Visual Rhetoric Presentation: Johnathan Snider
Background Information: GreenPeace
• GreenPeace was founded in Canada in 1970 by a large group.
• The sole purpose of the organization was to put an and to
nuclear weapons test; the group has since attempted to solve
all issues that endanger wildlife and nature.
• The group opposes various issues that range from global
warming to nuclear arms and the use of toxic chemicals.
• Now, the group is an international foundation with 2.8 million
supporters in 41 countries.
• This advertisement was presented in the newspaper in many
European countries and is now an online advertisement.
What is the purpose of this
advertisement?
• The purpose of this
advertisement is to
promote the use of
recycled products to
reduce deforestation.
• The effect would
reduce the destruction
of habitats and help in
the fight against global
warming.
Who is targeted as an
audience?
• European
consumers of
Kleenex and other
Kimberly-Clark
products.
• Concerned
European citizens
and nature
enthusiast that
read the
newspaper are
also targeted.
What affect does the color choice
have on the message?
• The neutral colors sets up a
serious and slightly grim tone
for the text. This color choice
helps GreenPeace to evoke a
response with the combination
of the mood created and the
text.
How is ethical appeal presented in the
image?
• The logo of GreenPeace
establishes ethical
appeal due to the well
established point that
the organization does
not depend on
government assistance
but on their supporters.
How is emotional appeal presented
in the image?
• The thought
provoking image on
the tissue box along
with the text create
a sorrowful feeling
within the those
that realize how the
forest and animals
are being affected.
What is the logical appeal in this image?
• If consumers were
to use more
recycled paper
products less
damage would be
inflicted upon
forests and the
animals within.
What is the effect of cropping
the picture?
• The image of the tissue box
alone evokes serious thought
of the effects of using paper
products but without the
words the connection to a
specific area affected is lost.
• The image of the tree logs on
the box promotes the
reduction in the use of paper
products rather than the use
of recycled paper.
Another advertisement by GreenPeace
Sources:
• www.greenpeace.org