Visual Rhetoric Presentation: Johnathan Snider. Background Information: GreenPeace GreenPeace was founded in Canada in 1970 by a large group. The sole.

Visual Rhetoric Presentation: Johnathan Snider

Background Information: GreenPeace

• GreenPeace was founded in Canada in 1970 by a large group. • The sole purpose of the organization was to put an and to

nuclear weapons test; the group has since attempted to solve all issues that endanger wildlife and nature.

• The group opposes various issues that range from global warming to nuclear arms and the use of toxic chemicals.

• Now, the group is an international foundation with 2.8 million supporters in 41 countries.

• This advertisement was presented in the newspaper in many European countries and is now an online advertisement.

What is the purpose of this advertisement?

• The purpose of this advertisement is to promote the use of recycled products to reduce deforestation.

• The effect would reduce the destruction of habitats and help in the fight against global warming.

Who is targeted as an audience?

• European consumers of Kleenex and other Kimberly-Clark products.

• Concerned European citizens and nature enthusiast that read the newspaper are also targeted.

What affect does the color choice have on the message?

• The neutral colors sets up a serious and slightly grim tone for the text. This color choice helps GreenPeace to evoke a response with the combination of the mood created and the text.

How is ethical appeal presented in the image?

• The logo of GreenPeace establishes ethical appeal due to the well established point that the organization does not depend on government assistance but on their supporters.

How is emotional appeal presented in the image?

• The thought provoking image on the tissue box along with the text create a sorrowful feeling within the those that realize how the forest and animals are being affected.

What is the logical appeal in this image?

• If consumers were to use more recycled paper products less damage would be inflicted upon forests and the animals within.

What is the effect of cropping the picture?

• The image of the tissue box alone evokes serious thought of the effects of using paper products but without the words the connection to a specific area affected is lost.

• The image of the tree logs on the box promotes the reduction in the use of paper products rather than the use of recycled paper.

Another advertisement by GreenPeace

Sources:

• www.greenpeace.org