Fashion Claims More Victims
Than You Think
C Ellington
Background Information
• The World Wildlife Fund (WWF) is an organization that focuses on
the protection of wildlife and natural habitats.
• It was first created by Agency Ogilvy & Mather, Mumbai.
• This picture won the WWF’s contest in 2007 and was later
introduced by the WWF as one of their advertisements.
Ethos…
Ethos
• The ethos in this ad is the creditability of
group that is advertising this photo. They
are a well known foundation across the
world, showing that they are reliable and
believable.
Pathos…
Pathos
• The emotional appeal in this image is the
sympathy that you feel for the two
cheetahs. The tags on the back of them
imply that they will be used to make furs.
Logos…
Logos
• The ad is trying to get through to the
viewer that logically there is no reasoning
for the slaughter of these animals for the
production and distribution of fur.
Techniques
• Symbolism – The tags on
the backs of the two
cheetahs symbolize the
size garment they will
make when their furs are
used.
• The blurry background
makes the cheetahs more
of a focal point to the
audience.
Audience…
• The intended audience could be anyone
that is thinking of or has previously bought
a fur.
Citation
Fashion Claims More Victims Than You
Think
http://www.boredpanda.com/32-mostcreative-wwf-ads/