The ad that I chose for this assignment, is an advertisement for the environmental non-profit groupWorld Wildlife Fund, called “Before it’s too late”. This ad is advocating forthe preservation of wildlife forests and ecosystems. The forest shown in the adis designed in the shape of a pair of human lungs, with a decent portionmissing from the bottom right lung, implying that cutting down forests willlead to the death of wildlife, just as smoking will lead to the death of ahuman life. Inthe bottom right corner, the words “Before it’s too late”, is printed in white.It does not take away from the picture, but is noticeable. This saying pulls atones heart because it forces them to realize that once the trees are gone, they aren’tcoming back. It also tells the audience once their lungs are dead, there is nochance of repairing them. This may frighten the audience to not take forgranted things that are not guaranteed.
Thecolor used in this advertisement is mostly green, however the bottom of theright “lung” has a darker color, brown, on it to show the emphasis of it. Itrepresents the death/ destruction of the lung from being cut down. It connectsthis to the effects of smoking on the lungs. The artist of this advertisementuses the color green to show “life” and “growth”, while using the color brownto represent “death” and “destruction”.While analyzing this very powerfuland inspirational advertisement, I discovered the meaning of the techniques, ethos,logos, and pathos. The ethos in this advertisement is the WWF logo shown in thebottom right corner is a worldwide known corporation that was created to helpprotect the environment and the things living in it. Thelogos in this advertisement is how the picture shows the trees shaped as lungs,and part of the lung is “dying” or being cut down. This connects deforestationwith the negative effects smoking has on a person’s lungs.
The pathos in this advertisement is tomake people feel guilty for harming the environment. It gives people the fearthat if they continue to smoke it will eventually kill them. This picture makesthe audience feel saddened, so that they want to help “save the environment” byvisiting the WWF website or donating money to the program.Another thing this advertisement portraysis a few of Hugh Rank’s Model of Persuasion tactics such as; composition,association, and intensify. It shows composition because of its graphic layoutand design, in the shape of human lungs. It shows association because the lossof trees destroyed due to people killing the environment is associated topeople killing their own lungs.
And it shows intensify because of how intensethe colors and the placement of the image of tree forests made of human lungs,making it stand out and get people talking about making a change.