Assignment on Advertisement Analysis:

Submitted to:
Shafiqur Rahman
Assistant professor
Department of English
East West University

Submitted by:
Saiyeda Nuzhat Baad Sabah

ID: 2018-1-93-006

Course: Eng 501

Course Title: Professional Communication
Section: 1
Date: 15.04.19
Frankfurt Zoological Society: Elephants

Advertising Agency: Leo Burnett, Germany

Creative Director: Hans-Juergen Kaemmerer
Art Directors: Christopher Bueers, David Apel
Copywriter: Florian Fehre
Photography: Getty Images, Gorka Aranzabal
Modeling: Johannes Brus, Patric Rottenecker

Published: April 2016
 Who created this message?

The text represents the necessity of biodiversity and wildlife and how it’s gradual extinction is

occurring. The Non-government organization Frankfurt Zoological society works for

conservation of wildlife and their natural habitat.

The actual advertisement contains logo, slogan and a well edited photograph of a natural scene.

The Elephant is a statue this creates human interest. Every element is synchronizing very well.

The photo and the content support each other almost perfectly. The elephant is the main

attraction and all the other information is on the right side corner at the bottom.

This advertisement belongs to the Environmental and Animal Conservation genre. Generally

when an advertisement is made on the preservation of wildlife, biodiversity and ecosystem the

presentation is quite different then the Frankfurt Advertisement. Those advertisements would

have picture of human taking care of animals or animals living in natural habitat or grotesque

and disfigured dead body of animals or even humans exploiting animal rights. Rather in this

advertisement a simple background of a forest landscape is used in contrast with a statue of an

elephant is in water. This picture goes perfectly well with their slogan. The massage is delivered

in a soft tone and in a witty way.

At a glance from far it seems an elephant is standing in an water body in an wild place. It is not

the case. The photo is well edited and computerized. The photo of natural scenery and the

elephant is superimposed and edited through photo editing software to mix and match the colour,

contrast and bulk of the statue with the dimensions of the trees and other elements surrounding it.

That made it appear real and natural. This gives the advertisement a very compact and
professional look. Wide lanes DSLR camera or such professional equipments are used for taking

the perfect shot.

The advertisement was created by Leo Burnett advertisement agency. Eight people created the

advertisement. The art, slogan, logo, modeling and directing every part of the advertisement was

put together by creative people having different content making skills.

What creative techniques are used to attract my attention?

Firstly all the colours are in same tone that is why no element is too overpowering. The bronzy

elephant ears goes well with ground covered in the shadow of the trees. The size of all the

elements are proportional.

The set looks like some kind of grazing area because of the tress and the water body. Elephant is

a prop here which has the perfect amount of glossiness and shadow .The elephant is in a pose of

making water fountains with his trunk. That is one of the common movement that elephants do

when they are in water.

The light source is on the left sky that is why shadow is falling on the right side. The glowing

effect on the left side of the Elephant is making it more prominent and firm like a statue.

There is less of the light part more of the dark part so the camera should be placed at the centre

but it was not straight. Rather a little bit angled. It was taken in wide landscape mood.
Visually the photo says it all. The story is told in new and artistic way. It is saying the appropriate

thing but in a very light way. The bottom line is the harsh reality of our ecosystem. An elephant

is in water in a forest like area which is its true place and state. This is something people need be

aware of.

The Elephant is the metaphor here that we are too busy with materialistic things and we are

ignorant of the real situation. It's a fact that biodiversity and environment equilibrium is lost way

before. Still we are filling up our environment with artificial things rather than preserving the

gifts of nature. So it is time to not just think but help in preserving wildlife.

The massage -"The amount of statues already outnumbers their living relatives". Is a sarcastic

way of saying that animals are dying. Animals are like the living ornaments that enhances nature.

Similarly we use animal statues to decorate houses and as landmarks. These endangered animals

are getting lesser and lesser day by day. The ad projects that right now statues are more in

number compared to the living Elephants. If this continues for long than statues will be the only

thing we are left with. Animals like Elephants will just become a chapter in encyclopedia.. This

is what Frankfurt Zoological society is delivering in the advertisement.

It was a great picture and an effective slogan so it catches the eye instantly. But now a days we

often see these kinds of statues in gardens and parks. In the advertisement the location seem

natural and raw. Another thing in such a big space there in other animals which is generally not

the sense. All sorts of animals, birds and creatures roam mostly around water bodies that means

the verity in wild life is decreasing. So even the artificial is the real deal now.
How might different people understand this message differently

from me?

