Keep Your Dogs Cool In Warm Weather Peta Ad Examples

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 People for the Ethical Treatment of Animals (PETA) is one of the most recognizable organizations within the animal rights movement, due in part to their attention grabbing antics and controversial advertisements. While PETA has been successful in creating visual rhetoric that generally appeals to the audience’s cognitive reasoning and emotions they are often not successful in catalyzing actual change in behaviour.

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 song Arms of the Angel by Sarah McLachlan is an emotional song that many can relate to. It is about the loss of someone close that has endured pain and will, hopefully, find comfort and peace “in the arms of an angel”. Pairing this song with animal cruelty would release a surge of emotions in the audience, which is exactly what the creators of the ASPCA commercial were targeting. ASPCA (The American Society for the Prevention of Cruelty to Animals) is a non-profit organization set to receive monthly donations in order to save the lives of innocent animals being abused and neglected. The commercial is trying to persuade animal lovers and pet owners, which is approximately 62% of households in America, to donate to the ASPCA and to provide effective means to prevent animal cruelty. The commercial appeals to the ethical, emotional, and logical senses of the audience with their choice of speaker, the visuals, song, and word choice used, and the reasoning and statistics in the commercial to persuade the viewers to donate and to expose the evils of animal cruelty.

The truth about PETA, is that they do not want all animals to roam free. They want the population of dogs and cats to be reduced through spaying and neutering. They would like people to adopt animals from pounds or animal shelters, rather than buying from pet shops or breeders. They do claim to be the number one animal activist groups out there. Are they who they claim to be? What they don't advertise, is that

PETA, though it does many things, has four main objectives. They focus on animal cruelty on factory farms, which are also known as confined animal feeding operations (CAFOs) and intensive livestock operations (ILOs). These farms are more worried about profits and high volumes of goods than they are about human health, safe food, the environment, fair treatment of animals, and the surrounding economy (Factory Farms). PETA also focuses on cruel treatment to animals in laboratories, in the fur trade, and in the entertainment industry (like Khartoum). They also work on projects helping birds, beavers, and abused backyard dogs, as some examples. To reach the public, PETA uses many tactics, including working “through public education, cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and direct action.” (PETA: Official Page). PETA tries to reach the public any way possible.

From start to finish in this commercial, there are video clips of poor and defenseless animals; some are in cages or in the arms of someone saving them. Some have lost an eye, cannot walk, or are extremely underweight. The only healthy looking animal seen in the commercial is a golden retriever that is lying next to McLachlan while she explains how the audience can help and be an “angel” to the animals by donating money to their cause. When the audience sees the golden retriever it looks very cheerful and upbeat to demonstrate how happy one of the potential pets could be once safe and given all of the medical needs it needs. This creates a feeling of hope and almost

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.

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

Women should not be exposed on an ad about becoming a vegetarian due to the suggested violence. The suggested violence in advertisements could be the reason why women everyday are being degraded just because of their gender. There is no excuse to having a woman naked to get across a point. This organization demeans women by taking her, making her naked, and showing off the parts of her body to get a completely off topic view across. Advertisers have come to the point where they will do anything and say anything to sell a product or an idea. Kilbourne explains that “there is no doubt that flagrant sexism and sex role stereotyping abound in all forms of the media” (283). Kilbourne elucidates that women play roles as a piece of meat on television. Women are not portrayed as strong people in most advertisements and because of that, there becomes a normalcy to women not being strong people, which in the long run creates stereotypes.

To start with, in the first couple of scenes of the commercial, an animal is following a person around. In the following scene, two people come face to face and they talk about the animal’s name. Then, there is a flashback scene explaining the name of the animal. Towards the end, the commercial advertises its product with an animal in different ways. At the very end, there is a flashback scene of a human and an animal.

The You tube video of the advertisement begins with a man in his stable preparing to load his horse into the trailer when he spots the puppy hiding in the hay. While not looking, sensing the owner is about to leave, the puppy sneaks into a horse trailer. The owner appears to look around and notice the pup is missing. Distraught, the owner is seen posting signs around town in hopes of locating him. Unaware to the owner, when he is forced to slam on his brakes, the horse trailer door opens and the pup escapes, off on a run across the countryside to take on new adventures. During these adventures, the puppy is out running after the sun goes down and is confronted by a coyote who is heard growling at the pup… flash to the stables, the owner

In the 2015 Budweiser’s “Lost Puppy” commercial, we immediately see a special bond between a dog, owner, and horse. The commercial starts off with the relationship between the horse and dog, and how they don’t want to be separated. Throughout the making of Budweiser commercials, Budweiser has created a strong connection with puppies. Budweiser has used the puppy to create a story line to create more than one advertisement. The commercial then gets to our emotions when the puppy goes missing after jumping into the back of a

Why is it that we as a society condemn the actions of a man against a man but very rarely a man against an animal? I think this question must be understood if we are ever to change the rights animals have. As of yet I don't believe animals have any actual rights. Rather humans have rights that involve animals. If we are to truly allow animals to have rights the same or similar to humans then we must first define what it is that makes us feel as if they are entitled to rights.

Non-human animals are given rights only because of their interactions with human beings. Without involvement with humans, animals do not deserve rights. It is through this interaction with humans that animals are even given moral consideration. We do not give rights to a rock simply because it is a creation of Mother Nature, similarly non-human animals do not have rights unless it is in regards to humans. As pointed out by Jan Narveson "morality is a sort of agreement among rational, independent, self-interested persons who have something to gain from entering into such an agreement" (192). In order to have the ability to obtain rights one must be consciously able to enter into an agreement, non-human animals are