This ad for the World Wildlife Fund is making an attempt to persuade the public to pay more attention to endangered animals that are not widely known. The ad shows a school of bluefin tuna with one wearing a panda mask. Underneath features a quote that says “Would you care more if I was a panda?”
This ad is powerful in the way that the dark lighting and little color variation sets a very somber mood and portraying seriousness and heaviness of the issue of the overfishing of bluefin tuna. WWF uses the panda as a way to evoke greater sympathy for this particular cause since the face of the panda has long since attracted attention from the public. The audience can immediately recognize the panda, but the rest of the ad will make them stop and think about the real issue. Another symbol that plays into the way the ad is viewed is the sunlight at the top that shines into the water. The tuna are swimming in the opposite direction, away from the fishermen above sea level. It could also be ironic because light usually represents hope and positivity, but in this context, it is the opposite, where the darkness is where the bluefin tuna belong and thrive.
The theme that is prominent with this ad (as well as the gorilla and rhino versions) is sympathy. As previously stated, the panda is an icon for the WWF and its target audience. They’re typically seen as cute, non-threatening animals that people feel they should support because they are endangered. However, people don’t typically feel bad for fish or think about how overfishing can be a problem. This method of persuasion seems slightly harsh, especially with the quote, but it is powerful in getting the message across and raising awareness.
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