Introduction
Advertising communication, aimed at changing a person’s value attitudes and behavioral patterns in modern conditions, becomes an important resource for forming environmental consciousness. It should be comprehended as the ability to critically realize oneself in the human-nature system, belonging to the planetary community and the biosphere. The concept of cultural ecology assumes individuals’ moral responsibility for preserving and transforming the world as an organic unity of nature and material and spiritual values of culture embodied by man.
Today, in the era of increasing destructive human influence on the environment and, as a consequence, deepening global problems of natural, artificial, and social nature, this concept has acquired a new meaning. The image from the “Stop Climate Change Before It Changes You” campaign uses rhetorical strategies, depressing color schemes, and scary design to engage audiences through pathos, emphasizing the urgency of addressing climate change. The context of this image is consistent with the article’s message, reinforcing the notion that fear is an effective motivator for transformation.
Rhetorical Analysis of Climate Change Campaign
The media environment is an important resource for the formation of environmental consciousness. The problem of preventing the negative impact on the nature of the consequences of the industrialization of society has become the object of social and commercial advertising. The actualization of these problems has a high potential in forming the reputation and image of organizations and companies. Today, a special kind of social promotion is being formed, which is defined as environmental marketing, emphasizing the problems of protecting the human environment and objects of animate and inanimate nature. An example of the use of shock technologies is the picture of the World Wildlife Fund (WWF), whose activities aim to protect the Earth’s natural riches, educational work, and training of environmental experts.
The main idea of the Fund’s advertising campaigns is to warn about human threats to the world around them. For example, the campaign “Stop Climate Change Before It Changes You,” developed by the Germaine agency, uses the image of a mutant man with the face of a fish as a sign of the reverse evolution that may occur if global warming continues at the same rate (World Wildlife Fund).
It is another reminder that any action can have dire consequences and affect oneself. The target audience of the picture is the general public, emphasizing those who may not yet be fully aware of the seriousness of climate change. Thus, its purpose is to raise awareness and instill a sense of urgency. The story within the picture depicts the context of the global climate crisis with a tone of alarm and concern.
It is difficult to clearly define the genre of the image; in this context, it is a social advertisement, but the image could be employed as a propaganda poster. The design uses a dark green background, symbolizing nature and a man with a fish head, clearly depicting the consequences of climate change. The large, bold text serves as a call to action because the constraints are related to the need to convey a complex message visually, and the need is related to the immediate threat (World Wildlife Fund). The image uses rhetorical strategies to achieve the desired effect. The use of bright, contrasting colors draws the viewer’s attention: the dark green background emphasizes the natural world, and the prominent white color of the text emphasizes the urgency of the message.
At the same time, the man with the head of a fish is a disturbing and memorable image. His large, frightened eyes and expression of anxiety aim to connect sentimentally with the viewer, using pathos to deliver the message (Yannotti). The image’s composition is balanced, and the text is strategically placed in a way that is easy to read and reinforces the main idea. Regarding rhetorical appeals, the image primarily relies on pathos to engage the audience (Yannotti). The image’s emotional impact is intended to evoke fear and empathy, encouraging viewers to take climate change seriously and take action.
The analysis of this image is consistent with the article from which it is taken. The article discusses the effectiveness of fear-based advertising, and the image is a clear example of this strategy in action. At first glance, it seemed like using a negative feeling is a bad idea for marketing. Nevertheless, both articles prove that when used accurately, apprehension can be a powerful sentiment that motivates people to take action.
Fear is an instinct that often helps one avoid danger, and in this example, the WWF used it as a compelling anchor that strives for people to transform (Yannotti). When such an emotion is used creatively and persuasively, it can provide a strong selling proposition. The climate crisis, together with declining biodiversity, is the greatest challenge facing humanity. However, now humanity still has a chance to change the situation and prevent the devastating consequences.
Conclusion
In conclusion, the resource potential of social and commercial advertising is actively used in shaping the environmental consciousness of society, promoting models of environmental policy aimed at preserving the natural environment. The “Stop Climate Change Before It Changes You” campaign image effectively utilizes rhetorical strategies, emotional appeals, and persuasive design to engage the audience and convey the message of the urgency of addressing environmental change. The article and image work harmoniously to support the idea that anxiety can be persuasive in advocating for important issues like climate change. This conversation is important because it highlights the role of sentiment in driving change and emphasizes the importance of urgently addressing current issues.
Works Cited
World Wildlife Fund. “Stop Climate Change Before It Changes You Campaign.” Web.
Yannotti, Danielle. “The Fear Factor in Advertising.” Medium. 2017, The Fear Factor in Advertising. The scene opens on a mom and her two… | by Danielle Yannotti | Dumbstruck | Medium.
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