A first look at this image provokes the emotions of ... · A first look at this image provokes the emotions of sadness, pity, disgust, and surprise. It really depends on the viewer

A first look at this image provokes the emotions of sadness, pity, disgust, and surprise. It really depends on the viewer to see how pow-erful these emotions may manifest themselves, as in, how high the viewer holds animals like tigers and elephants. The makers of the ad likely wanted readers to primarily feel the emotions of pity and sadness towards this situation. We generally relate to tigers as noble, elegant, and almost regal, but in this image, the tiger is laying sadly and helplessly in the open. With the image being black and white, the contrast from harsh light to gloomy gray is emphasized. We miss all of the rich colors of the tiger, and all of this contributes to the dreariness and feelings of helplessness in the picture. All the emotions that we would (or should?) feel towards a helpless and homeless person, like pity and sadness, are applicable to this ad. The element of surprise comes as we see the tiger take the place of a homeless person.

t states in four succinct words: “mindless deforestation wrecks homes.” The message is clear: human deforestation destroys the natural environments of wild animals. However, the authors use powerful and emotional words to evoke more out of the viewer. The advertise-ment urges the viewer to do something to help the tiger. Obviously, it’s not a real situation, and even if it was, you couldn’t physically go to the place to help the tiger. The only logical behavior left is surely what the authors of the ad intended: to support their cause of wildlife preservation through the donation of money. Other than the phrase at the bottom, there isn’t any additional text on the ad, but the brand and logo of WWF are in the top left corner. The everyday viewer doesn’t have a direct hand or influence in deforestation, so it’s clear that donation is the simplest path to supporting the cause.

However, as I was thinking about this ad and looking at it more in depth, I was hit with another level of sadness and disappointment. Our inter-pretation is that such a noble animal like a tiger doesn’t deserve to live in abject poverty and humiliating circumstances like we can see above, but what about a human being? As I said before, the emotional potency of this ad depends on how the viewer values animals. The ad includes an element of surprise because of the tiger in an uncommon habitat, but generally, we are desensitized to the plight of homeless people. Like the people passing by the tiger in the ad, we would likely pass by this ad if it was a typical homeless person in this situation and not a tiger.

As for Aristotle’s stereotypical types, this advertisement doesn’t really appeal directly to any age group or even any certain class. It could be argued that young people who are quickly passionate and believe in goodness fit the mold of who this advertisement might appeal to, according to Aristotle. The anger and passion of this image, if strong enough, could spur a young person to take up the cause of wildlife preservation in a radical way. Of course, more generally, the WWF would prefer that the advertisement moves wealthy people to donate to their cause, but noth-ing in the ad is particularly targeting wealthy people. As with most all of the WWF advertisements, they hope to target people who have high regard towards animals and their conditions, and who want to make a change through their advocacy and donation.

In general, this advertisement is memorable because of the surprise factor of seeing a wild animal in a position of humiliation and homelessness. We should feel sadness and disgust towards this situation, and therefore the advertisers from the WWF were successful in arguing their point. The advertising campaign of animals in decrepit homeless environments has an effective pathetic appeal.

This Chinese anti-smoking advertisement uses fear as a deterrent, and it’s not alone. Since the advertising landscape is al-ready so cluttered, it can be hard for health-related ads to make an impact. Many health organizations use fear tactics in order to scare people into taking action. The CDC employed such a strategy for its “Tips from Former Smokers” campaign, and it soon had twice the number of calls coming in to its toll-free hotline and triple the amount of traffic on its website. Striking the right balance can be tricky, though. For it to be successful, the alarm stimulated has to be strong enough to motivate a change in conduct.

In my opinion this is a very powerful design because it shows that when ever you smoke you are affect little kid around you. This is also disturb-ing image showing a toddler being suffocated by secondhand smoke, represented as a plastic bag; which in my opinion is very clever. The text under the image reads, “Smoking isn’t just suicide, it’s murder.” Although the text may be a bit exaggerated and could easily turn people off, the image itself is quite powerful. The ad was created by Draft FCB + IDB for the Chilean Corporation Against Cancer.All in all, it’s clear that creative, well-balanced anti-smoking ads can have a positive impact by increasing the number of people trying to quit, motivating young people to steer clear of the tobacco industry’s products, and changing social norms. What i like about this image is the use of the black background because it really help the main image be the focus point of the poster.

