In the Arms of ASPCA When someone hears the song “In the Arms of an Angel” by Sarah MacLauchlan, the first thing that comes to mind is the ASPCA (American Society for the Prevention of Animal Cruelty) commercial. The commercial is produced by ASPCA, a non-profit organization, in attempt to receive monthly donations in order to save and prevent innocent animals from being abused and neglected. With the help of this commercial, the producers try to reach out to those generous enough to donate money to their cause, helping with medical treatment and food that is essential for the well-being of these animals to make them better. The ad uses real footage of unkempt animals in these shelters and on the streets with a distraught look upon their …show more content…
The emotion in this commercial is intended to make the audience feel sympathetic and compassionate towards the animals. When it comes to these sad, pathetic animals displayed on the commercial, humans feel so strongly towards them because a huge population of the people own animals themselves. When people see the images of hurt pets in this commercial, they could picture their own pets as the ones that are malnourished or beaten. This makes the effect of pathos so much stronger here. The animals shown scared with wide eyes, frail legs and overall shabbiness, emphasize the animals’ helplessness and more importantly, aims to bring out the emotion of the audience. The slideshows of the animals are shown slowly to really catch the upsetting look upon the animals’ faces. The main focus of the video is that there are abused, neglected and lonely animals out there that can be rescued, fed, and sheltered if the viewers could just contribute a monthly gift of $18 a month. The clips of the animals in agony like the broken dogs in bandages, and cat shown with a missing eye, serves to visually affect the audience, while Sarah, who is a musician known for her emotional music, and for being a true supporter of animal welfare, is used to feature her song "Angel" in the background, and make a guest appearance. Sarah 's song is used in the commercial to
The appeal logos, is probably the rhetorical strategy that lacks the most in this commercial. There are only a couple instances in the commercial that I believe Budweiser was trying to use logos to persuade the audience. Throughout the advertisement the producers of the commercial try to create an image of friendship between the horse, dog, and the man (the owner). They also portray the qualities of trustworthiness and pride through the golden retriever. By portraying these qualities through the dog, they furthermore reflect those qualities in the company, Budweiser. Since they used a dog as their spokesperson, they had to get the audience to appeal to the puppy in order to understand the message presented by the company. When the commercial
Imagine seeing the crucifiction of Christ. Seeing that happen would change everyone’s view of the world. Christ’s crucifiction affected many people, including His mother, Mary. Juan de Juanes, the artist, painted this scene realistically. This painting was made with oil paints on panel with long flowing strokes, which seemed to make it come to life. Juan de Juanes depicts many aspects in this painting such as historical significance, colors, and subject matter.
This commercial tells us a remarkable story of love/bond between Labrador retriever puppy and a Clydesdale horse. First there were the majestic beautiful horses on a horse ranch, and then there was this adorable playful Labrador retriever puppy on a puppy adoption center, who daily escaped and made his way to the horse ranch to play and be friends with his favorite famous Budweiser Clydesdale horse. The horse trainer/caretaker religious picks up the puppy and hands him or
Some of the inspirational clips this commercial exhibits are a double leg amputee boy walking through the aid of mechanical legs, a blind man painting, a man who is overseas in the military watching his baby be born through video chat, a little girl seeing her father who is away, a deaf woman hearing for the first time, and a man who is living with ALS speaking through the use of eye-tracking software. This appeals to human emotion by showing clips that cause the viewer to feel happy for the people in the commercial and to feel inspired by watching all of these people who felt hopeless being able to do or see the things they love most. Watching an adorable little boy that had his legs amputated walk or seeing a deaf woman hear someone talk to her as tears of happiness stream down her face makes a person have those same feelings of joy. Many Americans can also relate to having a family member that is at war overseas. Seeing a little girl yell out in excitement when she is able to see her father on the screen in front of her lets viewers relate to having those same feelings of excitement when they are able to video chat with a loved one who may be overseas.
Though this commercial brings you on a journey of fear for the puppy, it ultimately does have a happy ending leaving the audience in relieve. In the beginning of the commercial, you see the puppy submerging his head from the hay. By introducing the puppy for the first time like this, the audience already would want to know what is going to happen to this little guy. Pathos plays a big role in this. At this point, the puppy goes on a journey away from home.
Because the advertisement was aired five months after the September 11 incident, there were intense emotions among the American citizens. Budweiser was aware of this and created a commercial with strong emotional appeals. With pathos loaded, the advertisement seems to appeal to the viewer’s emotional senses. In the beginning, a character in the form of a man is fascinated by the horses. The image of the horses is reflected in the glasses of the windows. Business takes place in this area, but he takes a break from all the activities to watch the passing horses because of the awe factor that the Clydesdales stimulates. Thus, as an audience, I will resonate with the man by showing the same reaction. The behaviors of the man are expected to the audience how they should react as well. They are expected to stop every activity they were performing and understand the powerful message conveyed by the majestic creatures.
Dealing with death and the emotions that come along with it is common to humans. This is especially true when it involves a parent or grandparent. In the commercial, the woman is having to deal with her ill father who is bedridden. This is an event most will have to go through once in their lives and letting go can be difficult. However, there is one thing that can help soothe the process of death and that is the existence of deep love for the person. Despite the commercial presenting this sensitive topic, the advertisement effectively reminds the audience the importance of everlasting love because of the use of pathos and ethos.
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
Pathos is the main rhetorical device used throughout this commercial. Pathos is a quality that evokes emotions. It all begins with the puppy coming out from under the hay and the audience falling in love. Pathos is then used to tug on emotions when the puppy gets lost in the back of the truck. We soon see the emotion of the owner, but also the horse. Then we see the puppy all alone in the rain trying to take shelter. Towards the end, the puppy tries to find a home, but gets himself in trouble with the wolf. We then see the ending, we want, we see the puppy is saved and returns home to end the commercial with the owner enjoying a Budweiser. Throughout this commercial pathos creates a sense of happiness, pride, worry, and then happiness all over
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.
In the world today, media is one of the major ways that companies and businesses sell or inform the society about their products. Television specifically uses commercials to get the attention of their audience by using language, sound, visuals, and persuasive strategies. The commercial, “A Boy and His Dog Duck,” was created by the company IAMS. This commercial is meant to persuade their target audience into buying IAMS food for not only one stage of their animal’s life, but for all stages of its life. The commercial that IAMS created, is quite effective for middle-class new mothers wanting their children to have a long-term companion.
For this essay I will be using the commercial made by Budweiser for the 2015 Super Bowl, “Lost Dog.” This advertisement is about a tiny lost puppy getting far away from home and most importantly, the friendship between this puppy and some Clydesdale horses. In the beginning of this commercial, the puppy is shown hiding under some hay, and then he proceeds to jump into a random trailer which initially gets him lost far from home. There is no dialogue in this commercial aside from the music in the background, but the advertisement shows the distress of the owner through facial expressions and scenes where he puts
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
In February 2015, Budweiser released a commercial named “Lost Dog.” Unlike many other commercials, “Lost Dog” tells a story of an incredible friendship between two different animals. This friendship successfully catches the audience’s attention and captures their hearts. The commercial effectively persuades the audience to purchase their beer through the use of pathos, logos, and ethos. Although Budweiser uses the fallacy of non-sequitur, the commercial still works in their favor to prove their point. Through the use of different rhetorical strategies, Budweiser’s commercial was able to triumphantly make their audience feel several emotions in just one minute.
By asking the viewer to imagine themselves in a certain situation the creators of this ad are asking viewers to empathize with others. The clever use of pathos in this ad, is what will make viewers feel compassion and