To start off, the first rhetorical appeal embraced in the commercial is ethos. Sarah McLachlan is a famous Canadian singer that is featured in the ASPCA commercial. Her song, “Angel”, is played at the start of the commercial and makes the viewer feel sorrow for the animal that’s been through abuse. More credibility is established
Donovan Bell-DaCunha Professor Sharon Burns ENC 1101-20497 6 February 2018 Analysis of Budweiser Commercial “Puppy Love” Everyone one loves a story about cute puppies and friendship. In Budweiser's 2014 Super Bowl commercial “Puppy Love” it tells one. The purpose of this commercial like any is to convince the audience of the message its promoting. In the advertisement it uses the three tools of ethical persuasion: logos, ethos, and pathos.
ASPCA Animal Cruelty Commercial “Every day in America thousands of animals suffer from cruelty and neglect.” These are the first words that pop on the television when an American Society for the Prevention of Cruelty to Animals commercial turns on. This commercial was first aired on television in 2007 in America and was created by the company ASPCA. At the root of this artifact its sole purpose is depicted to get the audience (the TV viewers), to support the cause of saving animals lives from being beaten and abused through donations. The desired audience I believe is more specifically animal lovers, and/or pet owners.
Advertisement has been a way to sell products for a long time, but it may not always come off as the best way to promote a product. Companies will do some of the most outrageous things to their advertisements just to make their product shine. In the documentary Killing Us Softly 4, Jean Kilbourne, she talks more about advertising and the negative impact it has on society and the negative messages it sends people. In the documentary, Kilbourne shows how advertising distorts the image of a women. They highlight horrible situations to make their advertisement pop.
In her work “What’s Wrong with Animal Rights,” Vicki Hearne challenges common beliefs of animal rights, arguing that animal rights groups do very little to actually benefit animals. She argues that natural selection should be allowed to take place for wild animals, and animals such as cats and dogs should not be seen as property. To persuade the audience to support her position, she uses ethos, pathos, and logos. Her credibility as a trainer makes the logic behind her views reliable, her logic reinforces the examples she uses, and she appeals to emotion using her relationship with her Airedale, Drummer, to support everything her argument is saying. Through these strategies, Vicki Hearne effectively counters the current, popular views of the
Although Jeremy Rifkin, Bob stevens, and Lois Frazier have all written about their view on animals and how they are treated globally, but when bringing in animal rights groups like ASPCA and PETA, different bias and tactics are newly introduced. Of all the articles, Jeremy Rifkin uses the most credible sources such as lab studies and examples. In the article “A Change of Heart about Animals” Rifkin uses sources such as Purdue University and the European union when talking about situations. One situation he writes about is how pigs need social activity so the pigs are not “lacking mental and physical stimuli [which] hand result in deterioration of health”.
Longaker and Walker identify how dehumanization effects emotion by discussing, “The Nazi pogrom, Jews were often made to do disgusting things—scrub toilets, relieve themselves publicly—to make them seem less than human and more deserving of cruel treatment and even mass extermination” (212). Similarly, advertisements can dehumanize individuals, like women, by portraying them in grotesque situations or environments. As a result, a society lessens respect for these individuals and creates a mentality that fosters abuse. Kilbourne tries to illuminate this issue by presenting various advertisements that are suggestive of women, and elaborates on the effects these advertisements have on society. For instance, alcohol companies tend to target women with advertisements like, “A chilling newspaper ad for a bar in Georgetown features a close-up of a cocktail and the headline, ‘If your date won’t listen to reason, try a Velvet Hammer’”
PETA is an acronym for the non profit organization of people for the ethical treatment of animals. The are dedicated to the protecting the rights of animals. The narrative is told by a small girl saying a blessing at a Thanksgiving table. The story is laden with propaganda and oppositional text . The message the girl is conveying in her blessing is the turkey suffers while being raised to be slaughtered.
Notions such as “sex sells” are not necessary true, for the observers recognize the damaging images in which women are portrayed. Advertisements that depict possessive and violent men toward women are should not be selling. For example, “no”does not mean “convince me”, when taken otherwise may lead to sexual abuse. Despite that both genders can be objectified, it is women who are more at risk due to the already established idea that women are more vulnerable.
Childrens Healthcare of Atlanta is one of the largest pediatric systems in the country, they have created a campaign, Strong4Life, which targets an ongoing epidemic in the U.S., childhood obesity. Using ethos, logos, and pathos, through a gloomy image of an obese young girl, Strong4Life is looking to rhetorically increase awareness amongst the public, parents, and also children facing this issue. The effectiveness of this ad is debatable, because the lack of ethos and logos visually is not there. Although, the Strong4Life ad lacks any visual context of ethos and logos, They do briefly provide credibility in fine print stating that the ad was “Brought to you by Children’s of Atlanta”.
This validates the credibility of the organization, leading the viewers to believe that the organization is trust worthy enough to donate their money. If the commercial had not used real life situations, and used animation or staged depictions instead, the message would not be nearly as effective. Throughout the commercial facts are displayed for the viewers. It states that ‘Every hour and animal is violently abused’, ‘3,000 were rescued last year’, and ‘For hundreds of others, help came too late’. Using facts appeals to logos, and at the same time these facts enforce the purpose of the
Our everyday lives consist of advertisements, there is literally no escape, and for me advertisements that play heavy with emotions catch my attention more often than any other. The advertisement I choose for this analysis project is the BCSPCA (British Columbia Society for the prevention of curtly to animals) commercial featuring Sarah McLachlan and her atrociously sad song “Angel”. Now, a bit of background information on BCSPCA and McLachlan, BCSPCA is a non for profit organization for the advocacy of animal welfare, there are locations all over the United States (ASPCA) and Canada, like franchises if you will. These guys love animals and so it would be fitting that their motto is “we are their voice”, being that animals can’t speak and all.
In addition, the ad strives to bring awareness and educate the public about the all too real and horrifying facts of animal cruelty. One of the elements used to support the message is the powerful image of the neglected dog. Light is used to create contrast, and it serves to bring to the forefront the focal point. The viewer’s eye is immediately drawn to the timid and emaciated dog chained to the barrel, stating its claim as the ad’s focal point. In addition, the obscure dark area serves to set a somber mood reinforcing the message of the dog’s helplessness and desperation.
Throughout WWII, the US, Germany, the Soviet Union, and Japan were in an arms race for an advantage in the war through an atomic bomb. The US had developed the atomic bomb first throughout the Manhattan Project. The Manhattan Project was a secret project that FDR started after Einstein sent him a letter warning the US that Germany was developing a nuclear weapon in 1939. On July 16, 1945, the atomic bomb developed throughout the Manhattan project was successful in the test run at Alamogordo, NM. At this time, the Germans had already surrendered to the Allies, and the war with the Japanese was extremely deadly on both sides.
Can advertisements really cause violence in people’s lives? Jean Kilbourne’s “Two ways a Woman Can Get Hurt: Advertising and Violence” talks about how advertising and violence against women can cause women to be seen as objects. The author discusses how pornography has developed and is now part of social media, which glorifies its violence that permeates society encourages men to act towards women without respect. Kilbourne uses logical and emotional appeals as well as ethical arguments to effectively convince readers to ignore specific advertising techniques. Jean Kilbourne author has spent most of her professional life teaching and lecturing about the world of advertising.
