TOW #3- WWF Stop Climate Change Ad

An ad for WWF's campaign to end climate change

At a quick glance, this photograph seems to be a simple portrait of a man.  Then as your brain realizes that this is no ordinary man, the image is astoundingly frightening.  Scanning around the image for some sort of explanation, the caption "STOP CLIMATE CHANGE BEFORE IT CHANGES YOU" jumps out and clarifies that this is indeed a photograph of a man with a fish head as his own.

 Why does the World Wildlife Fund want to scare their audience? Why did they exaggerate the event of climate change so drastically?  Why can't they just tell us to stop climate change without this sickening image?  The World Wildlife Fund uses didactic coherence, fearsome hyperboles, and a distinct use of contrast in coloring in their ad against climate change to overall startle their audience into being persuaded to end climate change.  The fish head looks very well a part of the man's body, making the picture more coherent and believable for the audience. This picture is designed to persuade anyone on this planet to stop climate change as WWF is a global organization designed to help the entire Earth.  By showing the human as a man, the entire world can relate to the image.  By using a black background and shadowy colors on the man's body, the lightened fish head stands out among the rest of the advertisement.  The bold, white, capitalized letters also contrast against the dark background to make it noticeable to the viewers, as it is the explanation for the image above it that helps the audience understand the entire purpose of the ad.  As the audience can understand that a human with a fish head is nearly impossible, the artist wanted to show how extreme climate change is and how much of an affect it can have on humans.  Although the audience may know that this would  be impossible, the inevitable fear in the back of their minds contains a bit of curiosity that could lead them to think that maybe this could happen to them.  The WWF does an excellent job of putting this little bit of fear into their audience and definitely made myself do a double-take and truly think about the effects of climate change on our world.