Advertising is a type of marketing communication that encourages or manipulate an audience to take or continue to take action. The advertisement above is for PETA (people for the ethical treatment of animals). The advertisement is trying to express the fact that wearing furs shows that you support cruelty against animals by buying into it. The advertisement shows P!NK a famous singer claiming that she would rather go naked than wear fur which she is also displaying. This ad can be identified as classical conditioning. It’s rhetorical appeals are, pathos and ethos. The emotion of the advertisement falls either under the emotion of love or anger.
Classical conditioning is a theory created by Ivan Pavlov. It means associating two things together. For example when you think of the object it will relate back to the advertisement so you will associate it with that advertisement. This ad is classical conditioning because it is associating P!NK with the ethical treatment of animals. When you think of furs it’ll remind you it’s wrong because you will think of this celebrity who stated it was wrong through actions and words.
The rhetorical appeals, a theory created by Greek philosopher Aristotle, are; ethos, pathos and logos. The rhetorical appeals shown in the advertisement above are; ethos and pathos. Pathos means to persuade one by using the appeal of the reader’s emotions. Emotional appeal can effectively be used to enhance an argument. Animal rights is always a sensitive topic that gets people really thinking deeply. It creates feelings in people of love for the animals and anger towards the people inflicting pain. Sadness is also an emotion that is felt often with animals. Making people feel guilty with sad eyed puppies who are being tested on so you can use things like Mr. Clean safely.
I would say that this advertisement is quite effective. It has a well known public figure backing up their cause, an emotional feel to it and it’s a clever way of getting the message of fur cruelty out into the world. Another point to make is that there are tons of other PETA advertisements just like this one with other celebrities using the same phrase. If the advertisement wasn’t effective they would not have invested in all those ads after the first couple. Seeing a familiar face makes people feel comfortable. Which is another reason why it was effective. The main target audience that the advertisement is made for is not for a particular percentage of people it covers the general public.
In conclusion, The advertisement made by PETA is successful in proving its point. when you’re thinking about buying those rabbit earmuffs the ad encourages people to think about the animal instead of the latest fashion trend. The statement “I’d rather go naked than wear fur” is bold and is also being performed in the image. It follows the Pavlov theory of classical conditioning by thought and association.
Classical conditioning is a theory created by Ivan Pavlov. It means associating two things together. For example when you think of the object it will relate back to the advertisement so you will associate it with that advertisement. This ad is classical conditioning because it is associating P!NK with the ethical treatment of animals. When you think of furs it’ll remind you it’s wrong because you will think of this celebrity who stated it was wrong through actions and words.
The rhetorical appeals, a theory created by Greek philosopher Aristotle, are; ethos, pathos and logos. The rhetorical appeals shown in the advertisement above are; ethos and pathos. Pathos means to persuade one by using the appeal of the reader’s emotions. Emotional appeal can effectively be used to enhance an argument. Animal rights is always a sensitive topic that gets people really thinking deeply. It creates feelings in people of love for the animals and anger towards the people inflicting pain. Sadness is also an emotion that is felt often with animals. Making people feel guilty with sad eyed puppies who are being tested on so you can use things like Mr. Clean safely.
I would say that this advertisement is quite effective. It has a well known public figure backing up their cause, an emotional feel to it and it’s a clever way of getting the message of fur cruelty out into the world. Another point to make is that there are tons of other PETA advertisements just like this one with other celebrities using the same phrase. If the advertisement wasn’t effective they would not have invested in all those ads after the first couple. Seeing a familiar face makes people feel comfortable. Which is another reason why it was effective. The main target audience that the advertisement is made for is not for a particular percentage of people it covers the general public.
In conclusion, The advertisement made by PETA is successful in proving its point. when you’re thinking about buying those rabbit earmuffs the ad encourages people to think about the animal instead of the latest fashion trend. The statement “I’d rather go naked than wear fur” is bold and is also being performed in the image. It follows the Pavlov theory of classical conditioning by thought and association.