I thought that the ad for the Peruvian cancer foundation was interesting in light of our discussions about the ways in which television has the power to evoke a sense of nostalgia or sentimentality in us. I always wonder whether ads like this one actually work, that is whether they actually urge people to donate to various causes. They are certainly effective in the sense that they grab our attention (either through visual or audio effects) and at least for a moment take us out of ourselves and force us to think about the causes which they aim to bring our attention to; however, these ads tend to lose their effect and meaning when they are followed by Neutrogena ads filled with bright faced smiling teens, or ads for reality shows. I noticed that I was very touched by the ad while actually watching, but was able to quickly shift my attention away from the ad and onto other things. In one sense I feel like these ads are good and necessary, as they force us to pay attention to things that we might not otherwise know or think about, but on the other hand I feel like, as with other forms of technology, they desensitize us. We are so used to seeing “moving” ads about the “plight” of those who are far removed from us that I feel like many people become used to simply brushing them off.