213 5 Connecting Simple does the trick – an analysis of a WWF campaign poster This poster was part of a 2010 World Wildlife Fund (WWF) campaign. WWF is an organisation that works to conserve Earth’s biodiversity. The purpose of the campaign was to make people think about the threats to existing wildlife. In the poster, you can see two images, side by side. The images are almost identical; they both show a calm, blue ocean. In the image to the left, you see the fin of a lurking shark. Underneath it you can read in white capital letters, HORRIFYING. In the image to the right, there is no shark fin and it reads, MORE HORRIFYING. At the bottom of the poster, you find WWF’s famous panda logo and the message: “Exploiting the eco system also threatens human lives. For a living planet: WWF.ORG” MODEL TEXT an awareness campaign – vitundarvakning to consist of – samanstanda af to conserve – varðveita to lurk – leynast to exploit – misnota For a living planet This poster was part of a World Wildlife Fund awareness campaign created by a Turkish advertising agency in 2010. The campaign consists of several different posters, all with similar composition and message.
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