons” which allows a being to live free from manipulation, testing, exploitation and death at hands. The brain processes images differently than words, which are why this ad campaign in effective. Images are produced in the reptilian section of the brain, where instincts and strong emotions are located. Language is another section of the brain, which is the neocortex, where reason is. That is why if the same ad were in print it would not have been as effective, the commercial is more powerful than a print add. The media message is manipulated to enhance the emotional impact, the commercial uses different technique to make the ad more effective. The dramatic lighting of the animals in the dark assimilates a sad and desolate feeling that the animals are feeling. When the animals are trapped in the enclosures, and are unable to escape the emotion is triggered in the viewer’s brain. The filming is slow and panning, ensuring the viewer can view every detail of the ad from the distraught faces on the animals to the gashed fur. The use of Sarah McLachlan as their spokesman, uses her reputation this reassures the donations is not a hoax. If it was a hoax the singers reputation would be on the line. The use of emotion urges viewers to donate money to the SPCA, there…