How does the RSPCA persuade us to part with our money?

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I have recently analysed a letter from the RSPCA (Royal, Society, for the Prevention, to Cruelty to Animals), which has attempted to persuade me, the reader to part with my money. The letter uses persuasive language, repetition and different scenarios to support the images which they have included. The letter has also included many presentational devices which I have gone into further detail about these devices later on in this review. My personal opinion on this particular letter is: despite the persuasive language and the shocking reality which goes on in these animal’s lives, it is too wordy. If the average person finished this letter I do agree they would definitely consider making a donation however, it is very unlikely the average person would read the full four pages of this letter. The Postal Script in this letter basically gives an overview on the letter; the Postal Script could have just been the letter. The first thing which caught my attention was a photo of n “innocent kitten” and next to it was a caption. The caption was only eleven words; however within those eleven words the writer has given me a sympathetic connection towards it also, since they have used the term “kitten” it makes it seem more defenceless. I also noticed a subheading; this is extremely unusual in a letter. However, this a clever presentational device because it immediately catches our eye and which tells us what the next couple of paragraphs are about, it also insures the letter is well structured and will be quite lengthy. Furthermore, the persuasive language is amazing: “Gift” they have used this word to make us feel good about ourselves: like we’re giving a present. At the point where the letter really begins, the writer has used the words... ... middle of paper ... ... this charity is genuine. The RSPCA logo is instantly recognisable, it is a “harsh logo”; black and white it is plain and simple; a bit like the lives of these “vulnerable” creatures. Furthermore, an official approval from the queen herself caught my eye; this shows that if this charity is good enough for the queen it is defiantly good enough for us. My conclusion, this letter is extremely, cleverly written because it has six different images sowing the victims before and after they were in the care of the RSPCA, the captions underneath each image shown exactly what the RSPCA have in the past and what it still does. Catherine has also used a wide range of vocabulary, opinions and repeatedly said how little the amount they’re asking for really is, and how badly these poor, innocent animals were treated. She has personalised this letter which shows she really cares.

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