A Rhetorical Analysis Of Animal Strategies Used In Advertising

First of all, the commercial has accomplished successfully of building its ethos (credibility). The ad is made by ASPCA (American Society for the Prevention of Cruelty to Animals), a non-profit organization that receives monthly donations for saving animals from being abused or ignored. (Wikipedia) From ASPCA’s website, you can find its organizational structures, annual financial statements, policies and positions, etc. It provides a transparent way to process and broadcast organization resources. By doing this, for a person who is trying to donate, he/she can make sure the money is spent for a good reason.

The commercial by ASPCA has one message, and that is to protect and better the condition of life for national, farm, and wild animals. ASPCA is a non-profit organization dedicated to preventing cruelty to animals. They have a mission, that is to rescue, save and help animals all around North America because there are way too many cases of animal cruelty and neglect. Sarah McLachlan makes an argument about animals being abused and neglected, and how we can change that by a mere donation. This argument persuades the audience with the small videos and pictures in the background showing sad, hurt, and neglected animals that need a home with owners who will love and take care of them.

The ASPCA announcement uses the rhetorical devices, logos and ethos to convince its audience to donate. Logos is the appeal to logic, and ethos is the appeal to morals. The commercial states facts about how thousands of animals are abused every day. It states that a small donation of only eighteen dollars a month can make a big difference by providing many different forms of aid to the animals. The ASPCA advertisement translates this to sixty cents a day to show how small the donation really is. This is somewhat of a logical and ethical appeal. It appeals logically to the audience because for just a small monetary donation the viewer can help save abused and neglected animal from their abusers and provide medical care, food, shelter and love. This shows that the donation can be used in many essential ways to care for the animal, and that their donation is responsible for giving the animals a second chance. This too is an ethical appeal because donating will make the viewer feel like a good, virtuous person because they contributed to an important cause. One the other hand if they don’t decide to donate they may a have a burden on their conscience because not that much money is needed to help make a big difference. In other words the viewer may feel like an unethical and bad person. The advertisement goes on to state that if you donate then you will receive a welcome kit that contains a t-shirt, wristband, and a photo of an animal that has been given a second chance because of you. All of this is a further amplification of the logical reason to donate to the ASPCA. The advertisement also uses ethos by having the Grammy winning artist Sarah Mclachlan as the speaker. Sarah seems to speak very truly and caringly about the ASPCA as she pets a dog that’s in her lap. This makes the audience feel like Sarah truly cares about the treatment of animals. As a

PETA, an animal rights organization, has been known over the past several decades to post racy ads. In June of 2013, PETA launched an ad with the purpose of getting its audience to go vegan. The ad is a photo of a toddler with a lit cigar in his mouth with the quote next to it, “You Wouldn’t Let Your Child Smoke. Like smoking, eating meat increases the risk of heart disease and cancer”. The ad included “Go vegan!” in the bottom right corner with the organizations logo next to it. PETA is trying to send a message to its viewers to stop eating animals. The attention drawing ad evokes an emotional response, contains logical reasoning and is from a credible source.

Have you ever been watching tv and the ASPCA commercial comes on, you know the one that has the song “Arms of an Angle.” The commercial makes you feel super sad for the poor animals that have been abused and victimized because of cruel behavior. They ask you to donate money to help these animals recover. What if when these animals do recover they were turned into Service animals. This is a matter of great concern in our community because we could help get most, if not all the animals adopted into a loving home. In order to understand the issue more completely, I looked at turning shelter animals into service animals. Other members of my Group project are looking at TNR/Euthanasia, Physiological aspects of owning a shelter animal, and Worldwide

The first, and most prominent, reasoning behind the commercial is emotion, or pathos. An argument should include an emotional connection to the audience to make logic and credibility more humanizing. The two-minute video primarily includes clips of previously abused animals, the staff caring for them, and singer Sarah McLachlan talking about how the viewers can help. Reason one that the argument is effective in the use of emotion would be the use of animals. The clips used include dogs, puppies, cats, and kittens whimpering or looking “sad.” These were meant to evoke an emotion to the individuals, and hopefully ignite the compassion needed to donate to ASPCA. It gained popularity from the sadden reactions of people, and for good reason. To quote

