Rhetorical Analysis

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As soon as one hears “In the arms of an angel” by Sarah McLachlan, it triggers an immediate response from most viewers: change the channel. Her face as well as her voice has become one of the most influential of the ASPCA spokesmen. These commercials use a variety of rhetoric skills to provoke the audience to donate to the organization. The musical component of the commercial sets the tone and instantaneously evokes compassion for these innocent fur babies. This compassion-provoking advertisement tactically uses Sarah McLachlan and her music along with some of the saddest looking photographs to help score donations to fund the program. This ad was effective because it used ethos, logos and pathos in promoting animal abuse awareness as well as asking for donations. The ASPCA animal cruelty awareness and animal welfare features a series of clips portraying dirty often injured animals in cages and crates. In the background, ‘In the Arms of an Angel’ by Sarah McLachlan is being playing. Then the clips stop and Sarah McLachlan appears sitting in a room, petting a large dog. Then she says, “Hi, I’m Sarah McLachlan, will you be an angel for a helpless animal? Every day, innocent animals are abused, beaten and neglected, and they’re crying out for help. Please, call the number on your screen, and join the ASPCA with a monthly gift right now. For just sixteen dollars a month, (only 60 cents a day,) you’ll help rescue animals from their abusers, and provide medical care, food, shelter and love. Call or join online in the next thirty minutes and you’ll receive this welcome kit with the photo of an animal in a shelter right now. One has been given a second chance, Thanks to you. Right now there is an animal who needs you. Your call says ‘I’m here to help.’ Please call right now.” The number is shown across the bottom of the screen and more clips of abused and beaten animas

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