Media possesses the unique potential to manipulate society’s view of events and products in today’s culture. Images, color, font, background and other alluring advertising techniques are all employed to entice consumers. Different sources of media aspire to shape the identity of the consumer regarding the concepts they are advertising. Seeking to influence society’s identity and perception of the treatment of animals, in their advertisement “How Can You Speak Up for Animals,” People for the Ethical Treatment of Animals (PETA) demonstrates the argument that consumers should not purchase clothing that is produced through the killing of innocent animals by successfully appealing to the audience’s emotions, utilizing logic to validate their claim, …show more content…
Pathos is a rhetorical element employed to construct an emotional connection between the consumer and the product or notion they are promoting. In their advertisement, PETA utilizes pathos because the topic they are advocating evokes emotion from the majority of people. Across the ad, in large, bold white text it reads, “If you wouldn’t wear your dog. . .please don’t wear any fur” (People for the Ethical Treatment of Animals). A large percentage of the American population own a pet of some form, with dogs being the most common. PETA acknowledges the fact that in today’s society, the majority of people would be appalled if there were clothing items on the market made of dog’s fur or skin. Their statement challenges the reader to consider the inconsolable feeling one would experience if their pet was used to create clothing. As the text stimulates emotion from the audience, the background of the ad also further harnesses pathos. The image behind the text is a man lying against a pug. Both the man and the dog portray a look of distress and concern. PETA intentionally captured the image in this manner to produce an emotional response from viewers. Not only does PETA use the message behind the text and images to intrigue the viewer, the colors used are also intended to appeal to the audience’s senses. In “Color Me Profitable,” …show more content…
Logos utilizes rationale to convince the audience of the advertiser’s argument. The text across the ad implements logos by stating, “If you wouldn’t wear your dog, please don’t wear any fur” (People for the Ethical Treatment of Animals). The statement compels the audience to contemplate how it is justified to place a higher value in dogs or household pets than non domesticated animals. It causes the viewer to consider why the inhumane treatment of sheep, cows, foxes, rabbits, and other animals to produce clothing is deemed acceptable. But in contrast, if dogs or any other domesticated animal were used for the same purpose, people would be outraged. The use of logos in the ad indicates how all animals should be valued the same and no animal, whether dog or cow, should be slaughtered to manufacture apparel. PETA effectively incorporates logos in the ad to alter how society views the process of animals being tortured and killed for the production of clothing. The organization seeks to change how people identify with the unethical treatment of animals by using logic to correlate the value of household pets to the value of the animals killed by the clothing industry. As PETA uses logos to convince the viewers of their argument, they also incorporate ethos to ensure
"The Case For Animal Rights" written by Tom Regan, promotes the equal treatment of humans and non-humans. I agree with Regan's view, as he suggests that humans and animals alike, share the experience of life, and thus share equal, inherent value.
This advertisement features Pathos, because the little boy in the advertisement will probably make people feel guilty, because they spend a lot of money on unnecessary things and waste it, but this child says “Don’t I deserve a happy life?”, and this will probably make people from our society want to spend money to support this cause. This advertisement also features patriotism, because it suggests that purchasing this product will show the love, and support you have towards your country. This company makes people from America want to support this cause. It says in the advertisement,” Help stop child poverty in America”. This advertisement also features Transfer andWeasel Words because it uses positive words, and positive images to suggest that the product being sold is also positive.
This advertisement from the American Society for the Prevention of Cruelty to Animals (ASPCA) immediately affects the viewer’s emotions. By playing sad music in the background while images of scared and injured animals pass the screen, the creators of this advertisement are successful in compelling many viewers to open up their wallets and donate to the cause. Through the use of common rhetorical devices as well as less obvious strategies, this advertisement targets the viewer’s mind and succeeds in its goal of presenting the topic as a problem that needs to be solved. However, it is interesting to consider whether the problem that should be addressed is really animal neglect or something bigger, like the fact that many citizens prioritize
In the article “A change of heart about animals” author Jeremy Rifkin uses rhetorical appeals such as ethos, logos, and pathos to persuade humanity in a desperate attempt to at the very least have empathy for “our fellow creatures” on account of the numerous research done in pursuit of animal rights. Rifkin explains here that animals are more like us than we imagined, that we are not the only creatures that experience complex emotions, and that we are not the only ones who deserve empathy.
