Name : Andari Amalia Syahrial

Student ID : A1B215075
Class :A
Subject : Discourse Analysis

Advertising Poster

Source: http://desinema.com/30-amazing-best-ad-posters-ever/

This is one of the advertisements from World Wildlife Fund (WWF) in Switzerland which it
promotes the act of preserving nature from deforestation. They created this poster to make
people aware that so many species are going to extinct; therefore we should all preserve our
green environment instead of cutting them down. We could find this poster in online page
(http://wwf.panda.org/) and in this website we can see many articles, posters and activities
which are related to protecting the earth including animals and plants all over the world. They
made these posters to stop people from acting illegally towards the earth and consider having
healthy life style. As in modern life, people in developed countries start to build tall building,
create more electric energy sources while forgetting the fact that trees are the most important
source of our life and these activities can lead to danger of other species. Many problems
occur due to the carelessness of human doings, such as global warming, natural disaster,
pollution, and so on. Trees are one of the biggest solutions that could overcome these
problems, and they hope that governments and other parties will consider taking the
protective action toward our greens from these posters.

1
In this poster, they focus on the background colour, picture of tree and tiger, word text, and
logo of the organization. As we can see from the picture that it uses black colour for the
background and it makes the picture and the text to look more vivid for the readers. The
function of the word text and the picture of half-cut tree with tiger are to convey the real
message and purpose behind the poster. It is seen that the the tree is cut down, and on top of
the tree image is imprinted with the picture of tiger. They use this technique to show that
there is a connection between trees and tigers’ life. As for the word text, it is said
“Deforestation kills MORE than just trees”. We can see that they want us to pay attention to
the word “MORE” as it uses different colour and all in capital letters. It also uses the
language of war as we notice the word ‘kill’ instead of ‘cut down’ the trees. The text also
uses literary devices of allegory as it has deep meanings other than about the lives of trees
and tigers, and the word ‘MORE’ represents it. This text also has flouted the quantity of
maxim as it purposely gives the reader little information about who will be affected from the
deforestation.

As we observe the poster, we can understand that all the words, picture and the background
are related together to express one meaning with different direction. The black colour of the
background shows the emotion of the tiger, and it attracts the readers’ emotion to feel sad,
gloomy, as if that the dark future is waiting for us due to the deforestation. The half-cut tree
and the tiger imply the meaning that ‘cutting the trees is no different from cutting the tigers’.
This symbol is used to show the impact of the deforestation, that killing trees is actually cruel.
The purpose of this poster is to persuade the audience, so that they support the act of stopping
the illegal logging activity. They use the word ‘MORE’ to convince and make the audience
think that there are more species are endangered due to this activity. The meaning of ‘MORE’
could be other animals, plants, and even humans. Also, there could be some reasons as to
why they chose tiger in the poster rather than other animals. Firstly, it could be that we all
know tigers are endangered species, so it is our real concern to protect them from extinction.
Secondly, it could be to represent that tigers are considered to be the king of jungle world. So,
if the tigers could be killed from deforestation, it could be possible that all the animals in the
forests are dead. Not to mention the logo in the corner when it says “for a living planet” as if
to show their intention of creating this poster that is to protect the planet earth, not just
limited to animals and plants.

This poster is directly concerning the issues about the endangered green environment of all
over the worlds, especially with the countries who have tropical rain forests. As we live in
modern world where everything needs machines, energy spent and industrial buildings,
people keep cutting down trees to produce industry materials and build industry fields. This
activity has led to many problems, such as population, global warming, and dramatic climate
change which are dangerous for human life. Even so, there are still many people who are
unaware of the cause, especially for developing countries in Africa and Indonesia who are not
educated about this matter. Therefore, this WWF organization created an online poster to
spread out the information that we all must protect our greens in order to save humans’ future
life.