Ad Analysis Essay

1216 Words Sep 24th, 2012 5 Pages
One of the largest and most controversial issues we as humans face, includes the protection and preservation of the natural world we call home. When a small group displays the potential to damage or destroy our beautiful land, the task lies with the people to eliminate such a threat. Between the years of 2004-2009, Greenpeace, the Natural Resources Defense Council, and others established the Kleercut campaign against Kimberly-Clark in order to prevent the destruction of the Boreal forest (Kleercut campaign, 2009). Kimberly-Clark is the world’s largest manufacturer of tissues; their most prevalent brand being Kleenex. Accusations were made against Kimberly-Clark noting that the virgin fiber used in its product is derived from wood pulp …show more content…
The advertisement also explains how the forest is home to several endangered species of migratory birds and is an aid in the fight against global warming. The fine print suggests an explanation for how the Kimberly-Clark company could use more recyclable products to make its tissues. This strategy uses logic to persuade the audience to stop buying Kleenex, and in turn, provokes the audience to tell the Kimberly-Clark company to use different products in the manufacturing process. The advertisement uses pathos by posting a picture of a Kleenex box with cut-down trees as the design implemented on the side. This thoroughly emphasizes the idea that buying a box of Kleenex equates to the killing of several trees. The picture’s design might elicit guilt by inducing buyers of Kleenex to feel guilty for destroying the environment. It appeals to the emotion of guilt with its instructions on how to kill the Boreal Forest as well. This broad statement draws attention to the simple act of blowing one’s nose, and comparing it to the mass destruction of hundreds of thousands of trees. In addition, the black and white layout of the advertisement likely enforces the serious nature of the overall message attempting to be made. This ad uses ethos by appealing to authority with the endorsement of Greenpeace on the bottom right-hand corner of the advertisement. Greenpeace is a well-known organization

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