Meaning Of The WWF Advertisement

WWF is an organisation established to protect the future of nature and has been

over the last fifty years. Operating in one hundred countries globally, WWF has more than

one million supporters in the United States and almost five million worldwide, as a result

there advertisements can reach an incredible size audience. This advertisement is

particularly striking as it circulates against the recent poaching of animals in the wild for

their valuable horns which are sold illegally on black markets. The message of this

advertisement can be dissected into three elements: objects, signs and what is being

interpreted. It can be furthermore broken up into the basic level of meaning, the

connotative level and the ideological level of meaning.

This advertisement is what’s known as

emotional appeal, brands are using a variety of techniques to appeal to consumer emotion.

Source credibility is an important factor in an advertisement and the trustworthiness of the

source, this is applicable to this advertisement as the WWF is such a credible brand pushing

their message of animal conservation.

The connotations of black crows, which are symbols of cunning, death and war are

all elements involved in the poaching of animals. This displays the transition of the process

of poaching, the poachers use their craft to slaughter animals which has sparked a

humanitarian war in Africa. The large barren landscape connotes the idea of a lifeless

habitat, little vegetation due to drought leads to the animal being in total isolation.

Separated from other animals possibly due to being slaughtered this leads to the viewer

thinking is death almost imminent for this helpless creature to poachers. These connotations

connect the viewer’s attitude to the issue. This third level commitment,

In contrast to product consumption which is

for the individual, this is for the greater good of society.

In such a large advertisement there is a variety of objects. The most noticeable is the

large rhino present in the foreground. As well as being noticeable for his unique stature, the

most striking element is the thought provoking graphic design of his horn. It is difficult to

look at this without wanting to look further into the meaning behind this, however the non-

coded iconic message here is simply human feet placed on a rhino’s horn. In addition to this,

the rhino is exceptional strong in build, an alpha male of the wildlife, which is contrasted to

the weakness he possesses in comparison to the strength of poachers. Intelligently

positioned are two crows, or potential vultures ready to cease upon the remains of dead

rhinos that have been poached. Apart from the fauna, the flora is particularly desolate.

Existing plant life is withered and there appears to be no source of fresh water and anything

for the rhino to interact with. All of this unites as a marketing strategy to develop the

deepest of horrifying thoughts animals have to endure in the wild to the viewer. The