This California Department of Public Health campaign specifically targets the state’s Spanish-speaking populace, with the text in this particular advertisement translating as “Escape now!” The ad was created by Los Angeles agency Acento as part of a program that’s been running for over two decades. From 1990 to 2009, the California Department of Public Health’s advertisements helped decrease the adult smoking rate by 42 percent. And the number of smokers who no longer smoke every day doubled between 1992 and 2008. According to Matthew Creamer, of Advertising Age, when the amount of anti-smoking campaigns decreases, so do the number of smokers trying to quit. In my opinion this is a striking poster because of how it shows the people who are smoking are traped inside it and have a horrifying expression, as it look like they want to escape it. Even though this poster isn’t very effective because i belive this poster is over the top and doesn’t really community with the target audience in my belief.

I can tell that this poster was created in photoshop using two images, also this is a really posterful image showing that you can influence your own kid to start smoking. The girl’s disproportionately large right arm in this UK advertisement is creepy and disturbing in my opinion. London agency Chi & Partners created the ad in 2008 for The Roy Castle Lung Cancer Foundation. Prevention is one of the organization’s main goals – and this means both keeping young people from starting smoking and assisting smokers with kicking the habit.Health economist Sherry Emery suspects that health campaigns work better when they present a lot of different information. However, a study has found that ads that present disturbing and fear-inducing messages at the same time are not effec-tive; instead, it’s better to focus on one or the other in a single advertisement.

In July 2005, ads like this appeared on TV channels, radio and billboards across the UK. The campaign was specifically created to target young people, who are less inspired to change their behavior because of health risks. The campaign was based on the fact that young people are more likely to be mo-tivated by fears related to their sex appeal and fertility. According to the BBC, the results of one survey indicated that 50 percent of smokers would quit if it meant it would make them more attractive to the opposite sex. This makes the message above even more potent.

To describe this picture, as previously mention the sense of urgency of this ad is almost unbearable. Its main claim is that smoking will eventually kill you. At the bottom of the photo is says “Every breath you take will eventually destroy your fu-ture”. The rest of the photo on the left side is a lit lighter and it shows a roll of cigarettes that are supposed to represent dynamite sticks. Then behind the cigarettes is a ticking clock and there is a wick connecting the two. Just like every smok-ing ad you will ever see this one is very dramatic. There are a few things that is does well and few that don’t make sense. It does bring that sense of urgency which this sense of urgency is there for two reasons first; the lighter about to light the wick, second; is the clock behind the buddle of cigarettes. There is an issue with that; the clock is there to make it seem like the cigarettes is a ticking time bomb. This is another great example of how these cigarette ads don’t have to use logos. It is there purpose to be dramatic.

This ad cause people to act instead of just scaring them, most other anti-smoking ads just try to scare people or make people uncomfortable most do this while throwing in a statistic that goes along with the point they are trying to make. Not a lot of ads have the sense of urgency like this one does. There are two reasons this sense of urgency is there. It goes back to the lighter and the clock. The lighter is lit, even though it is a photo you can tell the lighter is moving closer to the wick conveying a message that time is short. The other aspect that is making this ad urgent is the clock that is placed behind the bundle of cigarettes/dynamite sticks. Clocks or timers no matter what ad or photo, clocks are there to show that time is moving even though it is a still picture. There is always one thing that doesn’t stop, and its time.

This ad is very dramatic, like I explained before cigarette ads have this ability to be a dramatic as they want and it doesn’t have to be logical. One aspect of this picture I find very dramatic and somewhat illogical is having a lighter and timer together. Just to prove my point below is a picture of a time bomb and stick of dynamite. They don’t have both a wick and a timer. They have one or the other. If you have a timer on a bomb you don’t need a lighter. And if you have a lighter to light your bomb you don’t need a timer. This shows that the ad above is going along with the anti smoking ad trend of being very dramatic. At the same time this is what makes this ad effective It would not be as dramatic if only the timer was there by itself, having both in the photo just ads that much more to the drama of the.

