The History
After the Civil War, America became a nation of reform. Henry Bergh, a philanthropist and diplomat followed the trend and decided to form the American Society for the Prevention of Cruelty to Animals (ASPCA) in 1866. Bergh's early focus was to combat the numerous quantity of horses that labored in New York City. However, the ASPCA became gradually pervasive and intervened on behalf of animal protection within butcher markets, circuses, various exhibits and displays, and homeless shelters. Laws dedicated to animal protection were never fully enforced, therefore once the ASPCA began to execute the laws fully, the situation changed and it became the "first effective model for the protection of animals" (Zawistowski, 2007). ASPCA agents, called "Bergh's Men," were able to enforce these laws via meticulous investigations and impulsive arrests for those infringed upon the law. Eventually, the ASPCA established homeless shelters, animal hospitals, and public education programs to raise awareness of the issue (Zawistowski, 2007). The ASPCA inspired many smaller groups within communities to create their own SPCA organizations; such as Buffalo, NY in 1867 and Boston, MA in 1868 (Zawistowski, 2007). Today, the ASPCA is a nonprofit organization with over 1 million members in North America. Being the oldest animal protection organization, the ASPCA has collected and maintained more members and supporters than ever through pathos-driven, consistent rhetoric.
The ASPCA is extremely ethos-driven, as well. It has the reputation of being the first humane society in North America while also sticking around the longest. Unlike PETA's corrupt credibility, the ASPCA was given the legal right to investigate and arrest citizens for animal abuse crimes. Who knows what would happen if PETA earned a right like that...However, similar to PETA, ASPCA takes advantage of visual rhetoric through advertisements and videos of depressed animals, newly adopted animals, abused animals, or homeless animals to make the audience feel sympathy for the mistreated creatures. Even more strategically, the ASPCA always makes sure that the animals have direct eye contact with their audience in hopes to penetrate our hearts and encourage us to donate. Who can resist the mournful puppy eyes? While the ASPCA directs their messages to the general public, those who reciprocate the emotion usually are animal lovers, too. When the ASPCA asks for donations, it resembles a call to action which usually ignites action in pet-owners or people who have adopted a rescue animal; though, really, anyone is able to donate. Today we will explore some of the rhetoric employed the ASPCA; beginning with one of the most chastised forms of rhetoric to date.
The ASPCA is extremely ethos-driven, as well. It has the reputation of being the first humane society in North America while also sticking around the longest. Unlike PETA's corrupt credibility, the ASPCA was given the legal right to investigate and arrest citizens for animal abuse crimes. Who knows what would happen if PETA earned a right like that...However, similar to PETA, ASPCA takes advantage of visual rhetoric through advertisements and videos of depressed animals, newly adopted animals, abused animals, or homeless animals to make the audience feel sympathy for the mistreated creatures. Even more strategically, the ASPCA always makes sure that the animals have direct eye contact with their audience in hopes to penetrate our hearts and encourage us to donate. Who can resist the mournful puppy eyes? While the ASPCA directs their messages to the general public, those who reciprocate the emotion usually are animal lovers, too. When the ASPCA asks for donations, it resembles a call to action which usually ignites action in pet-owners or people who have adopted a rescue animal; though, really, anyone is able to donate. Today we will explore some of the rhetoric employed the ASPCA; beginning with one of the most chastised forms of rhetoric to date.
The Rhetoric Behind "In the Arms of An Angel"
Obviously very pathos-driven, this video by the ASPCA features Sarah McLachlan as the spokesperson. A Grammy award winner with over 40 million sold albums, McLachlan supplements a great amount of ethos to the organization what with her qualifications and emotional ballads. The dirty, caged animals, McLachlan's melodic voice, and the heart wrenching statistics compile into a passion-filled rhetorical artifact that definitely hits home. Using powerful and emotional propaganda to target the audience ensures that the public will be willing to donate for a crucial cause. The primary message is that although animals are being helped, there is still more to be done. More animals need to be rescued and more money needs to be donated, and McLachlan delivers this message in a morose and hopeful tone. It is morose due to the reflection of suffering animals, yet still hopeful because she emphasizes that it is not too late to help.
