"Don't buy exotic animal souvenirs" by WWF

(Source: http://www.techinasia.com/createive-fear-appeal-ads-from-wwf)

Media: The Internet

Ad Title: Don't buy exotic animal souvenirs

Headline: "Don't buy exotic animal souvenirs"

Visuals: The advertisement features the inside of the airport and a tourist or a traveller who is rolling her suitcase outside which is leaving a trail of blood that symbolizes the exotic animal that has been killed and been made into a souvenir which has been bought by the tourist.

Prospects: To get readers to take action, help stand up and support the cause.

Problem: Consumers buying exotic animal souvenirs from overseas.

Objective: Having the readers to stand up for this cause so that the extinction of exotic animals will decrease slowly in future with the being taken.

Strategy: It is to appeal fear in the readers eyes to grab their attention on how they convey the message from the advertisement and to take action from it.

This advertisement appeals fear from the readers, the headline from the advertisements makes the readers think twice from the message that is being decoded from the advertisement. Furthermore,the advertisement from WWF determines an act that if it shall continues it will cause harm to exotic animals in future. The advertisement extracts the negative effect from the readers and pin points the solution from the problem.Thus,the solution of the problem to the readers would be to take action, increase the awareness and also for readers to stand up for their cause.

By Wong Mei Yee