Advertisement Analysis: Panda Vs. Fish

Panda Vs. Fish
There are advertisements (ads) that are being made all the time. There are many different types like commercial, print, and video ads. They are made for many reasons that cover different areas and they depend on the target audience such as ads for food, electronics, hygiene, businesses, and awareness for problems. Ads are based off of the perspective of the audience, which is why they make different ads depending on what group of people they are trying to reach. There are two ads that raise awareness and try to get funds for environmental problems. The first ad portrays a school of fish that swims in formation and spells out SOS, which is morse code for help, but the SOS could also mean save our seafood. This ad is either trying

to say that fish are dying from pollution, overfishing, or because of the destruction of their coral reef homes. Also the company of this ad is Begemot, a russian organization that focuses on making ads and commercials for others. The second ad is of a panda grasping the side of a roof of a tall building. He tries to hold on as long as possible, with a look of fear in his eyes. Also this ad resembles that of a comic book image. This ad is figuratively saying that pandas are endangered and if we don't help them they will disappear. Also the company of this ad is Leo Burnett Iberia Madrid a spanish agency that creates advertisements for others. Both companies made these ads for WWF to advertise the “world fund for nature”. Madrid advertisement is more effective because it motivates and impacts the audience by the urgency of the Advertisement.
The ad by Begemot could possibly target fishermen, people, marine biologist, and divers because it is not very specific on what they are trying to get people aware of.

In other words it is saying that fish need help and it does not go in depth on what problem they are addressing. If you did not know that it was an environmental awareness ad by the logo, you may think that it could have something to do with fish training or underwater cameras. The ad by Madrid is targeting people who care about the environment and want to help. They did this because they can't save the pandas by themselves, so they need support and funds. Also it addresses both older generations and younger generations when it comes down to how the ad looks. There could be other ways of targeting this audience through another message. I think that the stronger the message the more powerful the advertisement will be. Both ads use rhetorical devices to increase its effectiveness of the

ad.
The rhetorical devices in the advertisements by Begemot and the advertisement by Madrid affect their audiences in different ways. The ad by Begemot uses the rhetorical device of ethos, which does not affect the audience the way it is suppose to. It could be trying to rely on the fact that people love fish and would do anything to save them. It is suppose to encourage the audience to want to help the fish. The ad tries and fails to appeal to the audience causing a negative outcome in which they don't get any help. The ad by Madrid uses the rhetorical devices of pathos and ethos. It affects the audience by triggering their emotions and increasing the likelihood of them wanting to help. People think that panda are cute and cuddly, so when something bad is happening to them people either get sad or mad maybe even both. Then they would definitely want to help. In other words the ad by Madrid appeals to the audience by persuading them by mainly using pathos. They also use different formats to help get their point across faster and clearer.
The ad by Begemot use the z format, which is shown when your eyes start from the top of the ad and travel down in the shape of a z.The ad is in landscape so that the viewers can see more of the image and it uses the natural colors of the the sea floor. It shows a picture of when you use a professional underwater camera and you can tell it was taken deep under water by how it starts to get dark. This ad uses ethos because of how companies know that using an image taken by a underwater camera would attract marine biologist and divers. The people that see this ad would notice that the school of fish is the most important part of the ad. The ad by Madrid also does this, but to a different extent. It emphasize on the height of the building and the danger included with it. When someone first sees the ad their eyes would notice the panda right away causing the an impact on the viewers. The colors make it look dark and damp with a fog drifting in, which makes you feel like you need to take action. The ad relies on pathos because of the panda about to fall. Also it uses ethos because companies know that if it looks like a comic books it will attract more younger viewers. Not everyone would agree with me on this, but almost all of you would agree with me.
Some people believe that the ad by Begemot is more effective than the ad by Madrid because of its layout. Its layout is a common layout among ads and it is usually effective, but it depends on more than just the layout. There are other aspects to an ad besides it’s layout like the meaning behind it, the tone, the target, and the clarity of what they are trying to get across. The ads target and it’s message is unclear. Unlike the ad by Begemot, the ad by Madrid is very clear because the message is easily understood and it’s use of pathos really pulls the audience in. It may not be the best ad out of all ads but it works. The ad’s logo is small, but the image really expresses the message. I think that both ads focus on the image and not words, but the ad by Begemot did not do very good job of expressing what they are trying to get across. If they adjusted the ad by Begemot to be more clear on what they are trying to get the audience to do and maybe add some pathos to increase the effect of the ad.
When I was a kid many of us did not care about anything, but themselves and their family.

Almost all the kids including me just wanted to go out and have fun. We would just go to the park or the beach. The only thing important to us was to have nothing less than fun everyday. As we grew older we started to understand things that are happening around us with more clarity. We noticed that nothing in life is free and that you can not get anywhere in life if you just do things that are fun. Then we started noticing all the problems around us like global warming and species going extinct. We saw advertisements about all the endangered species and we knew that if we do not help them they will be gone soon. There are many ads out there for many different reasons and the reason for these ad were to raise awareness for environmental problems, which are good for everyone because of how it's helping people understand that if we don't start taking care of our planet it will no longer take care of us. As species slowly go extinct and alter the food chain, it will eventually cause a chain reaction resulting in all species to go

extinct.