Social Responsibility Campaign Analysis Essay

In a world of the future, a regular walk will look like a swimming in the pool and the entire world will be drowned. This Atlántida – like image, which seems to be the representation extracted from a Jules Verne book, aims to create awareness among people upon their responsibility of maintaining the earth and the environment healthy. The ad is a social responsibility campaign, which blends text, image and colors for transmitting a message, a call for action.
The as is directed towards everybody, because everybody can contribute to a healthy world and environment. The text of the ad is formed of two sentences: “Don’t let this be our future. Save our rainforest, stop global warming.” Both sentences represent a call for action, an urge. The first sentence is linked with the image, which illustrates a boy floating in what seems to be a pool, which holds the elements of a city with high office buildings, with a modern architecture, where the buildings seem to be reaching for the clouds.
The image talks about a floated city. However, this is solely a representation at a small scale. At a larger scale, the image could talk about the entire world and not to limit at one city. Therefore, in a floated city, a boy went out for a walk, but the walk transformed into a swim, because the world has turned into a pool. The text advises people (all the people who are exposed to it) to avoid this image to become a reality in our future.
As a secondary message, the advertisement explains why the world will turn into a global swimming pool: “Save our rainforest, stop global warming.” Therefore, because of the gradually destruction of the global rainforest, the water will not be re-circulated in the environment, because there will be fewer and fewer trees to absorb the water and breath it back into the air. The water that comes from the rainforest maintains the world’s balance, and so does the entire rainforest. Damaging it means severely affecting the environment and causing severe imbalances. Global warming is one effect.
The rainforests are placed in the Ecuador, where the sun reaches and stays for 12 hours per day. Interacting with plants, the solar rays are transformed into energy and generate the process of photosynthesis. This process allows a high bio – diversity and the rainforests host various plants, which store the solar energy, and animals, which consume the plants rich in energy. Therefore, a unique ecosystem is protected within the rainforest and maintains the biodiversity, solar energy and water in balance. Cutting out trees, destroying plants in the rainforest implies ruining the ecosystem, because the plants will cease to exist without the protection of the large trees and without continuous water.
The trees hold the drops of rain, which they absorb or just keep on their leaves. When the trees transpire, they send the water down and then up, re-circulating it, while watering the plants. With no trees, the sun will burn the plants directly, they will dry and the herbivore animals will not be able to feed themselves. Their extinction will also generate the extinction of the carnivore animals. The wild world will cease to exist if we do not protect the rainforest and everything around us will become massive blocks of buildings. This is how the image of the advertisement can be interpreted. The lack of any green space transmits this idea.
Through this ad, the people are being prompted to become responsible and to get involved in saving the rainforest by opposing to the massive deforestation, necessary for the valuable wood, for the space to live, for settling farms or for pasturing. The human involvement in the rainforest must be as limited as possible, in order to let this ecosystem develop and have its own life. The humans should save the rainforest by letting it stay where it is, by not impacting it in any way: not through farms or cattle, not with settlements, not with deforestation for the capitalizing the valuable woods.
Global warming and deforestation of the rainforest are reciprocally influenced. While global warming impacts the rainforest, cutting down trees contributes to global warming. The CO2 (carbon dioxide) is eliminated into the atmosphere when the trees are cut. Together with methane and nitrous oxide, the CO2 generated into atmosphere form the greenhouse effect, as these are greenhouse gases.
Another effect of the global warming is the melting of the ice. The largest amount of ice is found at the poles, where the sun rays touch the least our planet. Nonetheless, if the heat increases, the frozen places will be also impacted, as the global warming will cause the iceberg to melt, leading to large amounts of water being launched on the oceans, and this will increase the oceans and seas’ level. This process will inevitably lead to drowning territories.
A subaquatic world is where the global warming will lead towards. A world as such described by Jules Verne in “Twenty Thousand Leagues under the Sea”, only that there is no marine population, only humanoid, living in unnatural conditions.
Both the deforestation of rainforest and the global warming are man – made processes, according to this ad, and it is in our responsibility to stop them, in order to avoid a future under water.
The abundance of blue color creates the idea of coldness. Water everywhere, has set the color upon everything and the entire environment is blue. People have adjusted to this lifestyle and are swimming as if they are walking. The dress code will also change in the future, to adjust to new climatic conditions. The buildings in the back of the pool seem dull, as if nothing ever happens there. The single element that animates this image is the boy in the swimsuit, and the shining of the sun that trespasses the water waves.
The image has a dual understanding. It can signify all the above, a city of the future, wherein everything is under water, or the awareness of this possibility. In this second hypothesis, the little boy swimming in the pool could represent the human responsibility and the enlightening of people about the effects that the human development has upon the nature. The fact that the character and the single living presence in the ad is a young man, implies the fact that responsibility and the awareness regarding protecting our planet should be a fact of life, learned and understood from an early age.
The ad implies geographical and environmental knowledge and it comprises an extensive theory about how global warming occurs and how people, through their actions contribute unwillingly to this process. The advertisement sets a strong message and the image is self – revealing and its impact is strong, determining people to get better informed about the rainforest, global warming and their effects upon the environment, nature, and life as a whole.