Upon first receiving this assignment I was honestly not sure what I would do it on. Then I remember a very well done commercial from 2006. If you’re not sure what commercial I am referencing it is the ASPCA commercial with all the injured animals and "arms of an angel" playing in the background; furthermore, Sarah McLachlan voices over and stars in the commercial. The commercial does a good job of appealing to animal lovers sense of emotion (Pathos) through the photos and videos of helpless and beaten animals. Sarah McLachlan also appeals to animal lovers through the fact that she has been a longtime supporter of the ASPCA (Ethos). Also, the video includes statistics that can easily be proven these statistics help to support the commercials cause (logos). Finally, the commercial itself appeared on television which is a great medium to get a message across; in addition, this commercial is valid in any year and will always appeal to a
In a society dominated by visual activity, it is not uncommon to be faced with images meant to render a specific reaction. It is the intention of industries to provoke a reaction whether it is mental, emotional, or physical and specifically through the use of ethos, pathos, and logos. Both images displayed, the first by the PETA organization or People for the Ethical Treatment of Animals and the other by UNESCO or the United Nations Educational, Scientific, and Cultural Organization share similar tactics in which they influence their audience’s reaction. As an American animal rights organization that campaigns for the “ethical treatment of animals”, PETA’s most dominant mode of persuasion is especially exemplified by the use of pathos. In an attempt to induce sympathy from the audience, specifically from animal rights advocates, PETA uses the representation of a woman with the pattern of a tiger’s stripes.
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.
This advertisement shows us logos by making people think about domestic violence. When you look at the big boot, obviously worn by a man is stepping on top of a small women’s shoe, it automatically makes you think about domestic violence. As quoted, “When he controls your life, it’s no longer your life.” This quote is powerful and directly speaks to the women who are in controlling abusive relationships. It also speaks to people who know someone who is being abused and that they should speak out. It pulls you into the sad scene with the dark lighting all around almost making it seem suffocating, which causes the small woman’s shoe to seem unimportant, compared to the big muddy boot that is trapping it. It logically makes someone
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.
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
...hy environment to those who have had everything taken from them. Therefore, the overall effectiveness of this Salvation Army advertisement is very well done, it provides an emotional connection, provides logical facts, and uses proper creditability. The main element of pathos is the idea that children are suffering and with the help of a donation these children’s lives can be changed forever. For logos the use logical facts, such as the exact purposes have the company and how the donations are used. Ethos provides the advertisement with the company’s already well-known creditability and respect. This advertisement shows how effect the use of ethos, logos, and pathos can work to sell a product or and overall idea of hope to every audience.
Pathos is an emotional appeal in which the advertisers hope that the consumers will allow their claim. Say for instance most people will notice a puppy behind what looks like to be a rusty cage. Seeing a cage like that, makes some wonder how bad the conditions are that the puppy is living in. then there is the puppy who looks very solemn, sad, and miserable. It makes one think how can people do this, why would they do this. This is an animal that should not have to live their life this way; it can really tug at some heartstrings, and cause many emotions like sad, anger, and even happy. For instance something like this makes most people think wow how can someone do th...
Use of Pathos in an Ad Commercial Images used for advertisements, newspapers, or magazines usually include the significant purposes and ideas. Then, in many cases, they are described by ethos, pathos, and logos, which are used frequently to catch viewers’ attention. Even if the ads do not have concrete strategies and clear opinions, those ads may not be able to persuade the viewers. In other words, the excellent ads could use one of three persuasions. The following advertisement is the good example of embedded pathos in the advertisement.
The advertisement, "If you let me play," provides evidence to support the implementation of three rhetoric devices: pathos, egos, and logos. Pathos is intended to convince the audience of a specific argument to instill an emotional response. The advertisement uses pathos to make girls and young women feel better about themselves by promoting positivity through sports. Also, the image of the little girl on the Nike campaign poster shows an emotional connection with the audience through her soft smile. The sympathetic look allows the audience to share a common feeling that Nike is
Pathos, is used in commercials to create a convincing argument about this product by showing emotion and has connecting with other. As you can see, a man does not feel lonely, the relationships between the father, son and friends have good time.