Aspca Commercial Analysis

One of the most influential advertisements that is frequently shown on television that use these three appeals is the American Society for the Prevention of Cruelty to Animals (ASPCA) commercials that urge viewers to help the organizations by adopting an animal in need, by donating money, by volunteering their time, or a combination thereof. In order to convey their message, these television advertisements use ethos to establish credibility. One of the ways in which credibility can be established is through the use of a celebrity (Johnson, 2011). "Ethos is the appeal of a speaker's/actor's character or authority, such as the use of local celebrities or the business owner/employees in a company's advertising" (Johnson, 2011). Musician Sarah McLaughlin helps to promote the ASPCA's mission (ASPCA Commercial, 2008). Sarah McLaughlin is seen as a credible celebrity. Her image as a credible source is further enhanced through the introduction of a canine companion, a golden retriever. In addition to having McLaughlin as a spokesperson for the ASPCA, the organization itself is a credible source. Established

The Australian wine Yellow Tail engaged in cause-related marketing when they donated $100,000 to the Humane Society of the United States (HSUS); however, this effort misfired. The effort misfired because Yellow Tail did not do their homework before donating to a cause. If Yellow Tail had done their homework before donating to the HSUS, they would have found that Charity Navigator, a website that evaluates and rates various charities, has a “donor advisory” for the HSUS because of several issues found with the charity . When Yellow Tail donated to the HSUS, it made it seem like they were not honoring the hardworking farmers and ranchers that bring food and dairy to many peoples homes. It appears Yellow Tail wanted to donate to “celebrate animals” but it’s been a thought that The Humane Society of the United States seeks to abolish animal agriculture with its core mission of removing meat, dairy, and eggs from the American diet,

Throughout the commercial sick children and shown being given different tests and laying in hospital beds. By showing these images the audience feels a sense of fear, loss, pain, and grief, even though they do not personally know the children. By not donating the audience does feel responsible for these sick children potentially losing their lives. At the same time the commercial causes such negative feelings, it also provides positive ones such as hope and pride. By donating to St. Jude’s hospital a child’s life can be saved and that is because of you. This is effective for St. Jude’s because most people would rather feel positive feelings rather than negative, so they are more likely to call and donate to keep that positive feeling going. Also, ending the advertisement on a positive note by telling the audience “You can bring them that hope” the audience is drawn into pathos all over

Advertisers all have one goal in common, that is an ad that is catching to a consumer’s attention. In today’s fast paced society there are so many selling products and charities. As I exam the advertisement for the American Society for the Prevention of Cruelty for Animals (ASPCA), I will show how they use the pathos, ethos, and logos – also known as Aristotle’s Theory of Persuasion.

The Humane Society of the United States, HSUS, has released many commercials to show the terrible conditions that some animals are subject to live in. These commercials also promote the need for people to adopt from shelters, and give these animals a second chance at a better life. This commercial in particular shows singer, and 3rd place contestant on “The Voice”, Christina Grimmie, playing the piano, and singing her version of Bonnie Tyler’s “Holding Out for a Hero”. As she sings, many pictures and videos of animals being rescued from their terrible conditions play on a screen behind her. This commercial definitely pulls on the heart strings of animal-lovers by using the rhetoric devices of ethos, pathos, and logos in a very subtle, yet precise way.

The commercial appeals to the audience’s pathos more than anything. Animals, especially dogs, have a way of pulling with human heartstrings. “...they can be used to transfer desired meanings to the products with which they are associated” (Phillips 1). In other words, using animals in advertisements can link advertised products to the feelings that are associated

Advertisers use a variety of appeals to convince the viewer’s to buy certain products or bring a topic to the awareness of the viewer. The anti-child abuse announcement that San Francisco Human Services Agency released is no different. A public service announcement is designed to publicize a problem the nation is facing. Advertisements can appeal to the audience through a variety of elements such as images and speech. In this advertisement pathos and ethos are represented through the sounds and visual content while logos is presented through the statistics given at the end of the advertisement. With this advertisement it is also important to consider the

This advertisement also uses major topics in today’s society to draw people in. In the first section of the commercial, it uses whale extinction and McCarthy trying to save them. Secondly, it uses deforestation and the efforts to save the trees as another environmental draw-in. In the third slot, it focuses on global warming and the melting ice caps. And lastly, the commercial uses the extinction of rhinos (K. 2017.). This establishes Ethos by showing that the company is aware of the problems in the world today. These environmental issues have been a problem for several years, and there are many people that are concerned for them. By using them to pull people in, they are opening their audience to not only people who like the outdoors, but also to people who want to be heroes.

I used to take comfort in thinking that most dogs lived in loving homes, always with enough food and always warm and happy. When I experienced sadness about dogs, I would think, at least those dogs are just a minority. I thought that every dog would have a home soon because of all the effort to help them. Once I saw the incredible number of stray, mistreated, and impounded dogs, I could not think of anything else for days. I did not look sad, or cry, or talk to my parents, I just thought about how there is now way to help most of these dogs, so why bother trying for any of them. I asked myself, why even make those commercials, because, in the end, what difference would it make to help such a small percentage. Thankfully, things all began to change when my teacher told me all animal go to

I found that the key to answering those questions is understanding why the organization chooses to present the ad the way they does tying it in with their quote. They relate the extinction of the two animals, making the reader feel guilty because they understand the inverse relationship of sympathy towards the two animals the world has. Guilt is one of the stronger human emotions, and the organization realize that, and use it to get people to care. On top of making the reader feel guilty, all of the colors in the ad are dark and gray based which gives a sad and gloomy ambience, and contributes greatly to the guilt trip conveyed to the reader.

This form of appeal is infused throughout the commercial in many different ways. A common statement is that a dog is man's best friend. The relationship that is built between a young puppy--who grows up as the commercial progresses--and his owner might bring both happy and sad memories for a viewer who has been attached to a dog in the past. The dog’s owner also spends a lot of time with his friends; this relationship shows the importance of friendship and might make the viewer think about his friends and what they mean to him. Another time that the commercial appeals to pathos is whenever the dog waits at home--with a worried and sad look--for his owner to return.

Specific Purpose: The purpose of this speech is to motivate my audience by discussing the problems with pets not being spayed and neutered, offering solutions to the problems, and visualizing a society in which these problems are surrounding us. INTRODUCTION: Attention Step: How many of you look away or change the channel when the ASPCA commercials with Sarah McClaughlin come on?

She looks like the most super of supermodels, and is only diagramed as an animal. No likeness is even slightly portrayed, for if they should, they would lose their demographic for the advertisement. Readers would empathize more with this advertisement if she portrayed an everyday person, fully clothed, and in the state of which cows in commercial agriculture are placed. PETA’s advertisement does nothing to empathize the onlookers of the need for

In order to reach a larger audience, the new campaign will focus not only on females aged 18-24, but also on young males who might be interested in cruelty-free products. This extra male audience is an important addition to the campaign due to the fact that this segment has not been explored before and has the potential to add a new dimension in the fight against animal cruelty. The campaign will also be introduced

Most students go into college undecided as to what their major may be. But for me, I’ve known I wanted to be a marketing major for as long as I can remember. Marketing involves specializing in the best way of promoting a product to consumers. Consequently, one would ponder that I would support a nonprofit organization such as The People for the Ethical Treatment of Animals (PETA). However, that is not the case. I believe that PETA would be better off using a more conventional strategy to get its message heard rather than their provocative imagery of shock tactics. PETA’s message has a way of getting lost in the mayhem they like to create. Occasionally, it can be difficult to see the reasoning behind most of PETA’s ads that are presented to audiences.