In conclusion this entire ad is very effective. It brings a sense of urgency which can cause people to act on their feelings. Most other cigarette ads just make people feel uncomfortable or shameful for smoking. Anti smoking ads have gone through a lot of changes over the years, but what they are today is very interesting. They don’t need a lot of statistic and they don’t need to be very logical. This is because all the statistics and evidence are implied. They don’t need to state all the diseases that come from smoking all of that is common knowledge these days. It went from convincing people that cigarettes are bad for your health to convincing people that they need to quit smoking. Which has put these ad campaigns it a unique situation. They get to use pathos more than other ads or photo or arguments get too. These ads and this ad is almost all pathos ap-pealing to the emotional side of people’s minds. Most arguments that use too much pathos fall apart and become less cred-ible. But cigarette ads don’t have to follow that guideline they can be as dramatic as they want because the public already knows the dangers.

This ad may also have an effect on any adult who smokes, whether they have children or not. This is because most adults are around children at one point or another. If a friend or family member of a current smoker sees this ad they may pressure that person to quit the habit by informing them of the bad effects smoking has not only on their own personal health, but also the well being of others. Another possible audience of this visual argument may be the children of parents who smoke. If a child sees this advertisement it would more than likely scare them. This may cause that child to pressure an adult in their life to quit smoking. In this campaign there is a rhetorical team that works together to create the discourse. The rhetors may be the corporation that sponsored the making of the ad and similar ads, the advertising agency hired by that corpo-ration that designed the advertisement, the creative director of the campaign, the photographer of the image, the little girl modeling, in addition to many other or many other things. In the right hand corner you can see that the campaign if funded by the Child Health Foundation. This organization is be one of the rhetors. All of these people act as a rhetorical team that is trying to reach their goal of reducing the amount of cigarette smokers in America. Together, they create the discourse of the advertisement.

Another appeal used in this advertisement is ethos. When appealing to ones ethos, the author aims to demonstrate their reliability, competence, and respect for the audience’s ideas and values through reliable and appropriate use of support and general accuracy. The use of the Child Health Foundation logo at the bottom of the advertisement adds ethos to the visual argument because it demonstrates reliability, assuming that the Child Health Foundation is a credible organization. Although there is only one short sentence in the ad, it still uses correct grammar and vocabulary that can be understood by the audience, which helps to develop ethos within the campaign.

In my opinion the advertisement is very successful in trying to appeal to the readers’ emotions. When I first saw the ad I immediately felt saddened. I was reminded about how dangerous smoking is and I felt compelled to remind people I know who smoke to stop. I believe that outside of its constraints this advertisement is achieving exactly what it aims to. This said, I think that the advertisement would be more successful with the use of logos. Even just one statistic would add to the argument without taking away its simplicity. This ad appeals to its audience fairly well and overall I believe it was successful.

This anti-smoking advertisement is powerful and creative, with an attention-grabbing twist on most suicide and anti-smoking ads. It was created in 2008 by Bucharest-based Romanian advertising agency Mercury 360.Although gauging the impact of advertising on smoking rates can’t be isolated from oth-er factors that may have an influence – like smoke-free public areas and high tax rates on cigarettes – research still suggests that anti-smoking ads truly make a difference. Health economist Sherry Emery analysed the impact of advertisements and found that “higher lev-els of exposure to the state media campaigns were associated with less smoking and more anti-smoking attitudes and beliefs.” In my opinion this is a really powerful image because of how the image was adjusted, you can tell that he hanged him self because of the fallen chair on the background. The image also is consistent to the slogan; i believe that this image was used purely by making the person jump facing upward to making the model look like he hanged him self, also the smoke effect from the cigarette was made in Photoshop to make it seem as if it was a rope. This image also looked as if it was made more traditional, then Used digital to make it look dark and give it that finishing touch to it to make it more Profes-sional.

