1. Advocates specifically for Abolition (not better treatment)
1.1. Appeal to logic
2. GREENPEACE
2.1. PURPOSE
2.1.1. Educate the public in about environmental issues to get donations / support for environment movement
2.2. STRATEGIES
2.2.1. Logos
2.2.1.1. "According to the UN, we have 12 years to save the climate change catastrophe."
2.2.1.1.1. Appeal to credibility through evidence
2.2.2. Ethos
2.2.2.1. "The work of Greenpeace led to the ban of commercial whaling"
2.2.2.2. "We are an independent organisation and do not accept any funds from corporations or government"
2.2.2.2.1. Appeal to credibility by disassociating from government / big corporations
2.2.3. Pathos
2.2.3.1. "You can save the planet"
2.2.3.1.1. Empowerment for the audience member
2.2.4. Approach
2.2.4.1. Kind and respectful
2.2.4.1.1. Attempt to establish a connection, "I love South Africa"
2.2.5. Framing
2.2.5.1. Urgent
3. ANONYMOUS FOR THE VOICELESS
3.1. PURPOSE
3.1.1. Educate the public about animal exploitation and persuade them become vegan and advocate for abolishment of all animal industries
3.2. STRATEGIES
3.2.1. Pathos
3.2.1.1. Graphic video footage of animals being slaughtered
3.2.1.1.1. Appeal to emotions
3.2.2. Ethos
3.2.2.1. Maintains specific unique aesthetic with Anonymous mask, all black outfits
3.2.2.1.1. Appeal to reputaition
3.2.2.2. Using opening questions to engage in conversation
3.2.2.2.1. "How do these images make you feel?
3.2.2.2.2. "Have you ever seen footage like this before?
3.2.3. Logos
3.2.4. Framing
3.2.4.1. One solution -- Abolotion and Veganism
4. FREE PALESTINE ACTIVISTS
4.1. PURPOSE
4.1.1. "Present the people with facts"
4.1.1.1. Persuade public that Israeli occupation in Palestine is illegal; convince people to follow "BDS" strategy to end occupation
4.2. STRATEGIES
4.2.1. Pathos
4.2.1.1. Images of refugees
4.2.1.1.1. "End Israeli Apartheid"
4.2.1.2. Images of injured Palestinians
4.2.1.2.1. Appeal to emotion
4.2.2. Logos
4.2.2.1. Image of Palestinian loss of land
4.2.2.2. Outlines specific goals of activism
4.2.2.2.1. "1. End occupation. 2. End apartheid. 3. Refugees right of return.”
4.2.2.3. Using historical facts and dates
4.2.3. Ethos
4.2.3.1. "Don't buy into Israeli Apartheid"
4.2.3.1.1. Discrediting opponents