Rhetoric Video Analysis

RHET: 1030: 0039

Fur is always a controversial issue in fashion because it is an area where beauty and ethic converge. As more and more people have the ability to afford the cost of fur clothing, fur has become a more important element in the fashion world. According to New York Times, fur clothing first appeared in 1996, but in only two decades, the use of fur tremendously increased – in 2015, 73% of the fashion show in New York contained fur elements. Furthermore, compared to 2014, the fur outwear products increased by 74% in 2015 (Alex Williams, 2015). The dramatic increased demand for animal fur aggregates the burden in fur farms; most importantly, it led to more animals’ having a miserable fate. Based on the data from the ICA website, there are approximately 50 million animals raised on fur farms around the world (ICA), in other words, 50 million animals are being killed every year in order to fulfill the human’s need for beauty. Seeing this horrible data, PETA published an anti-animal fur commercial video – “If the World Was Ruled by Animals.” Through the commercial in which animals assume the role of humans, viewers can identify with animals and develop a sense of empathy with them. Despite this emotional appeal, the commercial might not persuade many because it lacks common sense, displays PETA’s questionable credibility, and uses sounds and visuals that send a confusing message.

PETA’s commercial has very creative setting; however, even though the setting can catch people’s attention quickly, it is actually violating human’s common sense which may stimulate people’s resistance and lead to a contrary result. The video begins in a fashion show held by the animals and the clothes worn by the animals are made of the human’s skin. After the fashion show, the screen turns to the background where many humans are locked in the cage and a little girl looking at you with sadness and despair. Using this setting, PETA is trying to use the argument by emotion; they...