The above image is an ad for the World Wildlife Fund. The organization’s one and only goal is the conservation of nature. They work towards this goal by protecting natural areas and wild populations, promoting sustainable approaches to the use of renewable resources, and promoting the more efficient use of resources and energy in the maximum reduction of pollution. This ad accurately reflects their purpose in aiding the environment and seeks public appeal through rhetorical elements.
The obvious issue addressed by the ad is climate change. Climate change is most commonly associated with Global Warming, in which the expansion of the greenhouse effect has greatly affected the atmosphere through the increased release of harmful gases. This part of the ad addresses the logos element, in which the facts reflect the cold hard truth that if the uses of products that give off excess waste products are not reduced then the atmosphere will eventually be completely destroyed. The atmosphere’s destruction is due to the over pollution of gases that make up the atmosphere. The two biggest gases that affect the atmosphere are carbon dioxide and chlorofluorocarbons (better known as CFCs). Carbon dioxide is the main excess gas given off when fossil fuels are burned to power automobiles and all other forms of petroleum powered engines. The most destructive however is the use of CFCs. This type of gas was mainly used as a refrigerate gas in vehicles and refrigerators. The only problem with the product was its vast destruction of the ozone layer when it was released into the atmosphere. Needless to say its use was reduced, but still remains a problem due to its continued existence in older products that are still functional.
The ad’s pathos appeal refers to the human adaption to the changing climate, as a population often does to adjust to the climate in accordance with natural selection. Its humorous image reflects the human destruction of not only other animals’ habitats but its own climate. The humorous subject of the ad not only has an emotional appeal to the public, but holds a very serious note in its message.
The ethos of the ad focuses mainly on the World Wildlife Fund and its credibility in preserving the natural world. The organization is well known throughout the world as it is the world’s leading conservation organization, with its involvement in 100 countries and is supported by close to 5 million members globally. Notice also the text beside the organization’s logo reads, “for a living planet.” This statement alone could possibly be a short description of the WWF’s mission of natural preservation.
The kairos of the ad addresses the arising issue of Global Warming. Global warming is caused by the increased process of the greenhouse effect, which is the result of the Earth’s warming due to the atmospheric entrapment of heat radiating from Earth toward space. The recent discovery of the effects of releasing excessive amounts of carbon dioxide and chlorofluorocarbons into the atmosphere brought about the reforms to society and awareness of such harmful products in order to ensure the protection of the Earth. The destruction of the ozone layer greatly affects the Earth through its lack of protection against the harmful rays from the sun. The continued excessive destruction of the ozone layer would have led to the increased rise in temperatures and eventually destruction of the Earth due to the rays from the sun. The ad’s statement is simple and to the point in pointing out the change that must occur in order preserve natural and man-made world that exists today.
No comments:
Post a Comment