Have you ever seen the ASPCA’s television spot that uses negative advertising? My opinion is that it pushes the envelope. While every dog I’ve ever had has been a rescue, I don’t support advertising that, in my opinion, pushes the bounds in taste and hooking your emotions. (The picture you see here is our current rescue, Jake.)
I realize that others would disagree with me strongly. Some say that if the ads were not that engaging no one would step up to rescue animals. Some say that whether the public has a positive or a negative reaction to a piece of advertising is irrelevant – that the fact people are talking about the ad is the goal either way.
A few months ago I noticed a thread on Facebook about these very ads. The comments were overwhelming negative, even though most (if not all) of the commenters are dog lovers who have rescued many strays. Here are some of the comments.
- I change the station.
- I change the station, it makes me not want to watch this channel at all.
- The ASPCA could get their point across without being so heart-wretching.
- I can’t take those commercials.
- I’m an animal lover and donate to three different organizations but these ads make me wonder if any money actually gets to the animals at all.
- I will not donate to the ASPCA based on these ads.
- Every animal I’ve ever had has been a rescue. And I donate to animal shelters all the time. But I seriously would never give money to the ASPCA because of these ads.
As you can read for yourself, the ASPCA has actually lost the goodwill of potential donors due to running these ads. The organization may argue that there are more people spurred to donate than those who refuse to donate after seeing the ads. But when I see comments like these from people who are active donors it makes me think the ads are a bad idea.
What do you think? Have you seen these sad and emotionally gutting ads yourself? Do you watch them? Do they cause you to donate? (If you have not seen the ads you can find one on YouTube by clicking here.)
I believe advertising should be honest and needs to be compelling and engaging. But I also believe a business can advertise without pushing the bounds of what people find disturbing. I’d probably recast the ads with different background music, some of the same pictures of animals, and a brief note talking about what percentage of the money actually goes to the animals and what percent to administrative costs. To me the negative reactions to some of their ads outweighs the possible benefits. Would you engage in negative advertising? I’d love to hear your opinions below.
Mitch Tublin says
March 22, 2015 at 9:21 pmAgree with the comments. Not to take away from this important topic, I wish the politicians would read up on this and not drag all of the potential voting public through their negative ads.
Tandy Elisala says
March 21, 2015 at 9:22 pmI’m with you Sue. I can’t watch these negative ads. ESPECIALLY the ASPCA ads! I LOVE dogs and can’t stand the pathetic way they present dogs in these ads. I also wonder how much money they spend on these ads, instead of taking care of the animals.
Jessica says
March 21, 2015 at 11:41 amSue, I despise those ads and ALWAYS change the channel! I too have rescue dogs, and even though this commercial isn’t advertising animal rescue, it is a GREAT example of how comedy can make dog rescue VERY APPEALING! https://www.youtube.com/watch?v=EmzgkMsf_GQ
Trudy Scott, Food Mood Expert and Nutritionist says
March 19, 2015 at 6:59 pmI’m with you Sue and have never seen the value in any type of negative ad, and especially these ones. I find them very disturbing and would also like to see some images of animals in good and loving homes – the running through the daisy-fields kinds of ads we drug companies run (a bit ironic isn’t it!)
Mary Ellen Miller says
March 17, 2015 at 4:46 pmSue, I have seen other ads than what you have connected to your YouTube link here on your blog. By the way, are you SURE you meant to link to that particular video? The ones I’ve seen are so sad that I switch the channel! Certainly negative advertising apparently does work in certain contexts or the politicians, particularly in major, national races wouldn’t keep using it!
Sandy Rees says
March 16, 2015 at 11:04 amAs someone who works in fundraising, I believe these ads are not meant for those of us who are already supporting animal rescue causes, but meant for those who are likely to care/give if they just felt a stronger connection. The emotional level of these ads can pull those folks in. These ads are too strong for us who are already giving, already adopting, already volunteering, already advocating. We’re already bought in and this level is overkill for us.
The other thing to note is that because the ASPCA keeps running this sort of ad, it means that it’s working to bring in new donors and new dollars. They wouldn’t spend that kind of money if it didn’t work.
Sue Painter says
March 16, 2015 at 8:58 pmYes, I agree Sandy that the ads must work – but they need to realize they are also LOSING donors who are offended.
Sue
Lynn says
March 16, 2015 at 12:13 amSue, I cannot watch these ads. If I see one begin I immediately have to mute the sound and I keep my eyes off the screen. the first time I saw one of these ads, my heart hurt for hours.
There is so much pain in this world that is constantly shown on TV, written about in newspapers and magazines and, yes, even on social media. It all makes us feel powerless and these ASPCA ads are no different.
I’m much more inclined to donate when I see or hear stories of animals who have been rescued from deplorable situations, been adopted and I can see they are now happy, healthy and loved. I donate because I want more of THAT.
Fear based motivation is never positive.
Lynn
Sue Painter says
March 16, 2015 at 2:06 amLynn that’s a great quote – “fear based motivation is never positive.”
Sue