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How pathos is used in advertising
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How pathos is used in advertising
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In 2010 the ASPCA (The American Society for the Prevention of Cruelty to Animals) came out with a commercial that would shock the advertisement industry. The effectiveness of this commercial is proven, simply by watching the reactions of the commercial’s viewers. For those who have never seen the video it has a very sad and morose tone to it. The commercial begins with showing pictures and videos of suffering animals with the song “Angel” playing in the background. While this is going on the narrator of the commercial (Sarah McLachlen) is softly talking about the suffering and abuse that these unfortunate animals go through. Through many different rhetorical techniques the viewers are many times brought to tears after watching this commercial. When thinking of pieces of Rhetoric that demonstrates the use of pathos, the first thing I think of is this commercial. The sole purpose of this commercial is to emotionally compromise the audience until eventually the viewers will donate money to the cause. This video is so affective at completing this goal because of the way it connects to the viewers, and the way it uses many different methods to attack the viewer’s emotions. Almost everything about the ASPCA’s commercial is specifically made to make us feel and act a certain way. Everything from the time the show is aired, what channel it is aired on, and even the kind of music playing in the background is all targeted to a specific audience. In the case of the ASPCA commercial the audience that is being targeted is fairly wide, anyone who has a soft spot for animals or seems to be sensitive in general would definitely stop and think about donating money to the cause. This commercial also had a version that aired during the holiday sea... ... middle of paper ... ..., as well as the impact that the organization has on animal abuse. For example, “Thousands were rescued last year” and, “but for thousands of others, help came too late”. These are very vague facts and have no source to back them up. This means that the audience has no proof that thousands are being saved and thousands are being killed, they just have to take the word of the ASPCA. Without proper sources when presenting facts the commercial loses some of its credibility. For over seven years this video has been bringing its audience to tears through the use of many different methods. These methods are meant to emotionally compromise the viewers so in the end they will feel sympathetic towards that cause and eventually donate money. The effectiveness of this commercial is proven by the fact that the organization has made millions since the commercial was first aired.
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.
From this point, the ad becomes morally and ethically questionable to the audience. The owner scoops the puppy up in her arms rejoicing because she could now sell the dog by using GoDaddy.com. The tone of the owner after she states the sale of the dog is portrayed as cruel and uncaring as she exclaims “Ship ‘em out!” as the van door slams and the dogs gets driven away. This is what has led to the controversy of the ad. Puppy mills are generally known to be a large-scale breeding operations where the profit of the animals is put before their well-being. (2) The way that GoDaddy.com portrayed the owner of the dog to act unloving to the future of the dog gives the audiences reason to interpret the commercial to be glorifying puppy mills. As most of society would that was reunited with a lost pet left the audience to assume her sense of character was harsh and uncaring towards the dog’s future wellbeing. GoDaddy.com has been in trouble for poor subject matter before. They are known for using ill and lewd humor in their commercials. Prior commercials would use women in little clothes to promote their services of a website. Because of the rhetoric they continue to use, they have created negative ethos for their
Violence is everywhere in the United States of America. Many people in America and around the world have been a victim or know someone who has been a victim of violence. Over 22 million women in the United States have been raped in their lifetime according to the website, Victims of Crime. This number is significant. Advertisements could play a role in making violence more acceptable in our society. PETA, People for the Ethical Treatment of Animals, is known for having shocking advertisements. This pro-vegan and pro-vegetarian nonprofit organization has always been a topic of interest. Many of PETA’s ad campaigns are related to sexuality, violence, discrimination against how people look, and dominance over women. There are many pro-vegetarian and pro-vegan ads that do not degrade women and still are persuasive. Jean Kilbourne writes about violence and the degradation of women in advertisements. Kilbourne explains her point of view in her piece, ‘“Two Ways a Woman Can Get Hurt’: Advertising and Violence.” Considering Kilbourne’s argument, PETA ads are a concern because of the suggested violence while other pro-vegan and vegetarian ads are not.
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
One of my favorite commercials to watch is the Chick-Fil-A commercials. Their commercials are very ironic but at the same time interesting and entertaining. The main purpose of their commercial is to persuade an audience to go and buy their product or maybe convince an audience to come back again and buy more of their product. They are able to influence their audience through the use of rhetorical elements. Rhetorical elements include: the rhetor, discourse, audience, and rhetorical triangle. Their commercials don’t necessarily target one particular audience, they incorporate different ideas into their commercial to target different audiences such as families, and football fans.
PetSmart, Inc. is one the largest pet retailer in the country, and according to their webpage , “PetSmart loves pets, and we believe pets make us better people. Every day with every connection, PetSmart’s passionate associates help bring pet parents closer to their pets so they can live more fulfilled lives” (PetSmart). PetSmart knows their pet loving consumer and builds emotional appeals into their advertising to connect their toy products to the audience needs. One of the first things the advertisements try to do is to gain an emotional tie to the audience because the marketing and creative team want to create emotional ties to help them convince their audience that their product is the best product. The television ‘Bobo’ commercial (PetSmart 2007) built strong emotional ties with the audience, and it is a strong use of rhetoric in television. In this commercial PetSmart built emotional ties with their consumers by showing a happy pet owner and their dog through their skilled use of photography, engaging music, and humor.
