I chose a commercial advertisement from the Salvation Army titled: “Amazing Grace”. This particular commercial provides a very persuasive tone to the audience and informs them of a good cause. It originally aired in 2009, during an ABC Sunday News edition. The Salvation Army is a Christian organization known for it’s philanthropy and charity work all over the world. They are well known for their thrift stores, which raise money by selling donated, used items. They use a portion of this money to provide free rehabilitation for alcohol and drug abuses.
This advertisement begins by showing snippets of multiple people of all ethnicities and ages reciting the lyrics of Amazing Grace in various settings. Each individual personalizes the lyrics by briefly stating emotions they felt while addicted. Their expressions are very sad and unhappy. However they state after the Salvation Army rehabilitated them, they personalize the lyrics again by announcing how the Salvation Army has made an important impact on their lives through stating positive and emotional words. The advertisement closes by making a statement that the Salvation Army has changed lives through the goods donated by individuals. It then provides a number and website for more information along with a picture of the Salvation Army emblem.
This advertisement is intended to reach out to addicts, customers, and supporters of the Salvation Army. This commercial reaches out to addicts because the Salvation Army offers rehabilitation services through the money made through the thrift store. Additionally, the ad reaches to customers who purchase items at the thrift stores which in turn funds the rehabilitation program. Finally the advertisement is also intended for supports who provide the donated items to the thrift store.
The ad uses the most recognizable songs “Amazing Grace,” which is a Christian Hymn, a message about forgiveness and redemption regardless of the sins people commit. This song is relatable to thousands of people because it is about humanities ability to transform themselves. In this case it is drug addicts becoming sober. In this advertisement there is also a cause and effect relationship that establishes a logical relationship or logos. An example of this is demonstrated by the people in this commercial stating once they were addicted, and now they are sober.
The advertisement appeals to ethos because people are familiar with the Salvation Army because they’ve been around since the 1800’s. It also is attached to religion, and most people believe religious people have good character qualities and desire to help those in need. Pathos is used in this commercial by creating an emotional appeal using individual stories to create a moving picture for the audience. This is expressed both verbally and nonverbally by individuals in the commercial.
In conclusion, the organization is using the individuals’ misfortune to make the audience want to help them. The audience is affected by the words and actions of the people in the advertisement. Essentially, pulling at their heartstrings. Which builds a strong argument about health as it relates to those with addictions.
Rhetoric of Health: A blog created and maintained by students at the University of Texas.
This commercial does a good job of connecting with the audience. "Amazing Grace" is a song that I would think most americans know, allowing the audience to recognize the passion and feeling that the salvation army is trying to convey. The audience may even remember the commercial after it is over because they are familiar with the song. What I think the commercial lacks is more explanation as to how the salvation army helped the people in the video. This method may be positive in that it may leave people curious, therefore they go to the salvation website; or this could cause the audience to lose focus.
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