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Daniel Cardenas

Professor Granillo

English 103

2 February 2019

Essay 4 Outline

I. INTRODUCTION

A. THESIS:

In the commercial “Angel,” the BCSPCA claims donations from the audience will

better the lives of abused animals through the use of ethos, logos, and heavy

reliance on pathos and looking at the commercial from a color theory lens, use of

the meanings of colors are tactifully used to encourage the audience to feel

comforting and donate. The reliance on appealing to emotions deceives the

audience into believing their donations will make them somewhat of “angel” to

the abused animals, which is incorrect; thus, the persuasive approach will lead to

more and more companies believing that tugging on the audience’s heartstrings is

the way to go in making money.

II. LITERATURE REVIEW

A. BACKGROUND OF ADVERT:

“Angel” targets animal lovers who hate to see animals being damaged and hurt

whether it’s mentally or physically. Although the company is based in the British

Columbia, donations can be given from anywhere in the world, so the audience is

not limited to just the British Columbia population. The imagery of sad animals in
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pain strengthens the use of pathos making it the strongest mode of rhetoric

applied in the commercial, evoking all types of emotions from the audience.

B. COUNTERARGUMENT:

The advertisement claims the audience, and their money, can make a drastic

impact in the lives of abused animals in the British Columbia region. If the

BCSPCA doesn’t receive donations, they claim animals will not be able to be

saved, as they state hundreds of animals were not able to be saved, they would

have if there was more donations according to the BCSPCA.

III. SUBTOPIC #1 - PATHOS

A. IMAGERY:

TS: Through the images shown all throughout the commercial, the BCSPCA decides to

focus their main form of persuasion on pathos.

Transition: Many suffering and physically injured animals are placed in the commercial

to hopefully convince the audience to donate.

Evidence: Limping dog suffering to walk (“Angel” 00:00:25-30)

Theoretical concepts: “The intractability of pathos - the fact that the passionate stance

absorbs the person completely” (Pahl 50).

Analysis: The imagery is used to evoke sadness out of the audience, wanting them to

donate for the animals.

Warrant: Companies will see that manipulating audiences’ emotions is beneficial and

will follow the footsteps of the BCSPCA.

B. “ANGEL” SONG:
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TS: Music can be used to trigger certain emotions out of people, the BCSPCA knows this

and utilizes it to their advantage

Transition: The background music used in “Angel” is chosen with this reason in mind.

Evidence: Sarah McLachlan’s song “Angel” in the background. “Angel” 00:00:00-

02:01).

Theoretical concepts: pathos can be replaced with “passion” (Pahl 52).

Analysis: “Angel” makes everything the audience is viewing sadder due to the emotions

evoked from music.

Warrant: Saddening music will continue to be used in commercials like this to receive

the donations wanted.

IV. SUBTOPIC #2 - ETHOS

A. SARAH MCLACHLAN:

TS: Ethos establishes credibility through the speaker, Sarah McLachlan.

Transition: Sarah McLachlan is used by the BCSPCA to convince the audience to

contribute donations.

Evidence: Sarah is seen as very welcoming and liked by much of the audience.

Theoretical concepts: “Characters with balanced ways of bearing themselves” (AYGÜN

115).

Analysis: she adds credibility to the commercial by never being seen as dishonest.

Warrant: The use of ethos makes celebrities in commercials an impactful force.

V. SUBTOPIC #3 - LOGOS

A. Statistics:

TS: Statistics are used, as a mode of logos, in this commercial to gain donations.
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Transition: The BCSPCA provide statistics of their successes in the field.

Evidence: “Every single hour in BC, an animal is violently abused… 3,000 animals were

rescued last year” (“Angel” 00:00:10-23).

Theoretical concepts: “Understanding and relaying expierences”, the “reason” to believe

something (AYGÜN 145).

Analysis: The factual evidence helps prove to the audience their money is being used for

a good cause.

Warrant: Hopefully this leads to more companies choosing to provide factual evidence

for hoping to make money, rather than appealing to emotions.

VI. SUBTOPIC #4 - COLOR THEORY - MEANING OF COLORS

A. BLUE STAFF OUTFITS

TS: Color theory claims certain colors cause people to have certain emotions when they

see these colors.

Transition: The BCSPCA seems to be fully aware of this as they seek donations

Evidence: The BCSPCA staff shown in the commercial all wear blue uniforms.

Theoretical concepts: Blue is “calming, restful, and comfortable” (Kalia 108).

Analysis: The workers are wearing blue to make the animals and audience feel

comfortable, comfortable enough to know their money is going to a good cause.

Warrant: The use off the color blue is to manipulate the audience into donating, causing

society to lose money due to not rationally thinking and being persuaded by the help of

colors.

B. HOUSE AS BACKGROUND
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TS: While colors like blue are calming, other colors provide a sense of welcoming and

joy.

Transition: The commercial recognizes the colors brown and yellow, and how they are

useful.

Evidence: Sarah in a house with a dog and brown and yellow surrounding the house

(“Angel” 00:00:54-01:04).

Theoretical concepts: Brown symbolizes “the comfort of the house” and yellow is seen

as “cheerful” (Kalia 107).

Analysis: The combination of colors brown and yellow in the house give off a feeling of

happiness and comfort, as a dog as seen as happy in the hosue compared to the others in

the shelters

Warrant: The BCSPCA claims with donations, many animals like the one shown while

being in a happy warm comfortable home.

VII. CONCLUSION

A. Re-state Thesis: Through use of all three modes of rhetoric and analyzing the color

choices with a color theory lens, the BCSPCA claims donations from the audience will

benefit the lives of abused animals, yet focusing on emotional appeal rather than factual

evidence weakens the claim.

B. Summary of main-ideas: “Angel” relies most heavily on pathos as images of abused

and hurt animals, along with depressing music playing in the background evokes

emotions from the audience wanting to be a saviour to these animals. The meaning of

colors concept show how the BCSPCA wanted to come off as welcoming as possible.
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C. Reflection: If “Angel” is a successful commercial with the tactics employed, companies

will mimic what the BCSPCA has done and commercial culture will be even more

focused on evoking emotions rather than providing evidence based on facts.