Genre: “Animal Cruelty Prevention Advertisements”

Animal Y Y Y Y Y

“DONATE” Y y N Y Y

Animals that Y Y Y Y Y
look
unhealthy/
sad

“You” Y Y N N Y

Words like Y Y Y Y Y
“help”
“save”

“Anything Y Y N N Y
helps”
“Small
donation”

Contact Y N Y Y Y
information/
website

Text in bright y y Y N Y
color

Guilt factor/ N Y Y Y Y
questioning

Simple/ Y Y Y Y N
straight to the
point

An animals N N N Y Y
story
Affordances: these advertisements get people to donate money to charities that help
abandoned animals

Constraints: People would probably rather donate to charities that help children instead of
animals

Organization: Most of these advertisements have a picture of an animal and text over top asking
you, usually in big font or bright colors, to donate money to help save a life. There is usually a
message at the top to get your attention and then beneath there is more explanation on what
you can do.

Tone: this genre usually has a sad tone which makes people feel sympathy for the animals
shown in the ads. Usually a sense of urgency.

Evidence: the advertisements use pictures of the animals in need and say “you can help” which
makes people feel like they need to donate.

Part 2
Exigence: These advertisements are needed to raise awareness of the need for donations/
volunteering for animals in need.

Writer: Most of the advertisements, especially seen on TV, for helping animals in need are from
the ASPCA.

Primary audience: People who care about animals and want to help

Secondary audience: People who have pets of their own

Writer’s goal: The goal is to get people involved with helping the organization which helps
animals.

Context: Animal shelters need donations for food, water, and shelter

Visuals: the advertisements, convention table

Script:

1. Talk about why it’s important for this organization to have advertisements
2. Talk about the conventions for this genre
3. Talk about how the ads examples fit and don’t fit these conventions
4. Talk about what a good advertisement would be
5. “Thank you for your time, I hope you take what I've said about this genre into
consideration”