S.M.E.L.L.

http://www.youtube.com/watch?v=6eXfvRcllV8

The sender, the American Society for the Prevention of Cruelty to Animals, greatly appeals to the emotions of the listeners, or pathos. In the commercial, the ASPCA, through Sarah McLachlan, a popular musical artist, reveals the sad realities of the existence of animal abuse in America. The message that the ASPCA is attempting to send is that these animals are helpless and hurting and are desperately in need of our help through donations to the organization. Throughout the commercial, pictures of abused animals are shown. Some of the animals in the video are severely injured, while others are shaking, fearful, or display sadness in their eyes. The statistics of animal abuse in America and the number of animal deaths as a result of the abuse are displayed in the commercial as well. All the while, McLachlan's highly emotional song, "Angel," is playing in the background. The shocking statistics, saddening pictures, and slow music of the commercial create a very sad and hopeless tone, which parallels the lives of abused animals. The language displayed in the commercial is simple and brief, but the tone is desperate and tragic. The ASPCA even offers a free t-shirt, wristband, and picture of an animal as a gift for calling in the next thirty minutes and donating. The logic behind this is , if the viewer is not emotionally affected by the depressing tone of the commercial, they might be pressured to donate for the free gifts. However, the ASPCA's use of ethos seemingly provides the most effectiveness in capturing a viewer's emotions.