Even though I am horrified by the current mass extinction (one of only seven in the few billion years life has existed on this planet, and the fault of ours truly), I consider this type of advertising manipulative and resist it whenever I see it. Arguments from emotion are not bad; however, there must be some statistics presented, causation highlighted, and clear presentation, not just pictures of drowning polar bears and weepy music.
However, I do think it is different from the manipulative anti-abortion advertisements, albeit for a very different reason. See, there are debates as to whether a fetus is a person with rights (such as the right to life). Doesn't matter whether you think they are persons or not, there is still a debate on, and a sensible one in my opinion (even though I am not anti-abortion) as they do belong to the same species and have the potential to grow up to be just like you or me. Animals don't have any rights in the legal sense of the word; though cruelty should be looked down on, the right to life cannot really be given to animals, because it would result in the extinction of thousands of carnivorous species (who themselves would have the right to life). On the other hand, the mass extinction is a different cup of tea, because it is threatening the balance of all life. The scale is infinitely greater than the abortion of human fetuses.
You're comparing macro to micro, human (legal) to non-human. It can't really be done.