Visual RhetoricMaggie Bellamy

Background Information

• The World Wildlife Fund created this ad to represent the balance of nature to mankind and show the significance of trees and what deforestation could lead to.

• The image was created by David Garcia and Aleix Bou in June 2010.

Purpose

• What is the purpose of this image?

• The purpose of this image is to inform people that our life's depend on trees and that we need the trees keep our planet going, they are essential in our life's. The text at the bottom translates to “If the tree falls, we all fall.” The picture represents just that. Without the trees we are nothing.

Audience

• Who is the intended audience?

• The picture is directed to anybody who cares about deforestation and what it can and will lead to in the near future.

Focus

• What is the main focus in the image?

• What would happen to the image if the tree was taken away?

• The main focus in the image is the tree which is holding up the planet and also the greenery in the image representing forests.

• If the tree was taken away from the image the image wouldn’t have the same meaning. Without the tree then the attention would be drawn to the importance animals instead of forests.

Technique

• What are different techniques used to create the image?

• Color- The image uses dark, gloomy shades of color. If bright or bold colors were used the seriousness of the image would be lost. Most of the image is a shade of light blue which makes the green forests stand out the most.

• Emphasis- In the image emphasis is drawn to bottom of the image because it is top heavy and the open space draws your eye towards the bottom where the tree is which symbolizes not only one tree, but every tree.

• Font- If the font at the bottom was larger then your attention would be more drawn to the bottom right hand corner instead of the tree.

Symbolism

• What does the ad symbolize?

• In the ad the planet is symbolized. The tree symbolizes every forest in the world, every tree ever cut down. On top of the tree you have both urban and rural areas to symbolize that deforestation doesn’t just affect the country but the city as well.

Ethos

• Is this ad credible?

• Is it reliable?

• The image is credible and reliable. The World Wildlife Fund has been an organization for over 50 years and has invested over $1 billion for conservation initiatives.

• WWF raises awareness and helps conserve not only forests but oceans, animals and many other wildlife endangerments.

Logos

• What is the logical appeal in this image?

• WWF has been involved in conservation of forests since its launch over 50 years ago. Today WWF work is focused on preserving remaining forests and working in partnership to promote sustainable forestry for years to come.

Pathos

• What is the emotional appeal caused by this ad?

• The emotional appeal of this ad is that we need to protect forests before its too late and raise awareness for the future.

Bibliography

• http://osocio.org/message/if_the_ice_falls_we_all_fall/

• http://www.coloribus.com/adsarchive/prints/wwf-tree-13707955/

• http://wwf.panda.org/about_our_earth/about_forests/

• http://www.adpunch.org/10-best-wwf-advertisements-created-impact.html