Rhetorical Analysis of Aspca Commercial 

We have all been interrupted during our TV show by the faces of neglected and homeless animals staring back at us. The ASPCA (The American Society For The Prevention Of Cruelty To Animals) commercial headlining Sarah McLachlan is an example of a rhetorical situation that uses the three persuasive appeals. The main motive for this commercial is to raise awareness of animal cruelty and to make known the urgent need to donate money to helpless animals. Through the use of ethos, logos and a vast amount of pathos, they are able to effectively get into the watcher’s head about donating to their cause. Two time Grammy winner, Sarah McLachlan, is a widely known face relating to this promotion. She is also recognized as a canadian singer and songwriter. She is a good face to use for this Ad because not only of her musical talents but she is also known for doing charitable work.

McLachlan is used as a voice for the abused animals that don’t have one. She spent three hours in the studio recording “Angles” and it raised over 30 billion dollars according to Sarah herself. It combines such a powerful song with a serious topic to really emphasize the message. Furthermore, Because of her notability the company can use this as a tool to influence more donators. Additionally, the video is very relatable to the average person. A couple of seconds into the video, they show McLachlan sitting on the couch with her dog on her lap. The casualness of McLachlan is similar to how many people are at their own homes. Using appeal based on the character of the speaker, also known as ethos, they gain more trust with the onlooker. It gives the commercial and the ASPCA credibility.

The ASPCA uses pathos the most to relate to their audience. As the film goes on, Sarah McLachlan’s song, “In the arms of an Angel” can be heard in the background. The slow and soft rhythm pulls on the audiences heartstrings. The lyrics include “in the arms of an Angel fly away from here. From this dark, cold hotel room, and the endlessness that you fear. ” The words of the song really express the overall message, advocating that the animals with find safety within the arms of ASPCA employees. McLachlan’s reassuring voice helps spread the message that the ASPCA is a secure corporation that has the motive to save animals all over the world. Together with the soft and slow speed of the song are the pictures of terrified and depressed animals. The tempo enhances the seriousness of the issue as the pictures are being shown. Abused animals are shown looking down, distressed and neglected.

The weak legs, despairing expressions and wide eyes emphasizes the animals helplessness. If you have any sense of compassion, these pictures will definitely affect you and make you feel some level of sympathy.

Equally, The compelling words used throughout the commercial are also used to bring out emotional responses in the audience. McLachlan states, “ ‘Right now there is an animal who needs you, and your calls says ‘I’m here to help’. (00:01:50)” She says you will be a savior to the animals, which triggers a sense of cause and pride for the audience. These words have an intention to get the audience to make actions and donate to their organization. Even though pathos makes up most of the video, the use of logic, statistics and reasoning also aims to persuade the donor to donate. This commercial uses logos,the appeal to logic or reason, by explaining that if you don’t donate money, then some of these animals will continue to suffer because they won’t have the funds to rescue them. The video justifies that “For just $18 a month, only 60 cents a day, you’ll help rescue animals from their abusers and provide medical care, food, shelter, and love. ” By adding this, the audience will recognize that they can do so little to help. By stating its only 18 cents a day makes it seem a whole lot less than saying how much a month. The viewers are persuaded by simple logic and statistics that the little amount they could donate, would go a far way. The majority of logos used is through statistical analysis.

The commercial states: “Thousands were rescued last year, but for thousands of others, help came too late”. The first half of this statement shows how successful the business is in saving these animals. It proves that the money that is being donated is actually being used for what it’s meant and not being wasted. However, the second part just shows that there are still move animals out there that need to be rescued. This statement is getting rid of the mindset of thinking, “I don’t need to donate, so many animals have already been saved”, and replacing it with, “The ASPCA will put the money towards saving the lives of these animals. It is a trustworthy and effective group that I want to put my money towards”. The logos used in this commercial demonstrate the success of the ASPCA and persuades the audience to make a donation.

All three of these appeals help to create the ideal rhetorical situation and this commercial has become successful in the fact that they have received donations and raised awareness of animal cruelty. The commercials components create emotional feelings that are relatable to many animal lovers. Ethos, Pathos and Logos all play a part in the persuasion of the viewers to make a donation or not to help this defenseless animals. According to www. aspca. com, around 6. 5 million animals set foot in an animal shelter each year nationwide. So far, the ASPCA has been very victorious in winning over their audience and making a change in animal cruelty.

Works Cited

1. American Society for the Prevention of Cruelty to Animals (ASPCA). (n.d.). About Us. Retrieved from https://www.aspca.org/about-us
2. McLachlan, S. (2009, June 24). In the arms of an Angel. [Music video]. Retrieved from https://www.youtube.com/watch?v=i1GmxMTwUgs
3. The American Society for the Prevention of Cruelty to Animals. (n.d.). Our Work. Retrieved from https://www.aspca.org/our-work
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10. The American Society for the Prevention of Cruelty to Animals. (n.d.). Animal Homelessness. Retrieved from https://www.aspca.org/animal-homelessness