This advertisement is a plea from the World Wildlife Foundation for people to stop, think, and refrain from killing wild animals that are quickly becoming endangered. The ad uses vivid imagery and powerful diction to cause viewers to halt and take notice of an issue that is quickly becoming more serious as time goes on. The image the advertisement uses, strikingly appeals to the pathos of its audience. The sight of a person holding a gun pointed at a child is an image that will immediately catch the eye. The horror of such a sight is meant to resonate in the viewer's mind.
When paired with the caption, the image evokes an even stronger appeal to pathos. When asked to imagine the child as their own, with a gun pointed at him/her, the adult audience will feel a wave of horror for such a picture as it creates itself in their mind as their own child dressed as a tiger in the woods, about to die. It also offers a new perspective to people, reminding them that animals have children too, and tries to get the viewers to relate to a parent animal (in this case a tiger), who's child has been taken from them by humans.
The logo of the WWF in the corner of the ad gives the advertisement an immediate credibility and appeal to ethos. This shows the audience, any person intellectually advanced enough to understand the connotations of the ad, that the poster is the product of a legitimized agency that fights to protect wildlife. The caption of the advertisement completes the effect, adding an appeal to logos. As is often the case in ads such as these, the logos appeal, paired with the image, feeds into the appeal to the pathos of viewers. I believe the ad is very effective in its purpose to advocate the protection of wildlife, and show the terrible nature of people today regarding wild animals. It appeals primarily to the emotions and conscience of its audience, and provokes thought and an automatic sense of repulsion with what the image shows.
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