Aiden Lykken is the founder of the organization of Woofin & Hoffin 5K and Doggie Dash in Glen Ellyn, Illinois. This organization are for the pets who don’t have a shelter or have been abused. Aiden has seen many situations like this happen with his own eyes. Now thousands of people are helping out by participating to help run the Woofin & Hoffin 5K and Doggie Dash to help support those animals that are abused. This young boy has made a huge difference beginning with his community and coming out big with other communities. Now a huge increase had began to grow, meaning people are taking in consideration of helping those animals who don’t have a shelter. A change has to be created in your home, community or wherever one tends to make a difference,

An old saying that comes into play when just glancing at this advertisement, “An apple a day keeps the doctor away.” is an old saying pediatricians would say to their miniature patients. Who would know this could grab attention of people just watching TV? “An Apple a Day” illustrates four Granny Smith apples on one side of the ad while a slice of a Granny Smith apple sits on the other side of the ad. The product the advertiser is selling has more to offer than the other companies which, is shown by the whole apples and the slice of an apple. The small description underneath the Granny Smith apples has a formal, yet demanding tone that provides information about the product. In the fine print, it has some details on how their company is “one of the best. “Then below the small caption is a large, bold black logo followed by the contact information of the company all directed towards drivers. “An Apple a Day” is trying to connect with middle-class drivers looking for better quality insurance for an inexpensive price.

Countless lives locked away in cages and forgotten about have overwhelmed our society, it has left blood stains on our history as a species and if history has taught us anything, it’s that we have a choice to change our ways of adjusting to situations. A war which was fought in pursuit of ending such criminal means, yet we as human beings do little to nothing to end the horrific crimes of animal deaths in shelters. It is no secret that this world has become infused with problems that have extended from one side of the globe to the other. Amongst these problems lies a terrible truth: nearly every year, sums of almost eight million cats and dogs have been placed in shelters around the world. Out of these vast numbers, half will be

As you drive through the curvy roads here in Jackson County, you experience many things, such as the sharp curves, random pot holes, and of course you can’t forget about the dead animals or starving strays you pass every now and then. Stray animals are an issue most everywhere in the U.S, Jackson County is no different than anywhere else in that sense. What really makes us different is the fact that we have all of these pitiful stray animals that are starving and freezing, some even being ran over, and we choose to ignore the problem. Some people in the community may say there’s nothing we can do other than ignoring the issue. I see otherwise, although it may not be possible to solve this problem completely, there are still some possible solutions. For example, one of the possible solutions for this issue could be to add an animal shelter, or an animal rescue center somewhere within the community or county.

Proposal: The problem is that there are towns that do not offer Animal Shelters to their residents causing them to abandon their animals if they can not take care of them. “Shelters are operated by local, county, and state governments, non-profit animal welfare organizations, and partnerships among such entities. Estimates suggest that between 4200 and 5000 animal shelters exist throughout the United States”(Miller). Obviously there are not enough animal shelters available for these animals that are surviving on their own. “In the US and each day 70,000

There are many problems with abandoning an animal, in some states it is even a crime. Some abandoned animals get sent to testing facilities, to which they will be scarred even further. Animals of all species can be subject to abuse and abandonment, and over 6,000,000 animals are abandoned each year in the United States of America (Aldf). Another problem with abandoning an animal is that it can become feral, to which a person or child could walk by and get attacked. Any time a person goes to a shelter and sees a dog or even a kitten, and thinks, “I wish I could”, they need to think financially, and then they need to think about the animals needs. If a person knows that they cannot take care of a pet but have enough to help, they should. However, if people see a commercial for animal abandonment, they are more likely to call and make a donation rather than going to the local shelter to make a donation.

Many times when people think of social activism they fail to realize that social activism includes animals as well. However, social activism is a very broad topic that includes people, animals, and the environment. Animal abuse is a major issue in America, abuse towards domesticated and wild animals is still relatively prevalent. The goal of Bobbi and The Strays is to take in neglected, abused and unwanted animals and find loving homes for them. Bobbi and The Strays are also a no kill shelter meaning that regardless of whether or not an animal is old or “unadoptable” they will not be killed in order to make more space. Many shelters within America will euthanize healthy animals if they have been living in the shelter too long or are old. Bobbi and The Strays overall mission to help keep animals safe and healthy addresses the issue of animal abuse in the United States of

The animals need help, and since they can’t stand up for themselves, it is up to us. According to Humane Society International,

When you think about all these situations, the amount of animals in a shelter can rapidly increase every day, and this is very sad that we have done this to our “furry friends”.