In the ASPCA video, Sarah McLachlan is the spokesperson for
this organization. But, the actual creator of the video is ASPCA. They probably
chose McLachlan to be their spokesperson because she is an animal lover, not to
mention, they use her song, “Angel,” in the video. ASPCA's intention for this video is to stop
animal cruelty and to receive donations from people. The logos, or overall
message, of this video is to show people that animal cruelty, unfortunately,
does exist and people need to come together to put an end to it. The target
audience for this video, obviously, would be the animal lovers. They would be
the first to put a donation in the mailbox because seeing images of abused
animals would hurt their heart. As I’ve already stated, this is in the form of
a video, which serves as a stronger appeal. If it was just a text, it most
likely would not have the impact that is does. But with the images, music, and
Sarah’s voice pleading you to help these animals, it actually sits with you and
has more of an effect. The biggest rhetorical device used in this video would
be the word choice. When Sarah talks, she mentions that animals are “abused,
beaten, and neglected.” This is a form of pathos because it creates a sense of
guilt and anger. Sarah also calls the people viewing “angels.” This is also
pathos because it makes people feel like guardian angels to the helpless
animals. Plus, McLachlan says this as a way to flatter her audience and get
them to donate money. A form of ethos would be the web address and the phone
number on the screen as the video plays. ASPCA want that to stick in people’s
mind as they watch the images of the animals and it makes a person more likely
to call and donate. The video definitely succeeds in getting ASPCA’s intentions
across. Of course, there will always be animal cruelty, whether we like it or
not. But with videos like these, it will definitely help decrease the number of
animals being abused.
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