I believe that showing shocking images brings light to our society. Many people have a tendency to react to a situation if it has some type of pathos appeal to it. That is why Sarah McLachan and the people of the ASPCA use it to help out the abused animals of America. This ad uses images of abused animal to gain an emotional support from the audience, and then benefit from that by receiving donations to put and end to the abuse and to put an end to the ad campaign because nobody wants to see hurt animals.
Example:
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