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World Wildlife Fund Ad Analysis

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by

Mary Kathryn Cassady

on 21 September 2014

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Transcript of World Wildlife Fund Ad Analysis

VAPID
V-Voice
A-Audience
P-Purpose
I-Idea
D-Devices
Thesis
In this advertisement for the WWF, the company controls the emotions of their audience to convey a message of the need for awareness of endangered tuna and employs a metaphor for the downfall of an idealistic society.
World Wildlife Fund Ad Analysis
Purpose
The purpose of this ad is to convey the WWF's to gain awareness for the endangered tuna by conveying the message that people are more likely to help and care for the cute animals and not the less attractive ones.
Metaphor
The ad portrays a deeper meaning for society in the fact that people only pay attention to what they want to see or know about.
People will block out what gives them the feeling of a negative emotion.
The quote emphasizes the idea that the panda is more appealing to the eye than the tuna, in turn this makes people want to help what they find cute and appealing, than an overlooked ocean dweller.
Emotional Appeals
When first looking at the ad, your attention is drawn to the cute panda head attached to the unattractive tuna.
The quote is from the tuna's perspective and makes you sympathize with the tuna.
Mary Kathryn Cassady & Booklynd Smith
Voice
Audience
Idea
The WWF wants for people to realize that they need to help all of the animals. People are more likely to care for things they find cute.
Devices
The WWF uses Emotional Appeals to make the people feel guilty for wanting to help only some animals and not others. They use the cute fluffy panda as an example of what people want to help and the Tuna as what many people over look even though they are more endangered than the pandas.
The WWF want to appeal to animal lovers and people who are uninformed about the actual issue of the tuna.
Spoken from the point of view of the tuna. Wants to cause awareness for the endangerment of the species.
Full transcript