Morales 1

Yuridiana Morales Professor Altman English 115 December 10, 2013 ASPCA Specific commercials are used to move us emotionally and physically, especially commercials or ads that are heartbreaking. Advertisements and commercials are made for one reason only which is to send a message to the audience indirectly or directly. Some of the tactics used to convey out a certain message are logos, pathos, and ethos. Pictures, words, music, and etc. play with our emotions and logic thinking by giving us a credible source to believe. One of the commercials that does this is the ASPCA COMMERCIAL in which Sarah Mclachian appears in. The ASPCA is an organization created to help cats, dogs, or any other animals that are being abused. ASPCA stands for American Society for the Prevention of Cruelty to Animals. Sarah McLachlan, a musician who works within this organization, also acts in the ad. She is known to have given some of her earnings to this foundation. The sad music in the background and the injured dogs quickly imply what the theme is. The ASPCA use pathos, logos, and ethos by applying depressing music, vivid imagery, and veterinarians straining to save these animals with the little resources they have in order to influence viewers to give money. The message is intended for people who have pets and families. Pet owners are more vulnerable to this ad. They may have dogs or cats which they love so much. They are more likely to be moved because they cant bear the thought of having pets like theirs going through so much ache. Families are also the anticipated audience. They are more sensitive to situations such as animal cruelty. They are expected to be compassionate and understanding because they are

Morales 2

usually more willing to help. Both pet owners and families are presumed to have money since they have someone or something depending on them. Because they are more vulnerable, they are easier to convince. They are deceived into doing what the company wants them to do. The company deludes one by telling them what the allegedly right thing to do is. The clearest and most obvious tool used to portray that the ad is about animal cruelty is pathos. Throughout the commercial one witnesses dogs with bloody eyes, scratched faces, injured legs, or who have no arms and legs. These images create a backstory of someone kicking, throwing, and abusing these defenseless creatures. This provokes a sad and compassionate response leading many to donate money. These types of commercials paint a picture of how

these animals are really being treated. The video glimpses of the animals in pain makes the
audience have empathy for them. It makes people wonder why innocent creatures like this do to deserve that kind of treatment. The manner the low and soft music plays in the background while the pictures of dogs behind a cage are shown is done to generate an emotional response. Pathos is being used to invoke an emotional response and understanding of the media being shown. For instance, a text in the advertisement appears that reads, 3,000 animals were rescued last year, for hundreds of others help came too late (ASPCA :20). This line was written to make the audience believe that if they dont donate money then they are part of the problem. A reaction of grief, hopelessness, and hurt is aimed from the text. The commercial explains that with the help of our money many more pets will be saved from this cruelty. Small clips of dog rescuers and care takers nurturing and loving them also comes up. This creates an audience response of awes. The theme of animal cruelty is depicted here when these injured dogs are finally being taken care of. It also precedes the audience to feel ease and happiness when the dogs are saved. This comforting feeling steers people to believe that many more can be saved

Morales 3

and taken care of just like the ones in the clip. Humans have a soft spot for animals because many of them have pets at home. Animals are a companion and can be considered part of the family to some individuals. Logos is also used to emphasize that the commercial is about animal cruelty. The lyrics of the music in the background speak, in the arms of the angel/fly away from here/from this dark cold hotel room (McLachlan line 13-18). These lyrics make the audience come to the realization that its about something or someone being trapped in a horrible place. The same images of the dogs missing an arm and being covered in bandages quickly leads the audience to put the puzzle together. The audience will logically assume its about violence towards animals. Logos is not only used to indicate that message, but to also pass on the note that many animals can be protected from being treated so badly. At a young age one is taught what is right and what is wrong. One also gained the natural instinct to react upon certain circumstances by using morality. So, when reading the texts in the video of how many animals are being hurt every hour, one will initially come up with the conclusion that they now have a duty to help these creatures (ASPCA :09). A persons expected reaction would be to help those animals in

whichever way possible. The media gives one solution on how to save these animals. They
imply donating money is the only way. Sarah McLachlan states, Eighteen dollars a month only sixty cents a day (ASPCA 1:16). This makes many think about how easy it is to get a small amount of money to give to a good cause. They also show a number to call and a website to go on (ASPCA). The continuity ways to contact the organization persuades individuals to give money. Ethos is also being used in the advert. Sarah McLachlan, is talking throughout the whole ad on how many dogs are getting mistreated and therefore need us; so, we must donate. Sarah

Morales 4

McLachlan is giving this credibility by holding a dog that was apparently saved from animal torture. She not only saved this pets life by adopting it, but also gave money to help others. The video then shows other dogs and cats being fed and nurtured. The way she hugs and plays with the dog proves that she is not just saying this, but also living by it. A few shots of ASPCA people who seem to be like a police for animals comes up. The police like badges in the video show that the people who are helping these animals arent just anybody. The animal police give an impression of authority. It gives the audience reason to believe them even more. The small clips of these animals being able to walk or see again give credibility to the fact that this organization is doing as they say. It gives the assurance that the money given will be used to heal and aid dogs and cats. Ethos is also being shown through Sarah McLachlan, however, it is not by what she does in the video. Sarah McLachlan is a celebrity, who holds a high status and reputation. Her image is very prestigious and many people adore her. Many animal owners, lovers, or families are more likely to believe someone like this. If the celebrity such in this case, Sarah McLachlan, was working with a company that was lying then her reputation would be trashed. So, it gives more of a reason to trust her. She wouldnt want her career to go downhill. Her words on donating money and stopping animal cruelty is more meaningful because of her status. Overall, advertisements use these rhetorical tools to provoke a certain reaction from the audience. The intended message of animal cruelty is made to create an emotional response. The theme of animal abuse is shown in images of the resulted injuries left on cats and dogs. It also sends the message of donation being the only solution when it is logically explained that coming up with a few cents is not much, but approachable. It is feasible. Many individuals today, dont

Morales 5

realize that most media, texts, and songs are made to propose a message. Its an eye opener to see how much one is surrounded by rhetoric.

Morales 6

Works Cited ASPCA. Advertisement. Animal Planet. 2006. Television. Mclachlan, Sarah. "Angel." Rec. 1997. Surfacing. Sarah Mclachlan. Pierre Merchand, 1998. CD.

Morales 7