Peta Picture Caption

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 final and the strongest appeal in the advertisement is pathos, the appeal to emotions. Throughout the ad sick children are being shown and getting treated by a doctor or nurse. Showing the family and children laying down on beds who are being diagnosed for cancer. By showing these images the audience feels a sense of loss, fear, pain and grief, even though they do not personally know the children. Also, by not helping these children the audience might feel

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.

In 2010 the ASPCA (The American Society for the Prevention of Cruelty to Animals) came out with a commercial that would shock the advertisement industry. The effectiveness of this commercial is proven, simply by watching the reactions of the commercial’s viewers. For those who have never seen the video it has a very sad and morose tone to it. The commercial begins with showing pictures and videos of suffering animals with the song “Angel” playing in the background. While this is going on the narrator of the commercial (Sarah McLachlen) is softly talking about the suffering and abuse that these unfortunate animals go through. Through many different rhetorical techniques the viewers are many times brought to tears after watching this

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

The final step in an advertisement is the logos, this is when the advertisers are able to show the logical appeal to their company. This means that they know most people will do some research to see how they stand out from others. The ASPCA is a charity that wants prevention of animal cruelty and meaningless accidents to the animals, to do this they have several links that from animal poison control, pet planning, dog and cat care, so pets can be properly cared for. They even advertise for pet insurance, which they feel is a logical idea for pet owners, because they believe if pets have insurance they will have better care, and when they have better care they will not be neglected.

     We live in a fast paced society that is ruled by mass media. Every day we are bombarded by images of, perfect bodies, beautiful hair, flawless skin, and ageless faces that flash at us like a slide show. These ideas and images are embedded in our minds throughout our lives. Advertisements select audience openly and subliminally, and target them with their product. They allude to the fact that in order to be like the people in this advertisement you must use their product. This is not a new approach, nor is it unique to this generation, but never has it been as widely used as it is today. There is an old saying 'a picture is worth a thousand words,' and what better way to tell someone about a product

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 use of rhetoric that is seen is at the start of the commercial. The commercial opens by simply showing the symbol for the Humane Society of the United States, which is the shape of the United States made up of animals. It then shows the animals being rescued by the teams of people that work for the HSUS. Every worker is wearing a shirt with the HSUS logo on it. Opening up with their symbol, and showing the pictures and videos of the recues with workers wearing HSUS attire establishes their good use of ethos. When a person watches this commercial, they see that the Humane Society of the United States is an organization that is built around the belief that animals want, and need to be cared for and loved. It

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

Violence is everywhere in the United States of America. Many people in America and around the world have been a victim or know someone who has been a victim of violence. Over 22 million women in the United States have been raped in their lifetime according to the website, Victims of Crime. This number is significant. Advertisements could play a role in making violence more acceptable in our society. PETA, People for the Ethical Treatment of Animals, is known for having shocking advertisements. This pro-vegan and pro-vegetarian nonprofit organization has always been a topic of interest. Many of PETA’s ad campaigns are related to sexuality, violence, discrimination against how people look, and dominance over women. There are many

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.

Ethos and kairos are two rhetorical appeals that this advertisement uses, referring to the credibility, or how trustworthy the source can be to draw more people to believe it. PETA itself is one of the largest animal rights organizations, having

PETA Asia’s use of repetition in their ad is not subtle. Throughout their video ad, which