You see this image and I bet you can already hear the song "Angel" running through your head. The ASPCA is quite good at appealing to our emotional side, or using pathos. They do this through the incorporation of a sad song and heart wrenching images of adorable dogs and cats. Many of us are pet lovers and I know that I for one am that person who is sadder when a dog or another animal dies in a movie and truly cant watch the screen than when a person dies in a movie. Or, many of us have animals at home and when we see this commercial of these abused animals we just want to go home and hug them. They appeal to our emotions, our love of our pets and the idea that we can help stop what we see from happening from donating. This commercial and others like it often use phrases like "for just pennies a day" appealing to logic in stating that this really is almost no cost to you to help, or the use of logos. Another use of pathos in the ad could be that often times when you donate, they send a picture of an animal that you are helping. It brings a direct tie to what you are sending and who you are "helping," because we honestly don't know if that is a dog there or not (not trying to scrutinize them, just being honest). But seeing that image gives an emotional tie to the situation. Another use of logos is the testimonial by Sarah MacLachlan and incorporation of her song "Angel." She brings credibility and this appeal to authority that if they are doing it, this celebrity and if they believe in this cause, so should I. Now, in case you wanted a good cry today, the commercial is added below (I am also sorry for this because it may also ruin your whole day...)
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