ASPCA Advertisement

ASPCA Advertisement The creators of advertisements often have the same goals in mind as a persuasive writer. Both of these people want their audience to believe something to be true or persuade them to do something. Ethos is used to establish credibility, Logos to provide reason, and Pathos to build an emotional connection. The American Society for the Prevention of Cruelty to Animals (ASPCA) created an advertisement with the intention of persuading viewers to donate to the organization by using Ethos, Logos, and Pathos.
First of All, The American Society for the Prevention of Cruelty to Animals is a privately funded non-for-profit organization. The ASPCA’s mission is “to provide effective means for the prevention of cruelty to
To illustrate, in the ASPCA advertisement they begin at the very top of this advertisement in white print is a fact that states “EVERY 60 SECONDS an animal is abused.” The words “EVERY 60 SECONDS” is in bold print and all capital letters. It is surrounded by a yellowish-orange coloring and that is cut off it turns into dirt. To the left sitting in the dirt is a very sad looking pit-bull puppy. He is tan and white wearing a green over-sized collar held down by a silver chain. Attaching the collar to the chain are two large circular weights. The pup appears to be filthy. To the right of the puppy is white lettering “Don’t let criminals harm more innocent victims” and beneath that is “60 cents a day can save lives.” The words “60 cents a day” is in bold print. The puppy’s shadow surrounds this print. At the very bottom to the left is the ASPCA logo and to the right, surrounded by the same yellowish orange is “Make a Monthly Gift” in white bold print. There is surely a reason for every single part of this
The advertisement chooses their words very carefully, they state “For 60 cents a day you can save lives.” First they put it in cents because most anybody disregards change in there day to day lives, it gets throw to the side or they tell the gas station attendant to “keep the change.” Sixty cents doesn’t seem like very much in comparison to a donation of two-hundred and sixteen dollars which is exactly how much it adds up to over a year. However the ASPCA wouldn’t just come right out and ask for that large of a donation because most American’s would cringe at that number, yet sixty cents a day seems perfectly reasonable especially if it is “to save lives.” This is putting these lives in the viewer’s hands and just sixty cents a day can make them feel like they are making a difference. Also, at the very bottom in the right hand corner, they ask you to “make a monthly gift.” The word “gift” is meant to turn this donation to the organization to a gift to the sad puppy on the ad. Giving a gift to an abused or neglected animal may seem a lot more reasonable than donating to a huge organization with enough money already being able to produce advertisements everywhere asking for more