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Rhetorical discourse political advertisements
Ways rhetoric is used today
Rhetorical discourse political advertisements
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The fabricators of the ASPCA commercial are extremely manipulative in order to receive a donation. They use captions that are doleful and afflicting. “Every single hour in BC, an animal is violently abused” (Sarah McLachlan Animal Cruelty Video) is one example of a caption. This caption uses pathos perfectly in the way that makes the viewers donate to decrease the chance of another animal being abused. Another example is: “For hundreds of others, help came too late” (Sarah McLachlan Animal Cruelty Video). Simply implying “help came too late” grants viewers to feel bad for the animals that have passed, therefore allowing the observer to donate so another animal doesn’t have to die. Also, the awful images of the battered animals allow spectators
What a good way to urge viewers to donate money than by showing in the commercial pictures of sorry looking animals? The type of objects they use are cages, crates, and the animals. It targets any animal or anybody in reality because they can see that these animals are in need of help, also that these animals have been abused. This commercial has demographic is an extremely important factor in commercial productions, the fact that so many different people are susceptible to the pathos of the commercial to the point of tears. This commercial had a use of music and it also plays an important role in the use of pathos. The song “In the arms of an Angel” by Sarah MacLauchlan has a part that makes me sad every time I seen the commercial “There always some reason, to feel not good enough” (Sarah McLachlan SPCA, n.d.) and this is sad because these animals don’t feel good enough and you can tell by their
In their advertisements, the St. Jude Children’s Hopsital Research Foundation packs their thirty second commercials with as many rhetorical appeals as possible. The purpose of these celebrity-endorsed commercials is to encourage viewers to donate to the foundation, and the producers have creatively inserted various rhetorical appeals in hopes to sway viewers to open their wallets. By using an immense amount of rhetorical appeal; including ethos, pathos, logos, and kairos, the St. Jude Children’s Hospital Research Foundation has successfully created an informative and heartfelt commercial that has inspired many to donate to medical research for children.
In an article describing the entire series of ASPCA ads that Sarah McLachlan appears in, the author states “that simple pitch has raised roughly $30 million for the organization since the advertisements started running in early 2007, making it the A.S.P.C.A.’s most successful fund-raising effort” (Strom). This article goes on to explain that many viewers are compelled to donate because they feel empowered whereas the animals being shown are helpless; the ads make the viewers feel like they can make a huge difference and this is a major advertising strategy. After further researching the success of this advertisement, it became clear that this method was not only used by the ASPCA but also in many other commercials that are aiming for donations from the viewers. It is found that people “are particularly sympathetic and likely to donate when they see sad expressions versus happy or neutral expressions” (Small & Verrochi). Based on this research, it is intentional that victims are pictured on charity appeals, such as this one, to elicit the responses that are believed to engender prosocial behavior. With that said, it is not a surprise that these ads were successful in bringing in donations for the
The Letter from Birmingham Jail was written by Dr. Martin Luther King Jr. in April of 1963. Dr. Martin Luther King Jr. was one of several civil rights activists who were arrested in Birmingham Alabama, after protesting against racial injustices in Alabama. Dr. King wrote this letter in response to a statement titled A Call for Unity, which was published on Good Friday by eight of his fellow clergymen from Alabama. Dr. King uses his letter to eloquently refute the article. In the letter dr. king uses many vivid logos, ethos, and pathos to get his point across. Dr. King writes things in his letter that if any other person even dared to write the people would consider them crazy.
We see ads everywhere though-out our day even if we know it or not. Ads that make an attempt to persuade us one way or another. It could be to persuade someone into buying a product or even helping children that are in need. Either way, all these ads use certain persuasive methods, which include ethos, pathos or, logos, to get peoples attention. I saw an ad created by the National Association for Gun Rights. Obviously this ad is trying to let people that we have a right to have own guns. The ad shows a woman pointing a gun with the words “Mama didn’t raise a victim”. I’ve decided that the author was targeting woman that can presumably be victims of assault/abuse at any time. Given this information, the author is using pathos to let us know of the dangers that can be encountered at any given time as well as ethos because of the organization promoting the ad and even a bit of logos.
