This essay examines the rhetorical strategies employed in the British Columbia Society for the Prevention of Cruelty to Animals (BCSPCA) commercial featuring singer Sarah McLachlan. The paper analyzes how the two-minute spot uses pathos, ethos, and logos to persuade viewers to donate money to support animal rescue efforts. The analysis demonstrates that while the commercial incorporates all three Aristotelian appeals, it relies heavily on emotional connection through music, imagery, and McLachlan's credibility to create sympathy for abused animals, ultimately achieving its persuasive goals through emotional rather than logical appeal.
"Woof Woof"—do you hear that sound? Another one of those heart-wrenching animal cruelty commercials has appeared. If you are one of the many individuals who has encountered one of Sarah McLachlan's animal cruelty commercials, you may have felt the emotion radiating from it. The commercial is extremely sad and can transform a happy day into a depressing experience because of the disturbing clips of suffering animals. This two-minute commercial uses many rhetorical devices to persuade people to donate money, but it particularly focuses on the use of pathos, sympathy, and empathy toward the audience.
The commercial begins with a close-up shot of a sad-looking dog, followed by a statistic about animal abuse. A small donation is then kindly requested to help the organization prevent animal cruelty. The BCSPCA (British Columbia Society for the Prevention of Cruelty to Animals) created this video to spread awareness about this ongoing issue and obtain donations to rescue animals suffering from abuse. The targeted audience consists of people over eighteen years old who are animal lovers and/or have disposable income, as the organization requests approximately sixty cents per day. Sarah McLachlan, a famous singer, appears in the video and uses one of her songs to stir emotional response in viewers. Her famous song "Angel" plays throughout the entire commercial. This song captivates audiences through her slow, soothing voice and meaningful lyrics. In the song, she asks listeners to be an angel; this creates a powerful connection to the audience by making them feel like better people knowing they can help like an angel.
There is a strong use of pathos throughout this two-minute commercial. It is evident in the animal clips, music, pictures, words, and tone of voice of the speaker. The music is slow and sad, creating an empathetic connection throughout the entire commercial. Combining this music with the pictures and clips of suffering animals can pull at a viewer's heart. Seeing the lonely dog that appears sad and distressed can make a person feel genuine sympathy for these animals and thus want to donate to the cause. When Sarah speaks while holding a dog in her arms, it conveys that she truly cares about the issue being discussed. She also uses direct language such as "an animal that needs your help," which connects to the audience by addressing them personally. This creates a powerful personal connection because it makes the message feel directed specifically at them rather than to a general audience.
The rhetorical strategy of emotional appeal is further strengthened by the visual composition of the commercial. The imagery of injured and neglected animals is not presented gratuitously but strategically to maximize viewer empathy. The combination of vulnerable animals with McLachlan's compassionate presence creates a compelling narrative about the importance of individual action. The commercial effectively uses these emotional triggers without relying on graphic or exploitative content, instead focusing on the sadness and vulnerability that naturally evoke sympathy.
The commercial also employs ethos effectively. Sarah McLachlan's status as a famous singer serves as a significant asset in reaching broader audiences. Her fans recognize her and may pay closer attention to the commercial's message because of her involvement. Beyond her singing career, McLachlan is widely known for her participation in numerous charity events. The Sarah McLachlan Foundation, which she created, supports music programs for residents in Vancouver. Seeing a recognizable and respected public figure makes viewers feel comfortable and more inclined to trust the message being conveyed. The familiarity of her face and reputation adds credibility to the cause.
The BCSPCA itself is a well-established organization with considerable credibility in the community. The organization is recognized for its work in animal cruelty cases and can be trusted to use donations effectively. The BCSPCA offers multiple support programs including pet care, volunteer services, animal adoption, charity events, and educational workshops for children and adults. These established programs demonstrate the organization's commitment and competence. By featuring both a trusted celebrity and a reputable organization, the commercial leverages ethos to convince viewers that their donations will make a real difference. The combination of McLachlan's personal credibility and the BCSPCA's institutional reputation creates a compelling case for the viewer's trust and financial support.
"Single statistic supports emotional rather than logical appeal"
"Sadness and sympathy drive donation behavior"
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