The Bongobondhu Safari park at Gazipur has rehabilitation and reproduction centre for

engendered species of animals. There was restrictions for the zones where tortoise breed .But

there was also real life elephant ride. Where the trainer sits in front and the tourist behind him no

harness no carriage .It seems strange that animals which can be source of earning are treated like

that. Same with the peacock section almost all peacocks had no tail. There were many statues

inside the park. Some people somehow get intrigued by the whole situation. There is also a lake

where people through fish food from packets and enjoy how the fishes go crazy over it. But so

much excessive chemical food destroys the ecosystem of the pond. Since the fish are over eating

they are passing stool more which makes the lake water dense and polluted which causes lack of

oxygen and fishes who usually stay at the bottom come up .The whole food cycle is imbalanced

there. The lake creature like planktons and weeds produce enough food for the primary and

tertiary consumers the food chain revolves like this. But that's quite impossible in that lake.

The way the story is portrayed in the advertisement it states a true condition. There is solution for

this. Many NGO's are also active in our country too but proper awareness needs to spread. Ad

like this can help to make people more active about preservation of animals.

According to Stuart Hall's theory people can interpret this advertisement in three ways-

•Hegemonic: People will decode the massage exactly the way the advertisement projects without

any questions. It is time start protecting animals or else nothing will be left out.
•Negotiated: People decode the massage but they might have a different view about it might.

•Oppositional: people who will completely misinterpretation the massage and do not agree with

it. Think that it is the Job of Forest Division public has nothing to do with it.

It is obvious that people will have different viewpoints. Due to demographics, personality traits

and upbringing. So it is wrong to blame one point of view to be wrong. When there is a good

cause supportive response is expected.

What values, lifestyles and points of view are represented in, or

omitted from, this message?

The advertisement depicts people's reluctant behaviour towards conservation of wildlife and their

natural habitats. It also shows people's importance for artificial achievement rather than

flourishing the natural world.

The animal and nature lovers will be immediately feel connected with the massage. This

advertisement does not give out any information of how to preserve animal rights or what about

other animal don't they need a better environment to live. Giving picture of one elephant it

becomes generalized.

The idea of preservation of wilderness and biodiversity is being sold to us in the massage.

Conservation Biologist argue that very species of animal is valuable because it serves utility for
the ecosystems. It helps the biodiversity to sustain. Many such ethics and values are present in

the writings of Aldo Leopold who is consider as a classical thinker in this matter.

The economical value of ecosystem and biodiversity is considered as natural capital. It is

estimated that only in America the natural capital has an annual value of 250 billion dollars. In

New Zealand the value of ecosystem services is imputed to be as great as the Gross domestic

product of that region.

The massage indicates that humans are not treating animals well. Reasons like pollution,

urbanization, industrialization and deforestation are causing harm to wildlife.

The Frankfurt Zoological society have projects in Africa, Asia, South America and in Europe so

a wide range of people are reached through this advertisement. No matter what kind of forest or

lands the lifecycle of animals with nature are interconnected. A massive number of species of

animal are extinction every year so the cycle is breaking and becoming more and more

imbalanced. It is not an issue just in Germany or any other continent it represents the condition

all over the world.

Although the advertisement is calling for help and making people more thoughtful only a certain

group of people will try to learn more from the FZS website. For all the rest consciousness about

their activities which are detrimental to the wildlife is missing. They will continue doing the

same thing.
Why is this message being sent?

The advisement was created By Leo Brunette agency in Germany. It was created for promoting

Frankfurt Zoological Society .It is a print media advertisement which was published in April

2016.

The massage is to encourage donation and voluntary work for the foundation. Since it is a Non-

governmental organization it needs a great deal of funding for all the projects to run .

They are sending the message to the people who can donate and help the projects grow. The FZS

website has a separate section dedicated to this. It contains detailed and upgraded report on the

progress made in the conservation projects.

The sponsors of Frankfurt Zoological Society, social media patters and wild life sector profits

from this massage. Usually social networking sites make profit from the number of people who

are getting connected and on views too.

Public benefits from the massage. The averment is encouraging a better world and healthier

planet. So definitely public are benefited from this. The more a country has forest area and wild

life it is considered to be naturally richer and sectors like tourism and natural capital benefits

from that. Which builds a better living atmosphere and a more morally conscious country.