1. The argument of this Advertisement is that the Kimberly-Clark Kleenex Company is killing the Canadian Boreal Forest because they are cutting down trees to make facial tissues.
2. The audience ranges from teenagers to adults in the U.S. and Canada who care about the environment, endangered animals, the fight against global warming and the Boreal Forest of Canada. The audience also includes those who have access to a phone or internet and can contact the Kimberly-Clark Company to voice their complaints with Kleenex.
3. The goal of this Advertisement is to contact the Kimberly-Clark Company to voice a complaint against Kleenex and to stop buying Kimberly-Clark Kleenex facial tissues.
4. The Advertisement tries to accomplish their goal of stopping consumers from buying Kleenex by using all three elements of rhetoric. The Advertisement uses ethos by appealing to authority with the endorsement of GREENPEACE on the bottom right-hand corner of the advertisement. This is a well-known organization among environmentalists, and this will help build up the credibility and authority of the advertisement. The advertisement uses pathos by posting a picture of a Kleenex box with cut-down trees as the design on the Kleenex box to emphasize the idea that buying a box of Kleenex is the same as killing several trees. It appeals to the emotion of guilt, by making buyers of Kleenex feel guilty for destroying the environment. It also appeals to the emotion of guilt with its instructions of how to kill the Boreal Forest being simply 1. Pulling out a Kleenex tissue, 2. Putting it to your nose and 3. Blowing. The oversimplification of this once again draws attention to the simple act of blowing your nose being the same as killing trees. The advertisement also uses logos to persuade the audience not to buy Kleenex tissues. In the fine print, it explains how the Kimberly-Clark company contributes to the destruction of the Canadian Boreal Forest by cutting down trees for its facial tissues. 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 also explains how the Kimberly-Clark company could use more recyclable products to make its tissues, using logic to persuade the audience to stop buying Kleenex and tell Kimberly-Clark company to use different products.
5. The Advertisement is effective for an environmentalist audience that is concerned about the Boreal Forest. However, the logos or logic is not completely convincing because it is unclear what exactly the “more recyclable products” or alternative to Kleenex would be. Blowing your nose is an issue everyone faces, and the need for a disposable tissue is there and the advertisement does not effectively propose an alternate option.
Word Count: 450
No comments:
Post a Comment