Rhetorical analysis essay.
Campaign to be analyzed: Sarah McLachlan Animal cruelty video.
Sarah Mclachlan Video is a two-minute video by Ragefc. It was published on Youtube in October 2006. Sarah Mclachlan is a music artist and uses her song in the campaign to save domestic animals that have gone through physical abuse. Sarah Mclachlan is the main speaker in the video. She appeals to the public to join her in saving the lives of mistreated animals by joining the BC SPCA campaign that seeks to end animal cruelty. BCSPA is British Colombia, Society for the Prevention OF Cruelty to Animals. It is a non-profit organization that partnered with Sarah McLachlan to endorse the campaign to save animals mistreated and help prevent cruelty to animals. BC SPCA is an advocate for animal protection laws and legislation. It runs activities such as educational meetings and workshops, runs several animal shelters, and creates public awareness programs for animal protection in British Columbia, Canada. This essay will analyze Sarah McLachlan’s video while paying attention to the different Rhetoric appeals used to convey the message intended to the public.
Sarah MClachalans Video Is a campaign used to convey the message and appeal to the public to help save and protect the lives of animals, especially those that have been mistreated and abused in the past. The video opens with Sarah’s song “In the arms of an angel” The words of the song go hand in hand with the pictures of different animal’s especially cats and dogs. The video gives facts about the mistreatment of the animals before Sarah McLachlan’s introduction, where she introduces herself while holding a dog. She describes what Animals undergo at the hands of some cruel people and appeals to the public to protect this animal. She encourages people to join BC SPCA and donate towards helping the animals get shelter, protection, medical care, and love. She also encourages people to calls the helpline or registers online and helps support animal protection activities. The video ends with pictures of animals receiving care and love from a shelter.
This rhetorical analysis will focus on the goal of the campaign of the video, the techniques used, and the appeals to the audience. Rhetorical is the ability to see the means of persuasion. There are three forms of rhetoric: Ethos, pathos, and logos. A good and effective rhetorical appeal engages the audience in different compelling ways. Using both Ethos, pathos, and logos will create an effective rhetorical. This means that the author must carefully choose and craft the argument to affect and impact the Audiences feelings and, therefore, achieve the goals. The use of Ethos, pathos, and logos in Sarah McLachlan’s video will be analyzed and discussed below.
Ethos is a type of Rhetorical appeal that uses the speaker’s character to persuade the audience. The ethos appeal looks into the speaker or author’s credibility or authority. It is simply the appeal to ethics where the author’s reputation is used as a tool of persuasion. For instance, in Sarah MClachlans’s video, ethos appeal has been used not as the main rhetoric appeal but has mainly been used to enhance pathos and logos. Ethos appeal has been used in the video to give the audience a sense of credibility. The video uses Ethos appeal, and the speaker Sarah McLachlan uses Ethos appeal to gain trust from the audience. The first way in which the video has made use of the Ethos appeal is through the delivery. The speaker is very confident and has been used to convey appeal to the audience through Ethos. The delivery of the message is done with great confidence and mastery of knowledge on the topic. This is important and appeals to Ethos because it gives the audience an impression that she knows what she is talking about, and therefore, the audience can trust her. Also, Sarah Mclachlan is a Canadian singer and songwriter. She is well known for her ballads and emotional sons that speak about different expressive topics in the lives of human beings. She uses her platform to demonstrate the need to support and protect Animals from danger, shows her sincerity and trustworthiness. Also, the speaker has chosen to speak about this sensitive topic speaks a lot about her moral competence. Through the speaker’s use of her platform, knowledge, and mastery of the subject, the audience will see that she is of good character, and therefore her course should be supported. It is, however, essential to note that Ethos does not belong to the audience, but it is the author’s or speaker’s credibility as judged by the audience. Therefore in the video, the speaker (Sarah McLachlan) effectively appeals to Ethos. The video manages to persuade the audience through Ethos. Ethos also enhances the other appeals to logos and pathos.
Logos is also among the rhetorical appeal used in the video to help persuade the audience. Logos is the appeal to logic. It is a way of influencing an audience with reason, facts, and figures that make sense. In Sarah Mclachlan’s video, logos appeal has been used to give logical explanations on the need to support the Animal protection campaign. Logos is not the main appeal used in the video, but it does a great job enhancing the Ethos and Pathos appeal. The video starts by giving statistically proven facts. In the video, logos have been used when the author gave facts and statistics about the animals that needed help. The video opens by stating that “every hour in BC an animal is violently abused” also, “3000 animals were rescued last year” these are facts from the research by the institution in their work. Through giving this information, the speaker appeals to the logic of the audience. The facts persuade and convince the audience that supporting the campaign of Animal protection is indeed a good course. The facts and statistics support the speaker’s claim and help enhance Ethos and pathos. The speaker makes good use of information that would make sense to the audience. The use of logos in the video is logical and clear enough for the audience to understand and relate. The video has been structured so that the introduction states facts and statistics that persuade through logic. Also, the video’s conclusion appeals to reason by showing the animals that have been abused and rescued. The use of logos is very effective in this particular video because the logic and evidence provided help their audience conclude that indeed there is a need to help care for abused animals based on the reasoning that many animals go through difficulties at the hands of cruel owners.
