Environmental
protection can be a difficult topic, especially when the focus is on
animal rights and the preservation of soft assets. Not everyone cares
about a polar bear, and, indeed, overemphasis on propping up
spokes-species can even allow opponents to create strawman arguments
ridiculing the value and necessity of the conservation efforts; the
sadly common anti-environmentalist quip about how pandas would be
extinct if not for human intervention is symptomatic of that type of
mindset. Convincing many people that the value of nature and
biodiversity outweighs the benefits of an easily accessible (if
mostly unsustainable) economic engine instead requires a more
rational appeal.
Centering
this poster advocating environmental sustainability around health
issues helps it appeal to a wider audience, as the value of good
health is obvious to anyone. Integrating a deforested area into a
medical image common in any country where anti-smoking campaigns are
active further helps the meaning cross language and cultural
barriers. Notice as well that the image they chose wasn't of an area
that was mostly ravaged, but one still largely intact. Not only does
the overall emphasis on the beauty of the land inspire the romantic,
but the subtext is that there is still plenty of hope for a positive
change; this idea is further reinforced by the small message in the
corner beside their panda logo “Before it's too late.”.
Simultaneously
this poster is in your face, and subtle, obvious, and soft spoken.
The sympathetic aspect of the audience is drawn in by the beauty and
surreality of the image, as their logical aspect can appreciate its
stark logic.
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