In 1866, a man named Henry Bergh founded the American Society for the Prevention of Cruelty to Animals, also known as the ASPCA. The purpose of the ASPCA, stated by Bergh, is to “provide effective means for the prevention of cruelty to animals throughout the United States.” In other words, the ASPCA was created to prevent the cruelty and abandonment of animals in this country. The ASPCA receives much of their money for help and rescue of these animals through donations, both private and corporate. Advertising is their most important source for these significant donations. It also allows them to be recognized by the general population of America. One of their most widely known advertisements is the animal cruelty commercial that displays real images of abused and abandoned animals, with special guest, Sarah McLachlan, to ask for donations. This effective commercial accurately illustrates the three rhetorical appeals of ethos, pathos, and logos by tackling every emotion possible to carry out their purpose.
Today’s society attempts to ignore the heartbreaking animal cruelty that occurs everywhere. The ASPCA commercial does their best to resurface the unpleasant truth behind this inescapable immorality. The commercial opens with real images of common family pets that have been injured or abandoned. These valid pictures and video clips try to portray the aftermath of real occurrences of animal cruelty that goes unseen by the average population. The images aim to generate an emotional guilt in the viewer and bring on a responsibility to help these unfortunate animals. The commercial is shown in primetime commercial slots, meaning they get the most views per day than most other commercials, with a wide range of viewers. These primetime hours are from 5:00 P.M. to 7:00 P.M. and the most viewed hours for many families. These families most likely have pets and the money to spare or the compassion to help a vulnerable pet, like the ones...