Commercial Deaths

Nowadays commercials to advertise places such as McDonalds, a favorite clothing store,

or amusement parks come up with a variety of things to catch the viewers attention. There has
been commercials involving rapping children, surveys with biased opinions of random people,
and now becoming more popular is animals. However, advertisements that use animals do not
inform viewers on the process and downsides of using an animal in the commercial. In the
March 2013 issue of National Geographic, Jane J. Lee explores the story of a shark dying during
the filming of a Kmart commercial. Lee utilizes ethos and logos to provide supporting details as
to why using the shark was a bad idea, but at the same there was room for improvement within
logos.
To begin with, Lee displays a picture of the shark used in the commercial. The caption
stated that a whistleblower from the set provided the picture to PETA. However, the picture was
the only visual representation used.
To express more reasoning Lee could have
incorporated in depth details on the
commercial. One way could have been a
snippet of any film Kmart had before the
shark died, or even before and after death
behaviors of the shark. With those in the
article it could have gave a better understanding

Fig 1. This is the shark used in the

commercial that died

of

why the shark was even necessary in the first place.

In addition to logos, Lee utilized credible sources to briefly discuss how the death of a
white tipped shark caught the attention of national media. One source she used was the idea of

investigations being sparked by the American Humane Association (AHA). She demonstrates the
role of the American Humane Association by saying that the organization is responsible for
certifying that no animals were harmed in film and television shows which at the same time
gives information about the importance of animal safety. Along with that she provided the wellbeing of the shark before it died. The shark had been shipped many miles from New York to Los
Angeles and the animal started showing signs of stress. That made it easier to argue why more
precautions had not been taken to care for the shark and even possibly save it from death.
Further into the article Lee begins to include views of other people and organizations
about the death of the shark. One view was from PETA, People of Ethical Treatment of Animals,
who made it known that they were saddened by this event. A more in depth view was from a
PETA primatologist, Julia Galluci, who stated that the shark should have never been used, in
part because of the animals sensitive natures. Her statement gave reasoning to why ensuring
safety of animals can be challenging. Lee then went on to link Gallucis opinions to others who
had agreed with her such as the vice president of husbandry at the Long Beach Aquarium of the
Pacific, Perry Hampton.
Jane Lees use of ethos and logos explains the general reasons why animal safety is
important when used as a prop and was exemplified with the death of the commercial shark.
Although logos could have been used more, Lees usage of facts and outside sources makes a
reader want to look more into the story plus more.

Works Cited
Lee, Jane J. Shark Dies During Kmart Commercial Filming. National Geographic News. 9 Mar. 2013.
Web. 2 10 Oct. 2014. < http://news.nationalgeographic.com/news/2013/13/130319-shark-dieskmart-commercial-animals-science/