"Earth Melting"
Over the years of 2000, there has been much controversy and protesting about the safety of our Earth. People all over the world have encountered an advertisement promoting awareness of either global warming, recycling, climate change, or any popular issue concerning the Earth’s environment. One of the most popular companies that stand for the value of Earth is the World Wildlife Foundation (WWF). This company, founded in the 1960s, has been very effective in bringing attention to environmental concerns. Their main focus is to grab the attention of all humans in an attempt to make them more mindful of the planet they live on and share, especially, with its wildlife (WWF). However, if it were not for their amazingly graphic advertisements, the WWF organization would not be as well-known as they are today. The informative advertisement created by the World Wildlife Fund of Belgium in June 2004 called “The Earth Melting” caught many people’s attention. This international advertisement is an image of our planet Earth melting on top of an ice cream cone with a message at the bottom stating, "The first signs of global warming are now clearly visible. We urgently need to limit greenhouse gas emissions." This message, essentially persuading all humans around the world to become more aware of global warming or the planet will melt, is very effective. The WWF foundation uses many rhetorical devices to convey their message.
In this advertisement, the advertisers use Aristotle’s three types of appeals to connect with their audience. First, the ethos in this ad is that the World Wildlife Fund is an organization that has been promoting global warming and it effects not only on humans but also on the wildlife since the late 1900s. This establishes that the WWF organization is therefore credible to promote this message because they have realized over many years that global warming is increasing. It also implies that because of their credibility, the audience will become more attentive of the advertisement. Next, the use of pathos in this ad is “our” Earth melting. This appeal touches on the values and beliefs of every human because this is the planet on which we live; without it, there is no longer life for us. Also, since the WWF’s main focus is on the wildlife, they want the audience to think beyond themselves, which is referring to our animals and any other form of life besides ourselves. They want people to realize that if we do not take care of Earth, not only will we lose human life but all life around us as well. Additionally, the advertisers use the ice cream cone to give an example of how a hot day melts ice cream, and if the eater does not lick it fast enough it will continue to melt. This example sends the message that we need to save our Earth before it is too late. Finally, Logos is used in this ad by implying that many people are aware of global warming but not all people know what it can possibly do to the Earth. Although the advertiser’s use of evidence is not very effective because some of the audience may or may not believe that the world is overheating, the image illustrates to the audience that this is possible. Furthermore, the message at the bottom of the poster supports the illustration by giving the readers a logical reason as to why we should become more aware of global warming.
Additionally, this advertisement uses kairos. Issues are growing around our world everyday dealing with global warming and the good of the earth, and more and more people are starting to become involved. The WWF organization promotes a growing trend in their advertisement which will allow the people that do support their claim to encourage more people to pay attention. Not only do the three appeals and kairos help convey their message, but with the use of colors, lighting, and position, the presentation of the ad is also very beneficial. The background of the poster helps bring more focus to the actual ice cream cone. It is really dark blue or black around the edges and gets lighter as it moves toward the center, which allows the cone to stand out. Also, the cone is very noticeable because the dark color contrasts with the light blue of the earth in the ice cream and the light brown tone of the cone. The contrast of the colors allows the ad to catch the viewer’s eye, causing them to focus on the message of the ad. The lighting helps to grab the audience’s attention, also. Bright lighting around the ice cream cone draws the viewer’s eyes directly to the center of the advertisement. The positioning of the cone also helps the WWF organization promote putting a stop to global warming. Because it is in the center of the ad, it says that this is a problem that should have more attention than it actually does. Generally, we refer to the things that are most important to us as being the center of our lives.
Nevertheless, this advertisement does hold one specific logical fallacy, the fallacy of false cause. This advertisement contains this fallacy because it says that the earth will completely melt if we do not take care of it. However, the earth is not only made up of glaciers but land as well. Perhaps, the WWF organization could have made a more effective message if they would have had an illustration showing that Earth will soon drown in its own bodies of water. This will then make its viewers question the credibility of the subject presented.
Finally, the Toulmin structure helps to break down this ad. The warrant is that we should become more aware of global warming or our planet will soon melt. The claim of the argument is that we should not let our Planet suffer. The backing would be evidence that temperature is increasing, causing global warming and the earth to possibly melt. The ground of the argument is the image of the earth melting like an ice cream cone on a summer day and also the descriptive statement at the bottom of the advertisement. The rebuttal of this ad is that the Earth cannot completely melt because it isn’t made of completely ice and also that global warming may not be the horrific issue that will wreak havoc on our earth.
The World Wildlife Foundation, created a visually strong advertisement that will catch many people’s eyes around the world. The overall significance of this advertisement is valid. Global warming is an issue that we should all learn about and try to put an end to.
(My reflection is located under my class work tab.)