Pollan’s article provides a solid base to the conversation, defining what to do in order to eat healthy. Holding this concept of eating healthy, Joe Pinsker in “Why So Many Rich Kids Come to Enjoy the Taste of Healthier Foods” enters into the conversation and questions the connection of difference in families’ income and how healthy children eat (129-132). He argues that how much families earn largely affect how healthy children eat — income is one of the most important factors preventing people from eating healthy (129-132). In his article, Pinsker utilizes a study done by Caitlin Daniel to illustrate that level of income does affect children’s diet (130). In Daniel’s research, among 75 Boston-area parents, those rich families value children’s healthy diet more than food wasted when children refused to accept those healthier but
The campaign for dignity and dying used emotion to influence their audience. Started by the phrases in the advertisement, it makes the viewers associate themselves by thinking how it would feel to be in that situation. It tries to force the audience to think of a loved one or them self in a possibility of living in pain and suffering. The picture has a great convincing effect. The patient in the advertisement is completely conscious, therefore able to make his own decisions. Also the fact he is in a hospital bed and hooked up to some medication could be a sign for the viewers to believe he is miserable. The viewer will now feel sympathy for the patient and what he might be going through. This was the strongest strategy used by the campaign, without using emotion in this particular sensitive advertisement it would have been harder on the organization to try and build an argument or to even persuade the public. If you put two together, the text and visual of the advertisement, they complement each other. The visual gives the public an example of the text. This helps gain better knowledge of the topic. If the public was not familiar with Euthanasia, the picture gives them a better understanding of what it means. Without the visual in this advertisement it would still have some relation but not as much. The visual portion helps the overall persuasion and builds a better
When watching TV, sad shows and commercials aren't most people's cup of tea, yet many animal organizations use this rhetorical element for advertising. Two of the most famous organizations that use this strategy are the ASPCA and PETA.The most popular ASPCA commercial is one that is normally accompanied by sad video clips and music which, immediately makes most individual's eyes sweat. This is because no one in their right mind likes to see an animal being abused or neglected. On the other had PETA's use of the sad videos goes too far. It allows millions of people fall into the trap of thinking that the way that animals are being treated in these commercials is representative of how animals are being generally treated across the country. Mainstream media has allowed animal activist organizations to influence the opinions of individuals all over the
In the beginning, starting off with “every single hour in BC, an animal is violently abused,” grabs attention of viewers because that is a very large amount of animals to be involved in abused or neglect. The use of the statistic that 3,000 animals were rescued last year in the British Columbia puts it into a much bigger picture of how many animals are actually being treated like this. The commercial puts the cost in an easy to understand way, saying that it was eighteen dollars a month or sixty cents a day, making it seem like a smaller amount than it really is, to appeal to more viewers.
Author Nicholas Kristof makes a very sound argument using pathos. He goes about it by bringing up the idea that the impoverished children of America have been forgotten. If you want to get an emotional response out of your audience talking about children is a sure way to go. People will always react emotionally when children are involved, especially if it is something on the scale of lack of education and necessary resources to live. Also, Kristof quotes Mark Shriver, who runs the domestic programs of Save the Children: “We talk more about poverty in Africa than we do about poverty in America.” Thought most people are strongly supportive of our efforts to reduce poverty in Africa, Shriver’s quote beings to light that we are not even taking
The Martin Agency’s Geico auto insurance commercial, compares the question “Could switching to Geico save you 15% or more on your car insurance?” to the question “Do dogs chase cats?”. They provide a visual to the answer yes by showing a car chase scene where the drivers are a dog and cat. Method Studio’s ISIS mobile wallet commercial compels the audience to purchase their product by showing a disastrous grocery store dog chase cat scene caused by someone fumbling in their wallet for paper coupons. Both of these examples stem from the stereotyped negative relationship between dogs and cats which their audiences can relate to.
Abuse towards animals is recognized by many in the commercials shown on television, including the Sarah McLaughlin song and the pictures of animals starved and beaten. The commercials are shown quite regularly and give viewers a small look into the world of animal cruelty. What the commercials do not show, however, are the countless cases of people getting away with violence, as well as the hundreds of thousands of animals who did not live to make the commercials. Television, radio, and internet ads often depict and portray the lives of animals living in shelters, and ask the public to donate money each month for the cause. Without a doubt, this is the extent of what many people can say their experience with animal cruelty consists of: pictures and short video clips of half-dead dogs and cats left to die in over-crowded housing.
There are advertisements (ads) that are being made all the time. There are many different types like commercial, print, and video ads. They are made for many reasons that cover different areas and they depend on the target audience such as ads for food, electronics, hygiene, businesses, and awareness for problems. Ads are based off of the perspective of the audience, which is why they make different ads depending on what group of people they are trying to reach. There are two ads that raise awareness and try to get funds for environmental problems. The first ad portrays a school of fish that swims in formation and spells out SOS, which is morse code for help, but the SOS could also mean save our seafood. This ad is either trying
Doesn’t it kill you to see a movie and see an animal get killed or just hurt in it? Good thing that’s all special effects. Back in the day, around 1966, movies didn’t always use special effects. Khartoum, a movie based on a holy war in the Sudan desert, directed by Basil Dearden and Eliot Elisofon, used horses a great deal, but did not use the special effects in order to not hurt the animals. Many horses died in the making of this movie, as well as others, even including a major hit, Ben-Hur. Today, there are many activist groups that fight for and about the unfair treatment and protection for animals in everyday life. The People for Ethical Treatment of Animals (PETA) is one of these groups. PETA was founded in 1980, and since then has been working on getting the point across to the public that animals “are not ours to eat, wear, experiment on, or use for entertainment.” (PETA: Official Page). PETA also focuses on educating policymakers and the public about the abuse of animals and making it known that animals deserve the right to be treated with respect.
... week (Maria Curie-Skłodowska University, 2013). Despite the shocking content of the message of the campaign had increased consumer awareness of market practices and social awareness on animal abuse. Thus, we can see how big the impact of web media to the society in creating and building the social awareness on animal abuse.