Pathos in the ASPCA commercials

The commercials created by the ASPCA are targeted at one thing: the viewers pathos. They are designed with every aspect that should draw you in, and then make you feel terrible for the rest of the day unless you donate to their cause.

Animal cruelty is a very horrendous crime, but I am a college student with barely enough money to feed myself, let alone send off monthly to feed animals around the country. These commercials don’t care. Sarah McGlachlan is featured speaking in a very low, dramatic voice, while images of malnourished pets cross the screen. Playing in the background is sad music.

ASPCA commercial

The use of pathos in this commercial is directed at one goal: to get the audience to feel bad. The ASPCA uses pathos in many of its advertisements, because it is very effective. When you see a cat with an eye missing, you immediately feel like you need to help them and are urged to donate money to their program.

When it comes to animals, many people feel very strongly because they are so similar to humans in so many ways. When you look at the images of hurt pets in this commercial, you picture yourself or your friends and family as the ones that are malnourished or beaten. That makes the effect of pathos so much stronger here.

Pathos is used very well in this advertisement. This is evident to me at least because every time it comes on I have to change the channel so I don’t feel like a horrible person for the rest of the day.

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4 Responses to Pathos in the ASPCA commercials

  1. Jule Walsh says:

    I really liked your post. It was really smart to analyze one of the most blatantly emotional commercial on TV right now. It was a very good analysis. When you talked about changing the channel, all I could think of is “okay, I’m not the only one who does it;” the ad definitely succeeds in its goal to play with your emotions

  2. Victoria Louise Triolo says:

    Every time I see these ads, my heart just falls out of my chest. From the music to the images, I just can’t handle it. I must say I feel more awful when thinking about the voice animals lack than imagining those I am close with in those situations. In part, I suppose I more so picture my own dog in that situation which is a painful thought. Either way, the moment I hear that first note I rush like a wild thing for the remote.

  3. Anisha Tyagi says:

    I agree with you completely that the goal of the ASPCA commercials are to appeal to your emotions. The blunt statements that are made and the horrific images that are shown really emphasize the pathos that is used. The commercials definitely make it seem like if you do not donate, you are a terrible person. But at the same time, these commercials do invoke a sense of anger. It always makes me think “Why would people want to harm these innocent animals?” But I really liked and agreed with your post.

  4. William Vaeth says:

    When I started thinking about this assignment the ASPCA commercials were one of the first few ideas to go through my head, so I’m glad to see you followed through where I did not. And it’s true, the ads do make you feel horrible, and they make you need change the channel so as to not feel like you’re going to cry and feel like a horrible person all at once.

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