The EDM uses an emotional appeal to attract the attention of viewers. By using the face of an innocent dog and the fact of strays being put to sleep, the EDM is garnering the sympathy of its target audience to sign up for the flag day to raise funds for the shelter. 

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​The EDM is created on a dominant assumption that people will help raise funds because they do not want dogs, a loving animal renowned as a man’s best friend, to be put to sleep, merely because they do not have a home to stay. Relating to past flag day experiences, I know it is a tiring thing to do, but the result is heartening. The EDM is targeting on this heartening trait that the audience will know that they did something to help.