We’ve all seen the faces of homeless and neglected animals staring at us during our television shows. The ASPCA’s Sarah McLachlan commercial is an example. It uses these three persuasive appeals. This commercial’s main purpose is to raise awareness and money for animals suffering from cruelty. They can effectively get people to donate by using logos and ethos. Sarah McLachlan (two-time Grammy winner) is well-known for her involvement in this promotion. She is also a Canadian singer and songwriter. Because of her musical talent, she is also well-known for charitable work.
McLachlan can be used to speak for animals that are not abused. Sarah says she spent three hours recording “Angles” at the studio. It raised over 30 million dollars. It’s a strong song that combines serious subject matter with powerful lyrics to reinforce the message. This can be used by the company to influence even more donors. The video is relatable to most people. McLachlan and her dog are seen on McLachlan’s lap at the couch just a few seconds after the start of the video. McLachlan’s relaxed style is similar in many ways to people at home. Appeal based on the speaker’s character, also called ethos, helps them gain trust from the observer. It lends credibility to the ASPCA commercial. Pathos is the best way for the ASPCA to connect with their audience. Sarah McLachlan sings “In the arms, an Angel” as the film continues. The soft, slow rhythm tugs at the heartstrings of the audience. The lyrics are “In the arms Of An Angel Fly Away From Here.” From this dark and cold hotel room, and all the fear you have. The song’s lyrics convey the whole message. It encourages animals to feel safe in the care of ASPCA workers. McLachlan’s reassuring voice helps to spread the message that ASPCA employees are secure and have the desire to save animals around the globe. The song’s soft, slow pace is accompanied by images of depressed and terrified animals. As the photos are shown, the tempo intensifies the seriousness. Shown are abused animals, who look down and are often neglected.
The animals’ helplessness is highlighted by their weak legs, depressed expressions and wide-eyed stares. These images will surely touch you and bring you some compassion if your sense of compassion is strong.
Emotional responses can also be evoked by the powerful words used in the commercial. McLachlan says that McLachlan is stating, “Right Now there’s an animal in need of you, and your calls will say, I’m here’. (00.01.50) McLachlan says that you will be the savior of the animals. This sparks pride and cause for the audience. These words are meant to encourage the audience members to donate and take action. The video uses pathos to make the most of its content, but logic, statistics, reasoning and logic are also used to convince donors to donate. Logos is the appeal to logic and reason. It explains that animals who don’t receive money will suffer as they don’t have enough to save them. The video shows that animals can be saved from abusers for just $18 per year, or 60 cents each day. This will help the audience realize that they have very little to do. The 18 cents per day is a lot more than the monthly amount. Simple logic and statistics convince viewers that even a small donation would make a difference. Statistics are the most common way to create logos.
The commercial says: “Thousands of animals were saved last year, but thousands more needed help.” This first part of the statement shows just how successful this business is at saving these animals. It is clear that the money that’s being donated is being spent for the purpose it was intended. But, the second section just shows that there is still a need for rescue. This statement replaces the old mindset that says “I don’t need a donation, so many animals were saved” by saying “The ASPCA is going to save these animals lives”. It is an effective and trustworthy organization that I will donate my money to.”
The ASPCA’s success is demonstrated by the logos in the commercial.
These appeals all help create the perfect rhetorical environment. This commercial has been a success in that they have raised awareness and received donations. Many animal lovers will relate to the emotions created by the commercials. Logos, Pathos, Ethos all play a role in persuading viewers to donate to these defenseless animals. The website states that aspca. com, around 6. The ASPCA has approximately 6. The ASPCA is a strong force in influencing animal cruelty and has won a lot of support.