...pathos is used as the most persuasive form to support the text of the advertisement.
In everyday life we are bombarded with advertisements, projects, and commercials from companies trying to sell their products. Many of these ads use rhetorical devices to “convey meaning [,] or persuade” their audiences (Purdue OWL) . Projects, such as the Dove Self-Esteem Project uses native advertising in their commercials, which refers to a brand or product being simultaneously and indirectly promoted. In this essay, I will analyze the rhetorical devices, such as ethos, pathos, logos, and kairos, as well as the fallacies corresponding to each device, that the Dove Company uses in their self-esteem project .
This advertisement is an example of a slippery slope fallacy. A slippery slope fallacy is a continuum of events that keeps occurring without being stopped (Halpern, 2014). It is a continuous cycle of McCarthy trying to do a good deed by helping to save the environment, however, she always ends up getting hurt. Nonetheless, it ends with the Kia Niro having “over 40 MPG” which is a “smarter kind of crossover” meaning it is fuel efficiently. In addition, it is also an example of a testimonial fallacy. This fallacy is when a respected movie star endorses a belief or product and makes a conclusion from the information given (Halpern, 2014). For instances, Melissa McCarthy is a well known actress who is endorsing the product by using humor. Also, supporting a cause she believes in, which is saving the environment by driving the Kia
The emotional appeal in this picture is the dog that is chained up looks really sad. I don’t know one person that doesn’t either tear up or get sad when they see the pictures or commercials from the ASPCA. Dogs are most referred to as a man’s best friends and when you see one being treated like this it can really tug on someone’s heart and make them really emotional and want to help. The ASPCA is the biggest foundation in the United States for saving animals who are being neglected or abused by other people. At the bottom it says “Make a Monthly Gift” and this is a credible source because they even have a TV show that shows them saving the animals. “60 cents won’t buy much these days….. but for 60 cents A DAY you can help rescue animals in
PETA’s genre was a commercial that was originally supposed to be launch during the Super Bowl but was “too hot” to be distributed. This was a perfect timing because millions of people (targeted audiences of men and young teenagers) could see the advertisement, which this is karios. PETA uses the power of female sexuality by displaying the beautiful Bingham’s body in order to attract their targeted audiences, which ties in with ethos. But people were outraged because of how sexual the ad was. In response to this reaction, PETA’s College Campaign Coordinator, Ryan Huling stated, “Our ‘naked’ demonstrators and models chose to participate... We believe that people should have the choice to use their own bodies to make social statements, and that there is nothing shameful or ‘wrong’ about being naked…” (Gregory). This quote emphasizes the reason why PETA chose to portray Bingham sexually. Although it was vulgar in the eyes of critiques, one can understand why PETA chose to create this “risky ad” to entice the audience’s attention because sex sells. By utilizing sexuality, pathos is being clearly used. On the other hand, for general females in western society, not only is PETA dehumanizing Bingham as a person, but for women as
True H advertisement “Giving is the best communication” touched its audience with the message it carried. The advertisement contained some contrasted scenes to prove the purpose of giving. It even tried to emphasize the moral of giving by using certain colors and sounds. These effects affected the audience, which made it a compassionate advertisement. However, does this appeal to the emotions, values and beliefs of the audience?
Provocative imagery, shock factors, guilt trips and what they’re infamously known for, sexist shaming; this is PETA’s arsenal of tools to manipulate and mould people to follow their arguably twisted ideology. PETA uses women and presents them as stereotypical and unattainable sexual figures; over the facade of ‘helping’ animals everywhere. PETA displays these advertising campaigns at the expense of women. The exploitation of women stems from the manipulation of their images, PETA uses a touched up, airbrushed, photoshoped version of these women, therefore helping further unhealthy idealistic body stereotypes of a woman that media and society have already ‘gifted’ us. Satire, a commonly known M.O. of PETA is found among many of these adverts,
In today’s culture, advertisements have an enormous impact on people’s day to day life. It teaches individuals what is morally upright, acceptable, and what is the “item to buy”. I believe that this Thai commercial (Best Advertisement ever) displays how humanity should be. The advertisement shows how a man helps a plant grow, a woman get her cart over a curb, gives some food to a stray dog, and gives money to young, homeless girl every day. He continually does this with nothing in return until one day he sees the young girl coming back from school. The man had helped her pay to go to school. Although he has very little material things, he has happiness. It demonstrates what a successful life needs to be in society. This advertisement gets its point across through the audience it’s speaking to, context, purpose, tone, arrangement, scale, text, and colors.