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Visual Rhetoric Presentation: Johnathan Snider
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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Another advertisement by GreenPeace