As for the song itself, "Angel" by Sarah McLachlan is a soulful ballad with little instrumental accompaniment in order to accentuate McLachlan's voice . The compelling lyrics coincide with the graphic images on the screen which contributes to the overall effectiveness of the appeal to pathos. Here they are:
Spend all your time waiting
For that second chance
For a break that would make it okay
There's always some reason
To feel not good enough
And it's hard at the end of the day
I need some distraction
Or a beautiful release
Memories seep from my veins
Let me be empty
Oh and weightless and maybe
I'll find some peace tonight
In the arms of the angel
Fly away from here
From this dark cold hotel room
And the endlessness that you fear
You are pulled from the wreckage
Of your silent reverie
You're in the arms of the angel
May you find some comfort here
So tired of the straight line
And everywhere you turn
There's vultures and thieves at your back
The storm keeps on twisting
Keep on building the lies
That you make up for all that you lack
It don't make no difference
Escaping one last time
It's easier to believe
In this sweet madness
Oh this glorious sadness
That brings me to my knees
In the arms of the angel
Fly away from here
From this dark cold hotel room
And the endlessness that you fear
You are pulled from the wreckage
Of your silent reverie
You're in the arms of the angel
May you find some comfort here
You're in the arms of the angel
May you find some comfort here
The ASPCA chooses to use these lyrics to make the audience feel empowered in the sense that the viewers can be angels for the needy animals. The ASPCA wants to make the audience feel like they are in a position to help and to end animal suffering.
After successfully driving the audience to tears with the sight of heartbroken cats and dogs, Sarah McLachlan appears petting a dog, which establishes her connection to the ASPCA and to the issue at hand. While petting the dog, McLachlan encourages the audience to help change the lives of the thousands of suffering animals with a "monthly gift," a euphemism for a donation. This euphemism reduces any doubts one may have about donating to the organization. If that 's not enough, you can "call or join online in the next thirty minutes and we'll send you the photo in the shelter and this beautiful tote bag - free." No one can resist a personalize tote bag from none other than the ASPCA. Overall, this video is extremely effective in getting a response from the viewers. The simplicity of the audio and visuals enhances the impact of the suffering that many animals are going through. Nevertheless, the power of the rhetoric behind this video has been made into countless parodies and memes to cultivate into an internet phenomenon.
As for the song itself, "Angel" by Sarah McLachlan is a soulful ballad with little instrumental accompaniment in order to accentuate McLachlan's voice . The compelling lyrics coincide with the graphic images on the screen which contributes to the overall effectiveness of the appeal to pathos. Here they are:
Spend all your time waiting
For that second chance
For a break that would make it okay
There's always some reason
To feel not good enough
And it's hard at the end of the day
I need some distraction
Or a beautiful release
Memories seep from my veins
Let me be empty
Oh and weightless and maybe
I'll find some peace tonight
In the arms of the angel
Fly away from here
From this dark cold hotel room
And the endlessness that you fear
You are pulled from the wreckage
Of your silent reverie
You're in the arms of the angel
May you find some comfort here
So tired of the straight line
And everywhere you turn
There's vultures and thieves at your back
The storm keeps on twisting
Keep on building the lies
That you make up for all that you lack
It don't make no difference
Escaping one last time
It's easier to believe
In this sweet madness
Oh this glorious sadness
That brings me to my knees
In the arms of the angel
Fly away from here
From this dark cold hotel room
And the endlessness that you fear
You are pulled from the wreckage
Of your silent reverie
You're in the arms of the angel
May you find some comfort here
You're in the arms of the angel
May you find some comfort here
The ASPCA chooses to use these lyrics to make the audience feel empowered in the sense that the viewers can be angels for the needy animals. The ASPCA wants to make the audience feel like they are in a position to help and to end animal suffering.
After successfully driving the audience to tears with the sight of heartbroken cats and dogs, Sarah McLachlan appears petting a dog, which establishes her connection to the ASPCA and to the issue at hand. While petting the dog, McLachlan encourages the audience to help change the lives of the thousands of suffering animals with a "monthly gift," a euphemism for a donation. This euphemism reduces any doubts one may have about donating to the organization. If that 's not enough, you can "call or join online in the next thirty minutes and we'll send you the photo in the shelter and this beautiful tote bag - free." No one can resist a personalize tote bag from none other than the ASPCA. Overall, this video is extremely effective in getting a response from the viewers. The simplicity of the audio and visuals enhances the impact of the suffering that many animals are going through. Nevertheless, the power of the rhetoric behind this video has been made into countless parodies and memes to cultivate into an internet phenomenon.