PETA, an animal rights organization, runs a convincing argument using pathos, ethos, and logos. Using mostly pathos PETA tries to convince consumers to stop buying animal products by tugging on their emotions. Furthermore they show a viewer, or more importantly a consumer, what it would be like if we were the animals being killed.
As said before PETA uses pathos the most in this advertisement, they use this type of rhetoric dominantly because of the strong emotional appeal it can bring. The woman is pretty yet average, she's wearing makeup, earrings, and a bracelet, we, as viewers, can relate to her, we are one of her, human just as she is. Her grotesque position, and the splattered blood show a crime scene, a great act of evil. Add the bar code and price, only 785 dollars, and the doer of this is selling a human life. Who would do such a thing? PETA says you would. They're saying, through the packaging and the price tag, that this act is similar or even the same as killing an animal and selling it.
Of course if PETA only used pathos in this advertisement most of us would just throw this out the window, this demonstration is just as crazy and radical as its maker. Viewers would just say that these vegetarians cant back it up. That's why PETA uses another type of rhetoric called logos. Logos is raw, substantive, information. In this case logos is used on the price tag, it says 55,000,000 killed per year. This little bit of information straitens out many rationalizations, for instance if someone where to say, oh well we don't kill that many animals. Just showing such a large number can be frightening.
Logos can sometimes stand alone but is more effective if used with ethos, a way of using egos, big names and companies, to the advertisement's advantage. I like you is a simple statement but when Miley Cyrus says I like you it's a huge statement, the opinion now becomes a big deal one that the listener will remember. This is precisely why PETA prints the Animal Liberation Victoria stamp of the sticker. Information now is official and educated if it comes from a official and educated organization, I mean they have their own seal.
Pathos, ethos, and logos can be very effective, even dangerous, if used properly. PETA pitches a very convincing argument to stay away from meat through these key rhetoric devices.
As said before PETA uses pathos the most in this advertisement, they use this type of rhetoric dominantly because of the strong emotional appeal it can bring. The woman is pretty yet average, she's wearing makeup, earrings, and a bracelet, we, as viewers, can relate to her, we are one of her, human just as she is. Her grotesque position, and the splattered blood show a crime scene, a great act of evil. Add the bar code and price, only 785 dollars, and the doer of this is selling a human life. Who would do such a thing? PETA says you would. They're saying, through the packaging and the price tag, that this act is similar or even the same as killing an animal and selling it.
Of course if PETA only used pathos in this advertisement most of us would just throw this out the window, this demonstration is just as crazy and radical as its maker. Viewers would just say that these vegetarians cant back it up. That's why PETA uses another type of rhetoric called logos. Logos is raw, substantive, information. In this case logos is used on the price tag, it says 55,000,000 killed per year. This little bit of information straitens out many rationalizations, for instance if someone where to say, oh well we don't kill that many animals. Just showing such a large number can be frightening.
Logos can sometimes stand alone but is more effective if used with ethos, a way of using egos, big names and companies, to the advertisement's advantage. I like you is a simple statement but when Miley Cyrus says I like you it's a huge statement, the opinion now becomes a big deal one that the listener will remember. This is precisely why PETA prints the Animal Liberation Victoria stamp of the sticker. Information now is official and educated if it comes from a official and educated organization, I mean they have their own seal.
Pathos, ethos, and logos can be very effective, even dangerous, if used properly. PETA pitches a very convincing argument to stay away from meat through these key rhetoric devices.
