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WWF PSA Advertisement - Coggle Diagram
WWF PSA Advertisement
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Ethos
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"50 years of conservation" illustrates the experience in solving environmental problems so viewer should care about their opinion
The credits of the image is also mentioned to depict the damage done to beautiful forests such as the Kayan Mentarang National Park in Indonesia
Context
Published by WWF, a wildlife conservation group, in the Times Magazine in 2014
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Negotiation of meaning
Layout
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The capitalized bold text is first seen by the viewers due to its central placement using the rule of thirds
Negative Space: Plenty of negative space does not distract viewers from the central message of the effects of palm oil on the environment
Persuasive effect
Encourages production and consumption of sustainable palm oil rather than completely stopping consumption
Audience
Effect
Shock & Horror: Viewers may be shocked by the environmental impact of palm oil production, particularly deforestation and harm to endangered species
Guilt: Consumers may feel guilty or ashamed for using products containing palm oil after realizing their contribution to the environmental damage.
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Construction of meaning
Signifiers
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Slogan
The imperative sentence "Help Save the Lipstick" catches the viewer's attention because it is in bold and capitalized.
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