Images like this used in this America’s Next Top Model advertisement can have a great impact. As one young girl put it, “All I knew before was that you could get cancer from it. I didn’t know you could get very ugly.” Yet while highlighting the breadth of the dam-age that smoking can do is effective, some such ads can backfire. Researchers Hye-Jin Paek and Albert Gunther conducted a survey involving students from four separate middle schools and discovered that the more often the children saw anti-smoking adver-tisements, the more likely they were to pick up the habit. In my opinion this is a great poster because you can tell the outcome of what will happen if you keep on smoking on the mirror. It is basically foreshadowing what will happen to the people who smoke in the future. The target audience is more for the female gender because now days a lot of young girls start smoking without realise they are harming their body. In this image you can see a model smoking in front of the mirror, while her reflection is basically her get-ting cancer, as she is bold and sad expression on her face.

I believe that this advertisement from the Abbe Pierre Foundation exhibits an argument. The obvious claim of the photo is that something needs to be done to help people who cannot afford heating. The text, “8 million people suffer from the cold because they don’t have the means to heat their homes. ACT!” exhibits this claim clearly. The reason exhibited by the pho-to to help is that people are suffering. The picture of the loving elderly couple is an appeal to compassion, as well. The actors in the photo have to huddle together for warmth in order to bear the bitter cold: “Love keeps people close. Cold keeps them even closer.” Another reason provided by the photo to help is the obvious poverty of the couple. The wallpaper on their walls is peeling and stained, and they sit on what appears to be a small, humble love-seat, while wrapped in a thin blanket.

The Abbe Pierre Foundation is a French, philanthropic organization that strives to increase the living conditions and safety standards of low-income housing. Clearly, the Abbe Pierre Founda-tion is using this photo to express the claim that people need to act to help those in poverty heat their homes. More specifically, the foundation is using this photo to motivate their audi-ence (“ACT!”) to either donate to the foundation or to volunteer to help people. The intend-ed audience is most likely French citizens with the means to donate to charity. This audience surely has the cognitive capacity to absorb the message as well as the means to react to it. All in all, this message from the Abbe Pierre Foundation is definitely aimed at convincing this audi-ence to loosen their purse strings for a good cause.

The well-executed advertisement pictured above is both artistic and chilling. The ad was created for Brazilian organization Associação de Defesa da Saúde do Fumante (ADESF), an entity dedicated to communicating the adverse effects of smoking. It was designed by Brazilian ad agency Neogama BBH in 2008; but do advertisements like this work?Well, some alarming ads could lead people to avoid the source of the fear (the fright-ening ad) rather than the actual threat (smoking). With this in mind, a key factor for success is ensuring that the advertisement offers effective and easy response options. CDC’s anti-smoking campaign, for example, encouraged people to call the organization’s quit-smoking hotline.

This powerful ad was created in 2009 by Canadian advertising agency Bleublancrouge for the Cancer Patients Aid Association. The Ad Week blog points out that it is even more effective because of the small details it includes, such as lip gloss on the cup. The ad suggests that even when all else fails, the smoker is still a slave to their habit – a message reinforced by the statement, “Cigarettes smoke people.” Still, although it’s impactful and creative, the ad would perhaps be more effective if it offered smokers some kind of step to take in order to quit.

This ad literally depicts a beautiful safari nature scene, with a stack of coins taking the shape of a giraffe. The makers of this ad wanted to create a beautiful and ideal nature scene to remind the viewer of the precious gift that the natural world is. When first glancing through a magazine or skimming a website the audience might see the giraffe as just that, a giraffe, not a stack of coins. However, when you look closer at the ad you can see that the giraffe is artificially made. Each stack of coins creates lines- lines that take the shape of legs, torso, long neck and head of a giraffe. This is a basic design element, using one thing(coins) to create the illusion of another thing (a giraffe). When we view an image we are only seeing what we perceive to be reality, there is not really a giraffe on the page, it is a stack of coins. Yet, the viewer perceives coins as taking the shape of a giraffe.

There is a slight contrast between the shiny, metallic coins that make up the giraffe and the natural landscape in the back-ground. In my opinion I can see a positive and negative effect of having only a just slight contrast between giraffe and nature scene. On the one hand, stronger contrast between the giraffe and the background would have made it easier for the viewer at first glance to see that the giraffe was made of coins. This contrast could have been achieved by eliminating the clouds in the sky to create a clear blue background contrasting with the coppers and silver of the coin made giraffe. However I also be-lieve that the ad’s lack of contrast between the giraffe and nature scene make the message more powerful. By incorporating the giraffe into the nature scene it looks like it belongs there, like it was just caught in the wild by the WWF cameras. If the coins looked more artificial it would go against the doctrine of the WWF- to protect wildlife from man-made environments.

