A Rhetorical Analysis Of The Aspca Commercial

Rhetorical Analysis of the ASPCA Commercial With the continuous exposure of marketing media, it is safe to say that it may affect our individualism and society as a whole. This is an approach to advertising 's effects on the society. In the commercial advertised by the American Society for the Prevention of Cruelty to Animals (ASPCA), many techniques are used to convince and influence people to be active and helpful in the campaign against animal abuse and animal cruelty. Whether its logos, pathos, ethos, or a combination. This two minute advertisement chose to use their logo, images of animals, and sounds to evoke the right emotions and reactions of its audience. Ethos are used to establish the audience as well. Ethos is defined as “to convince an audience of the author’s credibility or character” (“Grammar”). In the commercial, the star Sarah McLachlan is shown holding a dog while one of her well known songs, “Angel” is playing softly. McLachlan discusses facts and statistics about animal abuse and the need for adoption and/or donations. The music is soft, yet the words speak loudly grabbing the audience’s attention.
Throughout the commercial the ASPCA logo is placed on the screen in bright orange. Research shows that “orange is the combination of the top two attention-getting colors… It is generally an underused color, yet if used in an advertisement and other competitors in the area doesn’t use the color in their advertisements, the advertisement that did use the color orange could experience higher readability… orange is a motivating color” (“Best”). The creator wanted the logo to grab the audience’s attention throughout the