“Tree”
Katy Harvey
Background Information
• This is an advertisement for the Nicolas Hulot
Foundation, an environmentalist group.
• It was originally released in 2004.
• Winner of Grand Prix de la Publicité Presse
Magazine, 2004, for Good Causes
What is the message of this ad?
The advertisement is
encouraging people to protect
biodiversity. Our environment
is crucial to our survival, as
shown in the picture, but we
are responsible for protecting
it.
Audience
Who is the audience of this advertisement?
Is there a specific group of people that would be
most affected by it?
I think the audience could be
anyone.
People with children specifically
may be more affected by this
advertisement because they are
concerned with their children’s
futures or “destinies.”
Symbolism
What do the baby and the tree symbolize?
The tree appears to be taking care of
the baby, which is symbolic of the
codependent relationship between
humans and nature.
Focal Point
What is the focal point of this advertisement
and how can you tell?
The focal point is the baby. It is
illuminated and stands out from the
black background. It is the first thing
you see when you look at the picture.
Balance
Even with the focal point being on the right side of
the picture and not in the center, the tree branches
and leaves on the left side still create a sense of
balance.
Lighting
With the exception of the baby, most of the picture
is very dark. Is this contrast in lighting significant?
The contrast in lighting is significant to
the overall message.
The darkness around the tree shows
the seriousness of protecting the
environment and suggests that our
world’s biodiversity is in grave danger.
The light that is shining on the baby
portrays hope. The baby represents the
next generation who will ultimately be
responsible for protecting biodiversity,
so the baby being bright represents
hope for future generations.
Logos
How does this advertisement appeal to your
logic?
It appeals to your logic because
the picture does a good job of
explaining the relationship
between humans and nature. It
gives the viewer a better
understanding of the importance
of biodiversity.
Ethos
Do you think this advertisement is credible?
Why or why not?
think the advertisement is
credible because it sends a
good message. It was created
by a well known
environmentalist group in
France and the advertisement
itself won an award, all of
which makes it very reputable.
I
Pathos
How does this advertisement make you
feel?
The advertisement makes me feel worried
about the environment and for the future
generations who will be impacted by the loss
of biodiversity.
What emotion do you think the creator of
this ad wanted to evoke from the viewer?
I think the person who made this ad
wanted the viewer to feel compelled to help
the environment. He portrays biodiversity
positively through the tree taking care of
the baby in almost a mother-like fashion,
which plays on the viewer’s emotions.
Bibliography
• United Nations Environment Programme.
Tree, 2004. 28 September 2010