The audience for this advertisement is anyone browsing the internet or a magazine. WWF ads are most likely seen in magazines such as Natural Geographic and websites that environmentalists may visit. The target audience is environmentalist and animal activists, but anyone is capable of donating to this organization. With the included words “Save the world with a few coins,” you get the impression that the WWF is not asking for much money. They understand that most people do not donate to charities, however they are seeking to tell the audience that it doesn’t take much money to make a difference. No one likes being told to give up their money. American’s are fiercely protective of their money and the general public doesn’t like beggars. The attitude of WWF is that a few coins will not inconvenience anyone; it is easy to donate, so why wouldn’t you?

Overall I think this ad is effective because it clearly communicates its message- that donating a small amount of money to the WWF will save the world, and save this giraffe. The viewer’s attention is grabbed by the ad because it is a beautiful piece of photography; the sky is captivating and the landscape depicts an ideal nature scene. Then the viewer notices that the giraffe is made of stacks of coins, reads the caption and understands that they can preserve beautiful nature scenes like the one depicted with only a small donation.

In this advertisement by the WWF has a deer on it, but this deer is not just an ordinary deer. This deer is made out of garbage that people throw out that harms wildlife. This makes an emotional picture for those who love and care for nature. People who look at this photo start to feel sorry for the wildlife and most certainly for this deer. This deer in the advertisement makes people rethink their choice of food.

Also on the advertisement we see a text that reads, “Rubbish can be recycled. Nature cannot.”(WWF). This means that the more gar-bage we have because of not recycling the less wildlife we will have. This includes homes for our beloved deer’s. A great example of this is the abuse of paper materials and the amount of forests we cut down each year to supply us with an abundance of paper products. Paper is also recyclable, which gives us no excuse to fill our landfills and destroy homes for so many deer’s. Small steps to prevent this phenomenon can be the difference between saving our wildlife and ruining it.

On the Advertisement at the bottom we see a panda with the abbreviation for World Wildlife Fund underneath it, along with their slogan “for a living planet” (WWF). This gives another Pathos approach because there is another living animal we all love and care about. The WWF is a well-known activists group that draws much attention with their logo. This itself allows the photo to speak its own truth be-cause they are so closely related. The reader is not confused about the message that is being conveyed through this advertisement.

When looking at the advertisement we can also note the background as being dark cloudy and dusty. This can give the audiences a sense of what our skies will look like if we keep polluting and not recycling our garbage. It also established a vicious circle between man, animal and waste. We affect each other in an indirect manner and without this advertisement we would continue to complete this cycle.

This advertisement uses a pathos approach to pull on the emotions of the readers. People love nature and the wildlife and do not like to see any harm done to them. With this advertisement people are able to realize the effect their garbage is having on living things if it is not recycled properly. The WWF does a great job with the imagery of the photo through the use of the garbage deer, the text and the contrast of the dark musty sky

This poster depicts a detailed rainforest scene, and when the viewer steps back and looks at it, they will be able to see a face in the negative space by the creek. This is a very interesting and unique approach. While it may not get quite as much attention as a more obtuse, loud design, those who do recognize the intricacies it hides will value it a lot more. Most of its audience might miss the face if not for the tagline. I’m not fond of the stenciled type, but it is absolutely necessary to lead the viewer to the hidden elements. The designer also was able to personify the environment, making it a very useful asset in reaching the audience’s emotions.

One of a series of advertorial images produced by the World Wildlife Fund, the “Golfing with an Axe” campaign takes the form of a full-page print advertisement (a genre that can be deduced by its vertical format, proportions and the small size of its body copy). The forum for this image cannot be determined, but it seems likely that the WWF would have placed the ad within high-volume mainstream publications such as Time Magazine.

