Rhetorical Analysis Of The ASPCA Commercial By Sarah Mclachlan

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

Sarah McLachlan has approximately 30 million views on youtube alone of the music video “In the Arms of an Angel.” Many know this as a commercial. Overall, it supports animal rights and asks for donations for the animal rights program that was started. In support of these unspoken loves, Sarah McLachlan did a special contribution of a music video to help aid animal rescue and treatment. As an animal rights activist, she spends her time trying to gain rights for those without a voice. Although she is backed by producers, sponsors and managers, she holds this close to heart and the impact that her work spreads. In addition, the gain from this outreach is to the helpless animals in homes that are unable to help themselves.

St. Jude Children 's Research Hospital is asking for help from parents to support the hospital’s funding. This hospital was established in February 4, 1962 and their purpose “is to advance cures, and means of prevention, for pediatric catastrophic diseases through research and treatment” (StJude.org). The survival rate has arised and children are able to stay at no cost due to donation. They have raised survival of childhood of cancer from 20% to 80%. The St. Jude Children’s Research hospital advertisement is highly effective because it uses three different rhetorics. Firstly, it uses ethos to appeal to the credibility of the hospital by

Super Bowl 50 brought in 115 million viewers to watch the game, which makes for a great opportunity for businesses to promote their product or service. With there being so many commercials airing during the super bowl each business must make their commercial stand out the most. “Wiener Stampede” is very ingenious as it persuades people that like dogs to use there condiments.

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

This paper will examine a particular Apple ad that appeared on television in 1984. The Macintosh was and still is very popular computer that provides a simplistic feel of creativeness and freedom. Freedom is a key concept because the ad expresses the need to have a sense of freedom to do what we want with no restrictions. Apple is well-known all over the world for the sex appeal to its products, like the iPhone, iPad, and the Macintosh series. These products present a color of either silver, slate, or gold that is very appealing to our eyes. And with such unique colors, Apple manages to make the colors of their products to fit in with its surroundings. Although Apple still has to compete against

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.

The ad uses pathos, a rhetoric strategy to target the emotions of its viewers, by using a smoking toddler as the focus of it. Seeing a young child smoking a cigar will draw the attention of viewers of any age, gender, or race. The image will cause its audience to investigate the purpose of the ad. It makes people feel sorrow for the young, innocent child that doesn’t know what he is doing, and to feel disgust for his parents for their irresponsibility. Like most of their ads, PETA caused a lot of controversy with this image. Not only did people feel sad for the child but they were outraged at the ridiculous image. Now that PETA has their attention, they will investigate the purpose of the image. Its purpose could be of many things including: secondhand smoke, insufficient parenting, or cancer. When looking closer, they realize that the ad is meant to stop them and their children from eating animals by claiming that it results in the same physical diseases as smoking does. What they don’t realize is that using such outrageous content is how PETA gets their message across; The more controversial, the more people will talk about it and the more light that gets shed on the purpose of their organization.

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.

Over the last few decades, American culture has been forever changed by the huge amount of advertisement the people are subjected to. Advertising has become such an integral part of society, many people will choose whether or not they want to buy a product based only on their familiarity with it rather than the product’s price or effectiveness. Do to that fact, companies must provide the very best and most convincing advertisements as possible. Those companies have, in fact, done

Abuse towards animals is recognized by many in the commercials shown on television, including the Sarah McLaughlin song and the pictures of animals starved and