Framing and Frame Alignment

ASPCA – American Society for the Prevention of Cruelty to Animals 

The ASPCA was founded on April 10, 1866, by Henry Bergh. The CEO of this company is Matthew Bershadker. The ASPCA focuses on the rescue, adoption, and welfare of animals such as cats, dogs, and horses. For the past 150 years, the ASPCA has focused on ending animal cruelty and neglect. The ASPCA is a national non-profit organization and its headquarters is located in New York City, NY.

Primary Claim

The primary claim for the ASPCA is that some people do not know how to properly take care of their animals. It is their job to help those animals that are abused and help the owners understand the proper way to care for their pets. The ASPCA has beneficiaries that are animals that are abused. The constituents are the donators would provide money to the abused animals.

The group’s main audience is Animal lovers and this group of people already agrees with the claim of the organization due to the fact that they become monthly donators of the ASPCA.

             Abusers, so they can see how their abuse affects the animals

The segmentation that this group is dealing with is that people could be against the ASPCA because they do not care if animals are harmed are not and do not group them evenly to say a human being abused. They may not see it as a big deal.

(Luke a male Great Dane was brought to the shelter after his human neglected to feed him.)

Diagnostic Frames and Grounds

Animal Cruelty

“250,000 animals fall victim to hoarding annually.”

“100,000+ American horses are slaughtered each year for human consumption.”

“The Nova Scotia SPCA Inspectors work on the front line seven days a week, 365 days a year, rescuing animals that have been in an accident, abused or abandoned. Last year we intervened on behalf of 3984 animals, investigated 1214 cases and removed 697 animals from harm.”

The victims are animals that have been neglected, abused, hoarded, or housed in puppy mills while the villains are People who neglect abuse, hoard, or house animal in these puppy mills.

The range of People Affected includes approximately 3.2 million shelter animals that are adopted each year (1.6 million dogs and 1.6 million cats). About 710,000 animals who enter shelters as strays are returned to their owners. Of those, 620,000 are dogs and only 90,000 are cats.

Motivational Frame and Warrants

 Warrants- We’re helping to prevent harmful situations for animals and to take action when they occur.

The ASPCA takes every possible action to increase the probability of adoption for homeless animals across the country.

The organization plays commercials on TV with emotional music and the faces of abused animals to draw in all advocates including those who do not necessarily feel bad about the animals.

Conclusion- How can you help?

You can help by donating money to the ASPCA or to your local dog shelter and adopt abused dogs rather than spending loads of money on new dogs.

(Sarah McLachlan Animal Cruelty Video- Arms of an Angel commercial)

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(A malnourished dog) 

Frame Alignment

  • The ASPCA uses bridging to draw in the people who love animals and are willing to foster animals who did not come from a good home. They are more willing to pay money to make sure all animals are treated fairly.
  • They also use amplification to assume other people believe that animal abuse is unjust, therefore drawing in people to provide money.
  • The ASPCA uses extension by providing pictures of abused animals so people will feel bad for them and donate.
  • The ASPCA uses transformation to show people who may not even be concerned for the animals, that it is a serious problem and the animals have feelings too
  • The target audience are animal lovers, activists against animal abuse, animal fosters
  • With the extension, the videos and pictures of real animals show the target audience how poorly the animals were treated.
  • ASPCA uses amplification by showing labs or other animals typically bought so that people can relate to their own pets.
  • These techniques allow the organization to raise more money.

 The ASPCA’s framing techniques seem to be pretty effective since when we watch the video, we feel the need to help. We believe they could send out flyers with examples of the abuse to draw in more money.

Resource Mobilization

The ASPCA uses commercial advertisements and they have a national based website used for adoptions, donations, and volunteer work. The most important resource for them is money. They use the commercials and websites to focus on the idea of people helping out financially.

Cultural opportunity

 Cultural opportunity is defined as a situation when a shift in popular ideas makes it possible to change how a particular troubling condition is addressed. They use cultural opportunity to post statistics on their commercials so that people see the growing number and are more willing to see that this problem is serious.

Political opportunity

 Political opportunity is defined as a situation when a shift in power makes it possible to change how a particular troubling condition is addressed. If the ASPCA were to send out a pamphlet showing how many animals were abused in their community, more people would come to terms with the seriousness.


Our SMO has ownership of the issue. The organization is widely known and are recipients of the money. They also are a confirmed non – for – profit organization.

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(Several dogs packed together into a small cage) 

3 soc(A horse with a matted coat and hooves that have been poorly cared for)

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(Cat that has been covered in duct tape unable to move.) 

5 soc

(A dog has been bound using duct tape.)

6 soc

(A dog that has been brutally beaten.) 

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(An elephant is chained at its ankles.) 

8 soc

(A horse has an untreated eye infection.) 

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(A mistreated cat with a bad eye injury.)

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(Dogs locked away in a small cage.) 

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