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WWF-Lungs

WWF-Lungs. By: Kendra Mullins. Name: WWF-Lungs This image was created in TBWAParis, France This image was created by Executive Creative Director / Creative Director Erik Vervroegen The Art Directors were Caroline Khelif, Leopold Billard, Julien Conter

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WWF-Lungs

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  1. WWF-Lungs By: Kendra Mullins

  2. Name: WWF-Lungs This image was created in TBWA\Paris, France This image was created by Executive Creative Director / Creative Director Erik Vervroegen The Art Directors were Caroline Khelif, Leopold Billard, Julien Conter The release date was in April of 2009

  3. Rhetorical Triangle • What are the ethos? The ethos to this advertisement is that the WWF (shown in the bottom right corner) is a world wide known corporation that was created to help protect the environment and the things living in it. • What are the logos? The logos in this advertisement is the picture shows trees, shaped as lungs, part of the lung is “dying” or being cut down. This connects deforestation with the effects of cigarette smoking on a person’s lungs. • What are the pathos? The pathos to this advertisement is to make people feel guilty for harming the environment. It gives people the fear that if they continue to smoke it will eventually kill them. This picture makes the audience feel saddened, so that they want to help “save the environment” by visiting the WWF website or donating money to the program.

  4. Point of View: The point of view is from a person who does not smoke and wants others to quit smoking. The creator of this image is a person who loves the environment and wants to protect it, so that it lasts forever. Intention: The intention of this image is to visually show the audience the effects of smoking. It compares smoking to cutting down trees. The “lungs” are dying due to deforestation, which will soon take away humans oxygen supply. When a person smokes it kills their lungs and may kill their self too.

  5. “Before it’s too late” In the bottom right corner the words “Before it’s too late”, is printed in white. It does not take away from the picture, but is noticeable. This saying pulls at ones heart because it forces them to realize that once the trees are gone, they aren’t coming back. It also tells the audience once their lungs are dead, there is no chance of repairing them. This frightens the audience to not take for granted things that are not guaranteed.

  6. Composition Factors • The color used in this advertisement is mostly green, however the bottom of the right “lung” has a darker color, brown, on it to show the emphasis of it. It represents the death/ destruction of the lung from being cut down. It connects this to the effects of smoking on the lungs. • The artist of this advertisement uses green to show “life” and “growth”. He uses brown for “death” and “destruction”.

  7. Techniques • The lungs take up majority of the picture and is centered, so that the first thing the viewer sees is the lungs. After looking closer they will notice that they are made out of trees. • The lighting of this piece is bright so that the audience experiences the “great outdoors” and what it feels like to be there. While the bottom lung is darker to show the death of it. • The audience that this advertisement was made for is smokers, especially those who love the environment.

  8. Citations • Picture: Vervroegen, Erik. WWF: Lungs. 2008. The Ads of the World, Paris. Web. 27 Feb 2013. <www.adsoftheworld.com/media/print/wwf_lungs>. • Information: "Rants, Rhymes, Reels and Rhetoric." WWF Print Ad: "Before it's too Late". Matt, 09 Sep 2009. Web. 27 Feb 2013.

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