The nontraditional use of
these advertising
campaigns have
really got the
Denver Water
Company’s point
across to it’s
customers. Using
this approach,
the Denver
Water Company
has helped
reduce water
consumption
between 18%
and 21% over the
past four years.
A bench with one
seat.
“Use only what
you need.”
I believe the
Denver Water
Company is trying
to get its
customers to use
only what they
need in water,
because it’s a
natural resource,
and someday,
there won’t be
any left.
The audience
for this
advertisement
is the public.
Everybody can
conserve
water and the
Earth’s natural
resources.
Even one
person can
make a
difference.
This pictures
main message is
that people
should only use
what they need
of anything. For
example: When
you brush your
teeth, you should
turn the water
off and not let it
run for the whole
time you aren’t
using it.
Use only what
you need.
The Denver
Water Company
wants people to
conserve/reduce
their use of the
Earth’s natural
resources, and
only use what
you need.
You need to
know what
people are
doing to help
the
environment
and how
people are
conserving
water. You need
to know simple
things you can
do around your
house that will
save water.
Without the
words, there is
no meaning to
the bench.
People wouldn’t
know why a part
of the bench is
missing and that
it is really an
advertisement
for the water
company.
Pros:
Cons:
Urge people to
conserve water
and other of the
Earth’s
resources.
You can’t
guarantee the
public will take
heed to the
advertisement.
Make the need
to save water
and other
natural
resources
known.
The amount of
space the bench
provides might
not be the
standard for
everyone,
therefore this ad
could not be
accurate for
some people.
How does this
picture make
you feel?
This picture
makes me feel
like I can make a
difference. I also
feel guilty that I
haven’t been
more
conservative of
water and other
resources.
Why is the creator
of this
advertisement a
credible source to
listen to?
The Denver Water
Company is a
credible source
because they are
trying to get the
public to use less of
a product they are
trying to sell, which
would indicate they
are not moneyhungry.
What is the logical
appeal?
The logical appeal in
this advertisement is
that only a section
of the bench is
there, because that
is all that one person
would need, just like
using only a little bit
of water would be
all a person would
need for a specific
task.
The juxtaposition in the two advertisements is that they don’t come
right out and say, “Save trees” or “Save water.” The ads both require
a deeper thought process in order to fully understand them.
• Denver Water. “The Use Only What You
Need Campaign.” Conservation. Denver
Water. n.d. Web. 28 Oct. 2011.
• Steph. “More Than Fit To Sit: 15 Clever
Bench Ads.” Global. Web. Urbanist. n.d.
Web. 28 Oct. 2011