WWF Print Ad: "Before it's too late"

In this ad the World Wildlife Federation argued that the earth is in peril. Trees are the “lungs” of the earth and damage done to the earth’s forests can be compared to smoking’s damage to human lungs.

WWF does not target a specific age group, although their choice of media maybe selected certain demographics (I found this ad through Google, not in its original magazine or newspaper). The ad zeroed in on a narrow psychographic: people who have a soft spot for the environment. They feel a little guilty for the damage being done to the earth, but haven’t yet turned their feelings into action.

WWF aimed to persuade individuals to take action to protect the earth. More specifically, to go to wwf.org and (hopefully, through not hinted at in this ad) make a donation or join a cause.

WWF’s advertising agency used several tactics to make their point. They used WWF’s well-known logo and name as an appeal to the credibility of the argument. The beautiful and realistic illustration also gave the ad more authority. The comparison to smoking (scientifically proven and well-accepted to destroy lungs) adds authority to their claim, too. The thought of the earth dying tugs at the heartstrings of the ad’s target and the deforestation’s contrast with the natural beauty of the landscape compels the reader to remember his or her experiences in the great outdoors. Also, thinking about “before it’s too late” saddens and even scares readers into action. Thinking about it logically, if a human loses its lungs it dies. Therefore, if the earth loses its forests (its “lungs”) it also dies. “Before it’s too late” also makes logical sense. Once forests are gone they’re gone.

Everything considered, the ad successfully made the target audience feel regret, fear, and a little bit of anger about the destruction of the forest. However, the solution—or a course of action for the target audience to take to prevent the “too late”—isn’t clear. I consider myself a part of this target. Though the ad appealed well to my emotions, I would not actually go to their website or get involved with their programs in the near future. The long term effect of the ad is more positive, however. By changing my point of view on deforestation into seeing trees as the lungs of the earth and by helping me remember my passion for the environment, I am slightly more likely to help environmental causes that come my way in the future.