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WWF - Reforging Empathy - Coggle Diagram
WWF - Reforging Empathy
Relevance
Societal relevance
69% loss biodiversity
Raising Awareness
Climate Change
Theoretical relevance
Scrutinize a "good cause"
Artifact 1 - Desertification Campaign
Pathos
Emotional appeal
Implicitly compelling the audience to take action
Storytelling
Visual metaphor
Visual hyperbole
Reframing
History of climate change ads
Logos
"Desertification destroy 6000 species every year"
Reinforced by WWF's well-established Ethos
Reinforces Pathos
Artifact 2 - 'Love it or Lose it'
Pathos
Slogan: "Love it or Lose it"
Logos
Ethos
Reframing
Basing the climate change around the potential consequences on animals
Narrative simplicity
Transcending boundaries
Emotional appeal
The history of framing climate change ads
Artifact 3 - Symbolic Animal Adoption
Pathos:
Visual Representation - Anchorage
Transversal Audience - Adults and Kids
Positive connotation
Personal attachment
Guilt to be causing climate change and habitat destruction
Responsibility to adopt and save the animal
Why does it work?
Flagship Species
Charismatic Species
Storytelling
The animal's story continues through the adoption
Website
Pathos "save" animals - WWF mission
Logos - dangers of climate change
Reframing - the animal is endangered because of human action
Theoretical framework
Storytelling
Visual Hyperboles
Visual Metaphors
Reframing
Aristotelian methods
Pathos
Ethos
Logos
Research question
Use of Pathos and Reframing
Creating Empathy
Focus on Climate Change and animals
PPLE
Politics - taking action, involving government, coordinating action
Law - Deontology - acting out of good will - maxim to preserve nature - moral action
Economics - marketing of the campaigns and plushes
Psychology - the emotional envolvement - Pathos