Sarah McLachlan Wants YOU to Join the ASPCA

“Angel” is the haunting melody that starts this commercial, with deep soulful tones that add just enough sorrow to tug at the heartstrings of the viewer as they are shown pictures of beaten, neglected, and exhausted animals. Sarah McLachlan’s voice is heard in the song, singing such lyrics such as “you’re in the arms of an angel, may you find some comfort there.” It shows animals being rescued and held in the arms of a rescue worker or police officer, the rescued animal’s angel. As the commercial progresses, Sarah McLachlan then appears with a calm, happy dog, while the fire in the background crackles; setting the mood that she and the dog are warm and cozy. This is showing that although there may be lots of happy pets out there in America, just as many animals are out there, in the wet, cold rain alone, or locked up in their owner’s houses with no food or water. That they are crying out for our help, or anyone’s in particular, as they wait for someone to come to them and give them aid. This helplessness and the addressing of the statement that “some rescues were too late” is enough to either A) make you cry, B) make you cry and change the channel, C) stare blankly at the screen in mute shock or D) vow to pledge money to the ASPCA as you swear vengeance against animal abusers everywhere.

This is the method that the ASPCA uses to draw us in. Many viewers have a pet of some sort- whether it is canine, feline, avian, reptile or amphibian, aquatic or exotic- and they use these pictures of these miserable animals to capture our sympathy in the hopes that we may just feel enough sadness for the victims to donate money to the ASPCA each month. The ASPCA would then be able to feed the animals, shelter them, give them the proper medical treatment, and watch them heal as time passes. And when you join, they send you a tee shirt of an animal and a wristband- plus a picture of an animal that is in the shelter. This further assures you that your decision to join the cause is justified. You have and are helping animals at this very instant, by paying 18 dollars a month to give them the love and care they have been left without.
In keeping with the elements of myth analysis, the ASPCA would be classified as the heroes of this commercial. They are fighting for better animal rights and awareness across the world about animal cruelty. Their hope is that by spreading this message that the villains (the horrible pet owners) who are abandoning, abusing, or starving the victims (their pets) would drive enough people to act now and donate money to help save the animals from their owners. This would in turn, make the viewer become a hero, and would have a better conscious on their shoulders that they were able to help animals. It also helps that in this advertisement that they used a celebrity to promote their ideals- that Sarah McLachlan is also passionate about giving money to help animals as well. If you don’t do sign up and ignore it, it makes you feel like a total jerk (or at least I feel that way), especially when you end up seeing the commercial again soon after you made the decision not to donate. This, I think, is another ploy for them to help you join their cause. “Angel” is a beautiful, yet mournful song that I have seen used in many dark moments, whether in TV shows or on YouTube AMVs. When you hear that familiar tune start up, you know it’s coming, and it is enough to make you feel guilty for not sending your love (and your money) to these animals like how you do for Milo, Otis, Fido, or whatever your pet’s name is. This causes conflicting emotions that challenge your moral beliefs. It is making you choose. “Do I spend money on these animals I’ve never met, or do I put it towards that vacation to France?” “Do I donate my money to the ASPCA or should I send it to a different charity?” For some of us, there is no question- we choose to spend our money on the neglected animals. For others, it just may be tough to choose between bills that need to be paid or animals that need to be saved. It depends on your priorities- and just how much money you have- and the ASPCA knows it. Until then, they’ll keep playing their commercials to remind you- not all pets have such loving owners.