1. “Tree”
Katy Harvey

2. Background Information
This is an advertisement for the Nicolas Hulot Foundation, an environmentalist group.
It was originally released in 2004.
Winner of Grand Prix de la Publicité Presse Magazine, 2004, for Good Causes

3. What is the message of this ad?
The advertisement is encouraging people to protect biodiversity. Our environment is crucial to our survival, as shown in the picture, but we are responsible for protecting it.

4. Audience
Who is the audience of this advertisement? Is there a specific group of people that would be most affected by it?
I think the audience could be anyone.
People with children specifically may be more affected by this advertisement because they are concerned with their children’s futures or “destinies.”

5. What do the baby and the tree symbolize?
Symbolism
What do the baby and the tree symbolize?
The tree appears to be taking care of the baby, which is symbolic of the codependent relationship between humans and nature.

6. Focal Point
What is the focal point of this advertisement and how can you tell?
The focal point is the baby. It is illuminated and stands out from the black background. It is the first thing you see when you look at the picture.

7. Balance
Even with the focal point being on the right side of the picture and not in the center, the tree branches and leaves on the left side still create a sense of balance.

8. Lighting
With the exception of the baby, most of the picture is very dark. Is this contrast in lighting significant?
The contrast in lighting is significant to the overall message.
The darkness around the tree shows the seriousness of protecting the environment and suggests that our world’s biodiversity is in grave danger.
The light that is shining on the baby portrays hope. The baby represents the next generation who will ultimately be responsible for protecting biodiversity, so the baby being bright represents hope for future generations.

9. Logos How does this advertisement appeal to your logic?
It appeals to your logic because the picture does a good job of explaining the relationship between humans and nature. It gives the viewer a better understanding of the importance of biodiversity.

10. Ethos Do you think this advertisement is credible? Why or why not?
I think the advertisement is credible because it sends a good message. It was created by a well known environmentalist group in France and the advertisement itself won an award, all of which makes it very reputable.

11. Pathos How does this advertisement make you feel?
The advertisement makes me feel worried about the environment and for the future generations who will be impacted by the loss of biodiversity.
What emotion do you think the creator of this ad wanted to evoke from the viewer?
I think the person who made this ad wanted the viewer to feel compelled to help the environment. He portrays biodiversity positively through the tree taking care of the baby in almost a mother-like fashion, which plays on the viewer’s emotions.

12. Bibliography
United Nations Environment Programme. Tree, September 2010