The current paper aims to discuss What Goes in The Ocean Goes in You visual advertisement. It is necessary to note that this ad is focused on the observation of the current ecological issues. Accordingly, the fundamental aim of the ad is to motivate people to change their attitude towards the environment. The basic audience of the ad is the U.S. citizens living on the west coast. However, this message is also relevant to the entire global community due to the fact that environmental pollution results in the destruction of ecology throughout the planet.
The examined ad consists of the two basic elements, which are visual information and textual explanation. These elements are developed in accordance with the persuasive strategy of the message. Thus, the image of sushi made of polyethylene and plastic elements is fundamental for the formation of the necessary emotional appeal. The aim of this image is to shock the audience with one’s absurdity. Obviously, people usually admire food advertising, which is made by the qualified photographers. In this case, it seems that the sushi is real at first glance. Nevertheless, there appears the negative subconscious reaction of the brain due to the fact that it is dangerous to eat this food. Accordingly, our mind rejects the image and mobilizes forces to analyze the causes of such a decision. The context of the image plays a big role in the formation of the effect because sushi is made of rice and fish. The author replaces the fish ingredients to make a focus on the specific issue. It becomes clear that the image of the plastic sushi is central for the attention attraction.
The dialectical development of the message is supported by the heading of the advertising. The What Goes in the Ocean Goes in You text has a purpose to link a viewer and the message with the help of the logical assumption. The information written in small print ensures the credibility of the basic statement. The statistical information reveals the fact that there exists the large-scale pollution of the ocean, particularly on the west coast. Obviously, there are no attempts to solve this problem on the governmental level. It is possible to state that the image and its description create the pathos-logos-ethos persuasive scheme, which is crucial for the success of the message.
Thus, the use of pathos leads to a deep emotional response of a viewer (Fahnestock 42). As it has already been mentioned, the image of the plastic sushi disgust an audience. The mind of an individual tries to find the methods to overcome this negative effect. The use of logos gives an opportunity for a viewer to structure the message and understand the cause of the plastic sushi existence. Finally, the implementation of ethos helps to prove the credibility of the represented data. The pathos-ethos-logos dialectical structure creates a clear and concise message, which brilliantly reveals the discussed topic.
It is possible to conclude that the advertisement provides an important problem for the social analysis. Unfortunately, the paradoxical image of the plastic sushi becomes real with every year. It is beneficial for the welfare of humanity to make a response to the message provided in the advertisement and implement some fundamental changes in the system of ecological sustainability.
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Fahnestock, Jeanne. Rhetorical Style: The Uses of Language in Persuasion. Oxford University Press. 2011. Print.