This short yet powerful commercial video is released by ASPCA in 2007 to raise the awareness of animal abuse in the US. The commercial starts with a series of small clips of wounded and dirty animals in cages and boxes, some with visible scars in their eyes. While these clips are played, Sara McLachlan’s song “Arms of an Angel” is playing solemnly in the background. The commercial is aimed to persuade its audience to join and make donations to ASPCA for saving animals that are abandoned and abused by humans.
The purpose of this paper is to discuss the methods of persuasion that are used in this commercial, and how the use of ethos, pathos, and logos has made the commercial from ASPCA persuasive and successful.
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.
This commercial has established more credibility by using a famous singer, Sarah McLachlan, as the spokesperson. Besides music, McLachlan is an activist for