Websites exist not only to give information to the public, but also to appeal to the audience and make them want to take action. Websites use rhetorical appeals (ethos, pathos, and logos) in order to capture the attention of the audience. Ethos gives the author credibility and allows the audience to feel confident in what they are reading. The author can use this by giving numbers, keeping the website up-to-date, and correct grammar. Pathos appeals to the reader’s emotions by giving them pictures, success stories from other readers, and vivid use of emotional language.
Logos gives the reader consistency by giving facts, citations, and evidence of reasoning. The Humane Society of El Paso uses these techniques in their website in order to push the audience to volunteer, adopt or donate. Humane Society of El Paso presents their project with character, transparency, professionalism, and confidence. This organization starts building confidence on their homepage by stating they run without control and support of any governmental institution. Since sometimes government policies towards animal control are not the best, it pushes the audience to think they are different.
They also say what pro-live animal activist want to hear “NO-KILL animal shelter”, it makes audience completely have a good confidence on the place. Then, they continue showing off professionalism on each tab on their website by having detailed information. For example, in the adopt tab, they display dogs and cats available, their profile, adoption promotions, adoption fees and processes, questions to consider before adopting, and the most important: feedback from recent adopters and their story with their pets after dopting.
Also, in the “Foster, volunteer, and services” Tabs, they show the audience information and processes you may know before fostering an animal, before becoming a volunteer, and before contracting services such as microchips, Pet cremation, and before surrounding your pet. Which, everything together makes the audience really see this organization professional. Finally, their character and transparency is illustrated by their story, stats and the organization expenses.
They proclaim themselves as the oldest and largest NO-KILL animal shelter in the city and the county of El Paso, which makes us admire them. Stats, as unwanted pets taken on 2015 and pets found a home, exhibit they really make an effort on what they are doing. And, their annual report of expenses as well as their tax return, completely manifest their transparency. The Humane Society of El Paso uses the pathos appeal on their website in many ways. On their homepage, you immediately see the faces of animals needing homes, along with links to adopt, foster and volunteer.
In large letters, they explain to the audience how they are a nokill shelter dedicated to giving better lives to animals. This appeals to the reader in an emotional way. When one clicks on one of their links (adopt, volunteer, or foster) they are given more pictures of animals in need of help and wording in big bold red letters telling them exactly what they want them to do. Bright colors are present throughout the website. They also use emotional narratives such as success stories of animals who have been adopted into good homes.
The Humane Society appeals to the loyalty and values of the audience using all of these techniques. When exiting the website, one is left with a sense of emotional impact and willingness to do something to help. The homepage of El Paso Humane Society exhibits a tremendous logic and coherence converting the website a friendly, professional page to navigate and look for information. The web page displays several sections with the purpose to highlight the facts of this organization; such as, the anecdotes from various people who either saved an animal and took it to he shelter or from people who adopted a new family member.
This logical format and information supports the goal of convincing the reader by illustrating real life cases. Furthermore, the website also possesses a portion that highlights statistical relevant to the amount of animals rescued. It shows the amazing number of 3320 pets were rescued last year, additionally a quantity of 3350 of them found a home. This critical data is a strong model for the rhetorical appeal of “logos”.
Alternatively, more data are shown: such as, the number of volunteers and volunteer hours practiced within the organization by all kinds of individuals with a large variety of professional backgrounds. As well, this site reveals the approximate cost of daily maintenance and care for each dog or cat. Based on the concrete material presented and its consistency, it pushes the reader to understand the goal of El Paso Humane Society of making a difference in the life of these unfortunate souls. In conclusion, ethos, pathos and logos by representing feelings, logic, and ethic, character are well represented throughout the HSEP website.
The objective of successfully persuade the reader evoking deep feelings and emotions is accomplished by using visual complements. Visual aids as pragmatic photographs and an enhanced professional website are strong an inducement aspect. Additionally, the webpage satisfied the purpose of Logos. The direct visualization of facts and relevant numbers of the association. Besides, the facts, correct grammar, and professional style give a profound sense of credibility to the page denoting the appeal of Ethos.
