Nia Francis
Comp 112

“In the arms of the Angel, fly away from here” (Angel, S. McLachlan, 1997). As this song plays eerily in the background, the saddest eyes stare out from the television screen, and look right through you. “Every hour an animal is abused.” A dog is seen hopping across the room; he is in, obvious pain. “For hundreds help came too late.” According to the video against animal cruelty, 3000 animals were rescued that year (2007). They were rescued from abuse, such as starvation and various levels of torture. This is what you see, tortured animals desperate for love, desperate for the abuse to stop, desperate for “An Angel.” How can this go on? Who would do such a thing? Won’t somebody, anybody help? * This commercial originally aired in early 2007 and has been the A.S.P.C.A.’s most successful fund-raising effort, raising over $30 million. (S. Strom, 2008) * Part of a series of commercials for The A.S.P.C.A. that ran in the early mornings, due to advertising costs. * American Society for The Prevention of Cruelty to Animals, A.S.P.C.A., founded in 1866, was the first humane organization for animals. * The ad uses horrific images of abused animals. A very soft melancholy voice accompanying the mournful music of singer Sarah McLaughlin.

The ad uses several types of rhetorical appeal in order to draw in the viewer, such as: 1. Logos (Reasoning) - The ad states how it’s possible to save these poor souls with just sixty cents a day. Twenty-one dollars a month can stop their suffering. 2. Ethos (Character) - The A.S.P.C.A. helps to provide medical care, food, shelter, and love for these animals through your donations. (The A.S.P.C.A is a highly regarded and well known organization.) 3. Emotion (Pathos) - The ad states how “an animal needs you right now, and your call says I’m here to help.” The faces of these animals stare back at you, as if to beg for your support. I believe this ad has set out to command the attention of the viewers for the purpose of raising money for these poor desperate animals. They hope to draw you in and make the viewers aware of their plight. They used a high profile celebrity singer who is very believable and projects the image they want, which is one of compassion and sincerity. How can this go on? Who would do such a thing? Won’t somebody, anybody help? According to Stephanie Strom, her article in the New York Times states that roughly 200,000 new donors have been attracted to the organization through this advertisement, and have pledged an average $21 a month. Message received. http://www.youtube.com/watch?v=9gspElv1yvc