Pathos is another appeal that has been extensively utilized in the video. Pathos is an appeal made to the emotions of an audience to evoke feelings. Pathos is a way of communication that can reach a human being’s feelings. Through evoking feelings, an author or speaker can persuade his audience. The power of emotion is very overwhelming, and it can overrun a person’s logical reasoning. In Sarah McLachlan’s video, pathos has significantly been utilized. Pathos is the primary appeal in the video and has been crafted well enough to help persuade the audience. Pathos is the major rhetorical appeal, and this is because the topic is susceptible. Both empathy and sympathy feelings can be evoked while watching the video. The video utilizes Sarah Mclachlan’s song “ In the Arms of an Angel.” The song is very emotional and creatively used to evoke empathy and sympathy from the video. The music enhances and sets the mood and tone for the video. The song’s words also act well enough with the images to evoke feelings of empathy from the audience. When one hears the emotional music accompanied by several images of abused animals, their sympathy feelings are produced. Therefore, they become persuaded to help and donate towards saving these animals. The use of pathos is a very clever tactic that has been employed and can make so many people help in the matter. In the video, Sarah uses her voice in such a way that it enhances pathos. Her speech and delivery are emotional and sympathetic, which shows that the animals require help. She speaks sympathetically as she holds a dog, a great reminder that everyone needs to help Animals like the one she is holding. Another evidence of pathos appeal is the countless time that the abused animal’s faces have been displayed. The faces of cats and dogs that seem to have undergone a lot of abuse from people have been showing in the video. The animals are portrayed in the video also appeals to the sympathetic side of the audience. Pathos is the primary appeal because the audience’s emotions are the best appeal that the author could have used in this context. The author sought to manipulate the emotions of the audience to win people into the course of helping. Appeal to pity and empathy was a great way to get more people to support the animals that had been abused. Ethos and logos greatly supported the primary appeal.
Appealing to emotion can be a potent and necessary tool in persuasion. However, the appeal to emotion can be a fallacy and use emotion in place for logical reasoning. In the video, the request for feelings has been overused. Fallacies can make use of emotion in an attempt to win an argument. Emotional fallacies are very hard to spot because the nature of human beings allows their emotion to override their reasoning. Emotions can be used in a proper place of logic. For instance, in Sarah Mclachlan’s video, we are told that over 3000 animals are being abused every day. This assertion itself creates an emotional appeal and persuades the audience to act. The appeal to emotion manipulates the recipient’s emotions to win the argument and get support. The emotional appeal may help the audience support this campaign without thinking of any other things like donating food to the need. However, it is essential to note that the appeal to Ethos has been backed up with logical appeal through the evidence provided in the video.
The appeals used in the video are very effective. The pathos as the main appeal makes people make conclusions with the assertions being made in the video. Through the pathos appeal, people can sympathize with the animals being shown on their screens. Pathos is very effective as the main logical appeal, and the video makes excellent use of it through the song on the background, the images are shown, and the support of Ethos and logos appeal. The video is very appealing to the audience and has been able to convey the message in only two minutes. Sarah McLachlan was indeed an essential and influential speaker and advocated for the message. Her delivery, mastery, and confidence are crucial aspects that made the video a success. The video has more than three million views, which means that a lot of people have been made aware of the problem and have a platform in which they can donate and help the campaign.
The evidence used in the video is also essential in enhancing the effectiveness of the video. Because the video’s primary appeal is pathos, not so much evidence has been given in the video. The first type of evidence that has been used is the visual evidence where the pictures of the abused animals are shown in the video, A cat without an eye, a dog who lost one leg, and more traumatized animals. This evidence appeals to the emotions and sympathy of the audience. for instance, the number of abused animals are given and proves to the audience that there is a need to donate to protect these animals. The evidence of the run shelter by the BC, SPCA is also shown in the video. The evidence given is not broad and tis because the Videos major appeal is pathos. The video did not have to provide a lot of evidence because it targets the emotions of the evidence and not their logical proof.
The appeals used in the video have a significant effect on the moral judgment and intention of the audience in participating in the campaign of protecting abused animals. Again because pathos is a significant appeal. The author has done a lot to refrain from being bias in the video; however, there is favoritism for the topic in question. The speaker fails to mention the reasons as to why the animals may have been abused. It may have been. Accidents. Her language use indicates a bias. I also noticed that I have a self-serving bias while handling this particular topic, and this is because I have a pet dog, and I feel like these animals should always be protected. My attitude towards domesticated animals may prevent me from being mistreated by other human beings. Other unconscious biases may have also clouded my judgment on supporting the animal protection program by BC SPCA.
In conclusion, Sarah Mclachlan’s video is a very persuasive video that aims at creating awareness and encouraging people to help and donate towards the protection of animals that have been abused. A video is an essential tool that BC SPCA has used to promote the campaign. In the video, Music Artist Sarah Mclachlan has been used as the speaker. She narrates and persuades the audience to join in helping animals like the one she is holding. The toll number where donations, registrations, and questions about the campaign is displayed in the video as she takes the audience through the importance of supporting the campaign. This essay has discussed the rhetorical appeal used in the video and its effectiveness in persuading the audience. Pathos is the main appeal that has been used in the essay. Logos and ethos appeal has also been used, but they mainly support the appeal to emotion. The appeal to emotion is persuasive to the audience to help support the campaign, as discussed in the essay. The effectiveness of the appeal is excellent and has helped to persuade the audience to support the campaign aimed at protecting the countless animals that need protection. Ethos, Pathos, and Logos appeal can create a very effective appeal, just as seen in Sarah Mclachlan’s video. The video is very persuasive and can help create awareness about the problem and find solutions by making more people donate.
Ragefc, “Sarah McLachlan Animal Cruelty Video,” Oct 4, 2006, https://www.youtube.com/watch?v=9gspElv1yvc
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