Re: The Power of Persuasion

For me, the hardest part about persuasion is matching the tone to the audience. Personally, ads or campaigns that are too unironically sincere make me uncomfortable. But that's me. Other people react badly to even a little bit of irony in campaigns. So, striking the right balance is important, especially if you're trying to reach a broader audience.

The two following examples make similar pleas but in very, VERY, very different ways. They both rely on music and visuals to make a point.

The notorious Sarah McLauchlan BC SPCA ads...

Let's be honest...It's hard to wade through the tears to actually get to the point of the commercial. (Fun fact: Even she can't watch them!). Sure, you're sobbing as you see the poor cute baby animals, and the sad and the tears and the bawling. And life has no meaning and everything is HOPELESS.

Now, look at this ad for the Wake County SPCA:

This also uses music and pictures of animals, but it's cute! And catchy! And you want to watch all the way to the end! What you see is animals with the potential to be happy! And if you're tearing up, it's because LOOK AT THAT FACE!!!!!

[Note: This isn't the official video; they had to take the audio off that one. But go watch it with the song synced and give them some more views!]

Everyone knows the Sarah McLachlan ads, but I'd wager most people probably don't know specifically what they're for. The Wake County SPCA ad has their logo plastered on all the shirts of the staff and volunteers. They hold signs up that say "Donate." They have their url at the end (and in the info box on YouTube). So even if you only know it as "that animal shelter singing ABBA" video, you can still find a lot of information easily just by watching.

As for which is more effective, I'd have to go with the second one. You know they want you to adopt and donate. While the first ad is very effective at showing the problem, it's a total downer. This ad manages to focus on the solution in an adorable, clever, and catchy way. 

And this video was all over Facebook and Pinterest and Twitter. And your mom and your aunt and your best friend all probably emailed it to you. Etc.