Shown in the center of the image is an American man striking a post-swing golfing pose on a treeless plain, dressed in a classic golf outfit of khaki pants, a “golf shirt,” a visor and driver gloves. The perspective, lighting and even the color space (a slightly contrasty ef-fect produced by 1970s-era gray component replacement techniques) evoke the privileged status of a bygone era, in which every Amer-ican male sought to spend his time “on the links.” In sharp contrast to this idyllic image is the presence of a double-bladed axe in place of a golf club. The explanation for this substitution is provided in the understated headline, which reads, “The par: 200,000 trees!”

Working backwords through the rhetorical situation, the context for this ad is a world in which deforestation’s link to global climate change is a topic of much discussion, along with the environmental degradation and water use issues associated with golf course con-struction. The audience for this ad is likely to be the growing number of Americans who are concerned about combating global climate change, especially those inclined to give charitable support to environmental action organizations. (It seems unlikely that this ad ap-peared in Sports Illustrated or Golf Digest.) The text is a full-color print ad, so it provides sufficient reproduction quality and resolution for the explanatory text to assume a near-minimalistic role – between the thought-provoking photo and the impactful headline, reading the “fine print” is not required to comprehend the meaning of the ad. The rhetor is a World Wildlife Fund, an internationally-known group that engages in activism to reduce deforestation and environmental degradation. The intentionally small logo indicates that they are cognizant of their controversial public image, and are therefore trying to avoid any rush to judgment among readers who might oth-erwise discount the message as being “tree-hugger rhetoric.”

The kairos for this advertorial couldn’t be better, as the number of American golfers is on the decline and concern over the effects of man-made climate change is increasing. The WWF wisely takes a subtle approach that enables the audience to absorb the ad’s meaning before being confronted with a statement of its message.

This ad shows a man ( u could call him Tarzan) swinging onto deforested land. A sentence at the bottom of the ad states that, “15km of rain forests disappear every minute.” At the bottom, there is a machine cutting down more trees, and in the horizon you could see a city. This add in funny way, shows the seriousness of the issue. The visual design is excellent because it gets the viewers to understand the message instantaneously, but the statistic at the bottom makes them think and discuss on what will happen if deforestation contin-ues at this rate. The dark and stormy clouds also reflect that deforestation will lead to unfavorable climate change.

Smart Analysis

Situation: Tarzan is falling unto a clearing, because of deforestation activities of humans.

Message: The advertisement clearly shows that 15 km’s of rain forests are disappearing every minute because of human activity and needs. Soon humans wont have forests to enjoy, and climatic conditions would become unfavorable for all life on planet earth.

Audience: All humans - irrespective of race, religion and background.

Response: To get all humans to understand and recognize their responsibilities of protecting planet earth from excessive deforestation and other exploitation. Unable to do so will lead to unfavorable living conditions for us and other life on planet earth.

Tool: The advertisement can found be in magazines, bus stops, railway stations, buildings, and even on the internet.

This advert by WWF jumps straight out at you as you see a man swinging from a vine and that there are no more trees and hes about to fall and hit the ground. The WWF tarzan advert brings the attention of deforestation and the real effect of it on the world for both animal life and human, as we both live on this earth and need our tree’s to survive or this world would be dirty, lost and missing life. This advert could bring some humour as it’s tarzan swinging from a vine and with deforestation he has no where to go and falls.

The interest of this advert is the man swinging out of the trees, no one see’s that but only in cartoons so it catch-es the attention of the audience and makes them want to keep looking at it.

It will also play a big role on the audiences mind as next they see a tree being chopped down they will remember the picture and the horrible affects of deforestation. This advert will make people think twice about paper and tree’s as if they/we use too much the picture we see will become a reality.

WWF adverts make people think about their actions and the way they go about life not caring about the small things that play a huge role in our lifes, that these small things can affect us on a extreme level. This advert will make people stop wasting and making uses of the extra stuff or making ways to reuse or get rid of it safely to ensure the sustainability of our animal, forests, water for future generations to come.

This is an ad of WWF(World Wildlife Fund – an organization to protect wild animals). This ad appeals to emotion. They try to express how poor the wild animals are if we do not timely protect them. The whole picture use very dark color to express the sad emotion. The desertificate elephant shows the dangerous situation they face and the hostile environment they live in. The ad also indicates wild animals grasually decrease, and if we do not pay attention to this, some of them probably disappear forever. The ad appeal audience to protect wild animals.

