Visual Rhetoric - Logos, Mythos & Pathos

(Schultz, n.d., Sacramento SPCA)

This SPCA advertisement really caught my attention. Who doesn’t recognize the cartoon house of Snoopy, the Peanuts character by the American cartoonist Charles M. Schulz? Most everyone has grown up reading the comic strips of Mr. Schulz and/or watching TV specials of the antics of Charlie Brown and his dog, Snoopy. Snoopy was a beagle, which has been and still is a popular breed. The slogan, “It’s not the same without a pet.” along with Snoopy’s house without Snoopy perched on top, is impactful. The target audience would be current and potential pet owners.

In contrast, image of Snoopy on his doghouse (Schultz, n.d.)

It is my opinion that this is an example of several rhetorical strategies. It is logos because of the slogan. The slogan addresses our intellect and causes pause. It is also mythos because of our connection with the community. SPCA (Society for the Prevention of Cruelty to Animals) is an animal welfare organization whose operations include protecting and providing shelter to animals in danger. SPCAs are non-profit organizations that campaign for animal welfare and take in abused or abandoned animals, and help them to get adopted. I also feel this is an example of pathos because it addresses our emotions for all the reasons stated above.

For me, this image is quite effective. I volunteer at my local SPCA, so the affiliation with my community SPCA tugs at my emotions. This advertisement actually saddens me because of my recent loss of Gracie, who was a rescued dog; along with the slogan and the empty doghouse (Snoopy missing in the cartoon). My house is empty with the loss of my dog, Gracie. It is a great connection to pull a familiar image with a missing piece and literally indicate that it’s not the same without a pet.

Schulz, C. (n.d.). Image of empty doghouse. SPCA (Sacramento, CA). Retrieved November 22, 2009 from

http://3.bp.blogspot.com/_dzaDfznKkaM/SoJPx5lvsmI/AAAAAAAABf0/fMK7baC_QNE/s320/Snoopy.gif

Schulz, C. (n.d.). Image of Snoopy and his dog house. Retrieved November 28, 2009 from http://www.mybizpro.net/i/snoopy.jpg