Every rhetorical argument has four requirements; exigence, rhetor, audience, and constraints. Rhetorical situations are situations where the presenter, also known as the rhetor identifies a problem, the exigence, to audiences and uses rhetorical persuasive techniques like ethos, pathos, and logos to convince them take their point of view. Exigence is defined as an “imperfection marked by urgency; it is a defect, an obstacle, something waiting to be done, a thing which is other than it should be.” The exigence is supposed to help the audience understand what the rhetor is trying to accomplish. The rhetor in this commercial is the ISPCC, the Irish Society for the Prevention of Cruelty to Children. They use a child to deliver their message while he is being beat by his father. The message is titled "I Can't Wait". It goes like this,
"I can’t wait till I grow up. I have the right to be happy, to be kept safe, to be kept warm, to feel loved to be listened to, to be heard, to never ever ever cower, or tremble or shake, or have my innocence punched, or kicked or screamed away. I’ll fight for the rights of children like me who don’t have a childhood. I can’t wait until I grow up."
Then the commercial ends with a narrator's voice: "join the fight for children's rights." The exigence of the commercial is child abuse. While child abuse is illegal it remains a major issue. The problem is that family rights outweigh the individual rights of children. Children can't apply for protection support without parental consent. Which is completely idiotic. What abusive parent is going to grant their child protection support so they can get arrested? The main audience this commercial targets is registered voters in Ireland. The ISPCC's goal is to get their message out and convince people to change the laws concerned with child abuse. Though, they are not the only audience. If it were up to the ISPCC everybody in the world would have to watch their commercial. The more people aware of the situation the more support and donations they would receive. This commercial could also give hope to mistreated children. Constraints are the limiting factors that affect the way the message is delivered to the audience. Constraints can include language, facts, the intelligence, beliefs, and prejudices of the audience and anything else that could limit the effectiveness of the message. A constraint of this commercial is the ISPCC cannot force people to watch it; only a certain number of people will ever see it. People who don’t watch television will not see it. Also this commercial is probably only viewed in Ireland. Another constraint is that there is no suggested solution. The rhetor has to rely on the audience to take actions and make the changes. Most people who see this image would be moved and feel sympathy, some people might express their thoughts, but very few people will actually do something.
This commercial uses pathos, ethos, and logos to convince its audiences to join their cause. Pathos refers to the emotional and the imaginative effect a message has on its audience, which moves the audience to decision or action. The most common way of using pathos is through narrative. Narrative can turn a logical abstraction into something you can actually feel. The audience is meant to feel what the rhetor feels and understand the suffering of the abused. Pathos is most effective when the rhetor connects with values of the audience. This commercial exploits pathos by showing the audience the abuse the child suffers, while they hear the plead in his voice. The boy who should be loved by his father receives nothing but neglect and abuse. The audience is meant to feel sympathy for the boy and any other abused child and want to offer their support and join the cause. Ethos uses tone, style, and language to convince the audience of the good character of the rhetor or speaker. The logic behind ethos is people tend to believe people whom they respect. The child in this commercial speaks to the audience throughout the commercial, while being beaten. His tone is sad and dejected. Half the commercial he is staring at the floor as if he had done something wrong. The audience takes in the child’s body language and voice and it makes them listen to the child and want them to join the cause. Logos is the persuasive technique by the use of reason. Logos presents the message in a logical, effective manner using supporting evidence to back up its point of view. The demands the child makes in this commercial are simple and are ones that children should not have to ask for. Audiences realize the necessity to change the abuse some children receive from their parents.
After watching this commercial I felt very sorry for the child and others like him, but it did not affect me to the point where I would actually try and make a difference. Child abuse is one of those issues that you would rather not think about, so you must be forced to think about. This commercial really puts it right in your face. There is no ignoring it. I think this is the right way to tackle this issue. If you don’t throw it in people’s faces they aren’t going to notice. Even if you just say something about the issue it would not be enough to have any actual effect. People need to see the abuse before they will let it affect them. The ISPCC’s main goal in this commercial is to give children the right to seek the protection they need. It is a simple demand and it should be granted. I find it hard to believe that the ISPCC even has to advertise for something as necessary as this. You would think the only people who would be opposed would be abusive parents and guardians, who should only make up a very small percentage. The most shocking thing about this commercial was that it was banned in Ireland for being gender bias. This is how important issues like this one never achieve a solution. Talk about missing the big picture. The commercial never even shows the face of the man beating the child because he is not important. Abuse is in the mind of the receiver. Sometimes children are beat by men, other times they are beat by women, it’s really the same issue. Gender biases show up in commercials all the time, but you rarely hear of a commercial being pulled because of it. Whenever a cleaning product is advertised you always see a woman using it. And whenever there’s a commercial about a truck it’s always a man driving it. In reality, an anti-child abuse commercial has about as much of a chance at stopping child abuse as an anti-smoking ad has at ending smoking.