There is also a three prints by the Contrapunto BBDO agency of Madrid, Spain, state that “Desertification destroys 6,000 species every year.” Clever imagery was chosen to visually depict this idea, in which photographic editing techniques turn elephants, leopards and parrots into deteriorating clouds of dust, reminiscent of the dry and erod-ed floor of arid landscapes. According to WWF and Wikipedia, desertification destroys 6.000 species every year and is caused by a variety of factors, such as climate change and human activities, desertification is one of the most significant global environmental problems. Mardid-based agency Contrapunto BBDO created this series of eye-catching ads for the World Wildlife Fund. An elephant, leopard and parrot are seen deteriorating into clouds of dust, reminiscent of the dried up floors in the eroded landscapes.

The campaign consists of many images similar to the above image, a photo with an animal(generally an unpopular animal ie. bats, vultures, bugs) then the same image without the animal. The campaign was pre-sented in print and reached out to the any readers who might come across the ad in publications. Additional-ly, this ad campaign has received a lot of attention online because of its simplicity and effectiveness. Anyone who is reading about effective ads may come across this campaign in an analysis article.

It is appealing to the audience’s pathos. It wants the audience to be aware that while wildlife can be scary; however, a world with no wildlife is even more disconcerting. It wants the audience to realize that ecosys-tems are extremely fragile and just because an animal is not cute or tame does not mean it is not important to an ecosystem. The white text is extremely clear and stands out on the blue background. Using the state-ments “horrifying” and “more horrifying” uses repetition to draw the comparison between the two images. Because the statements lack details and explanation, the images are what tell the story. Having the text in all caps draws even more attention and makes the statements seem more important. The small statement at the bottom “Exploiting the ecosystem also threatens human life” tells the audience the main message yet it is extremely small compared to the rest of the ad which allows the images to remain the focal point.

In my opinio i though that this poster was powerful visual argument. I liked the simplicity of the advertise-ment, and felt that having fewer words and a simple picture conveyed a stronger message. I also thought it was interesting how the creator decided to use such tiny text for the visual argument. I’m not sure if the creator chose to do that to simplify the advertisement or to emphasize the picture rather than the text. Either way, It effectively raised my attention about the preservation of ecosystems, and made me want to learn more.

The following advertisement, debates the idea of killing animals and using their fur for the clothing industry. Moreover, this ad targets a wealthy consumer, who has access to purchasing fur garments and clothing made out of animal skin. This would usually be aimed towards females, who shop in designer stores and purchase fur items for themselves. However, it is mainly targeted towards those industries that slaughter animals and use their skin to manufacture clothes. They are the conductors of the problem; it is essential for them to understand further outcomes and results. Consequently, the goal of this ad is to convince these industries and their shoppers, that using animal skin for clothing is a rather enormous problem, which brings future conflicts to nature. These might include the extinction of wild life and over time, the deterioration of our environment.

The ad shows the picture of two jaguars that have a size tag on their backs, and are walking with an expression of sorrow and depression. The colors of the picture are dull and the background is gloomy and dark. The phrase stated in the ad is very direct and to the point. It claims how fashion subjects numerous victims, in which animals are abused in order to satisfy the clothing industry. The approach to a pessimistic and despondent tone is helpful to evoke pity and compassion on the audi-ence. It is useful to create sympathy and to ease the understanding of how killing animals for a market, is not only a physi-cal, but also a mental damage for such creatures. This tone helps convince the public because it gives them a broad perspec-tive and view of the problem and how it affects complete families of animals.

All of their advertising is quite striking and, in my opinion, ingenious. They use shock value to get the attention of passers-by and they do a fantastic job at it. All of their ads are visually appealing and for a real cause and they tend to include facts in each of their ads. Ultimately WWF has done a fabulous job of appealing to logos, ethos and pathos. Each of their ads presents worldly issues in a logical manner with facts and concise imagery. WWF plays with ethos by being such a credible source. As far as pathos goes, almost every ad appeals to some part of the human emotion whether it be by showing an ac-tual animal or showing deforestation in a creative way. Their ads are fresh and when you look at them, you think about how you’ve effected that animal or environmental issue. Their ads aren’t selling you a purse, but selling you the Earth you live on.