TOW #13: WWF (Visual Text)

          The World Wildlife Foundation (WWF) is the world's leading non-profit conservation organization. Their primary goal as an organization is to combine global reach with a foundation in science, involve action at every level from local to global, and of course to ensure the delivery of innovative solutions to meet the needs of people and nature across the world. Or, in layman's terms, to conserve nature and reduce the most pressing threats on the environment. In order to achieve this goal, the WWF relies heavily on the sponsorship and support from the common citizen and it is for this reason that the majority of their advertisements are geared toward the general public. This ad in particular is used to demonstrate the harsh effects of deforestation, showcasing its impact on the wildlife in an area. Through the use of symbolism and contrasting color palettes the WWF ad is able to successfully bring forth an emotional response from the audience, causing a reconsideration of deforestation and an ultimate demand for change.
         The true genius in this ad comes from its masterful use of symbolism. In showing the cluster of trees in the shape of lungs, the ad symbolically represents the life of the forest and corresponding wildlife. So, with this comparison made, the effects of deforestation are made much more powerful -- showing the death that it causes. In that sense, the contrasting colors of the various hues of brown against the hues of green also create a powerful image for onlookers. This stark difference in colors make it clear how different the brown depicts a sense of death and destruction. It is the four words at the bottom which serve as the final call to action for the audience of the image. The words, "before it's too late" make it clear that the WWF wants those who see this image to make a change and to end the death of the forest. Ultimately, it is these four simple words that make the point of the ad crystal clear and cause a stir in anyone who looks upon it. It is for this reason that this ad is so successful, because it is able to call to the emotions of its audience.