Anti Bottled Water Campaign
This ad was created by Tappening in an effort to diminish the use of plastic bottled water. Many times bottled water companies advertise their water as coming from pristine springs or arctic ice caps. In reality, the tap water from your sink is more purified than the water in some plastic water bottles. Tappening decided that if bottled water companies could lie in their ads, then they certainly could too. This add claims that the water coming from “ice caps” is destroying the habitat of the polar bear. Of course, this is not true considering the water is not from arctic ice caps or immaculate springs.
I think this was a very smart campaign strategy. It has a very strong pathos and really tugs on the heart strings of the reader.The emphasis of the ad is an adorable cartoon polar bear with tears in its eyes. It uses large bold font to draw attention to the “facts” about bottled water companies and it’s effects on polar bear habitats. If you thought you were causing the death of a cute little polar bear, wouldn’t you stop using plastic water bottles? Barely noticeable to the audience’s attention in the bottom left corner, in small print, the ad says, “If bottled water companies can lie, we can too”. While clearly this ad lacks logos, I believe that this statement adds ethos. Tappening is admitting that they lied, which is a step above the water companies already, while also causing the reader to question the ethos of water bottle companies. Overall, I thought this was very well thought out and designed.
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