Rhetorical Analysis Of Angel By Sarah Mclaachlan

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Preaching to a Choir of Angels “Every day in America thousands of animals suffer from cruelty and neglect. Thousands were rescued last year, but for thousands of others help came too late.” This is a quote taken from the televised A.S.P.C.A. (American Society for the Prevention of Cruelty to Animals) announcement starring Canadian musician Sarah Mclachlan. In the commercial, McLachlan, with a dog on her lap, asks the audience to become an "angel" for a helpless animal. She's referring to the A.S.P.C.A. Guardian program, in which one pledges to donate a monthly amount to the A.S.P.C.A. The A.S.P.C.A. helps rescue abused animals and tries to find them loving homes. This particular ad is a perfect example of a persuasive advertisement because…show more content…
One such example is the background music chosen. The entire commercial is set to Sarah McLachlan’s own song “Angel,” which on its own is not particularly sad, but definitely sets the melodramatic tone needed for a somber commercial such as this one. The song “Angel” was originally written by McLachlan to honor the struggles of many artists with drug addictions. However, it is used in present day to commemorate personal losses, or even tragedies such as the Columbine High School massacre or the World Trade Center terrorist attacks. The emotion behind this song applies directly to the advertisement because it is commonly used to portray loss, which is the preposition presented by the A.S.P.C.A.: without your donation, animals will die. This immediately evokes pathos from the viewer. The combination of the song and the cruelty-induced expressions on the animals faces throughout the commercial help amplify the dire need of the audience’s…show more content…
The ad managed to give supporters a way to donate in addition to attracting nearly 200,000 new donors to the organization. The success of the commercial will benefit more than the A.S.P.C.A., who has now increased its grant program to smaller rescue groups by 900%. In “Ad Featuring Singer Proves Bonanza for the A.S.P.C.A.,” a New York Times article, it is stated that this commercial is by far the A.S.P.C.A.’s most successful fund-raising effort, where this organization’s annual budget of $50 million would not have been thought possible for a single commercial. “Sarah made it possible to do in two minutes what took 30 minutes before,” said Jo Sullivan, the organization’s senior vice president for development and communications, referring to the long-form use of celebrities in the past. “She literally has changed the way we fund-raise.” All of the praise that this ad has received, along with the astonishing numbers it has produced for the organization it represents shows many people that the people responsible for the commercial’s success sure seem to know what they are

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