Lungs: Before It’s Too Late Created by WWF Presented by Andre Yin

CCLAPPS Analysis Character: The picture portrays a pair of lungs, consisting of trees. The left lung is made of a lush and dense forest. Contrarily, only half of the right lung is filled with trees, while the other half contains the dirt that remains after the trees are cut down. The trees are a major source of oxygen for the human body, so cutting down trees would result in gradual oxygen depletion, and eventually death. In addition, trees take in the carbon dioxide that humans exhale and keep global warming under control as a result. At first glance, one would immediately notice the empty patch in the right lung and realize the blatant and drastic effects of cutting down trees. Color: This is a picture filled primarily with shades of green, emphasizing the importance of trees. The surrounding grassy field is mainly light green, and there are clumps of dark green trees. However, some of the grass is starting to become yellow, signaling that the earth is becoming damaged. The two prominent patches of dark green highlight the main focus of the picture, the lungs. Green symbolizes life, and the abundance of green depicts nature’s gift for humankind. Contrarily, brown symbolizes death and sadness, and the big patch of brown portrays human work that destroys nature. The sky is a shade of blue mixed with gray, which blocks out the hopeful rays of sunlight. Light: There is some sunlight shining across the grassy fields of trees. Although there is light in the picture, the looming clouds block a lot of the sunlight from shining radiantly. The presence of some sunlight symbolizes some hope left for the survival of the humankind and the world; however, the scarcity of light symbolizes hope gradually diminishing as more trees are cut down. Angle: The advertisement shows a front/top, direct view of the tree-lungs and the surrounding field. The lungs are zoomed in to underscore that severe damage has been done and that humans should stop excessive deforestation. Proportion: The tree-lungs are the dominant figures in the picture and take up about half the image. The big brown patch of dirt takes up about a quarter of the lungs, and the brown patch highlights how quickly humans are destroying their own life supply of oxygen and the drastic consequences that will ensue. The sky takes up only about 10% of the picture: the looming clouds gradually cover up the sunlit sky, a symbol of the future. Yet, despite facing this life-threatening issue, humans are ignoring the call to restrain from cutting down too many trees. In the brown patch, there are construction materials and trucks, barely visible. At first, it may seem like that there are a lot of trees, and cutting a few down would not make a difference. However, it takes decades or centuries to grow trees; yet, we are only cutting them down one by one and not planting enough to keep up with the supply and demand. This picture advocates against excessively cutting down trees and instead respecting their presence and important role in humans’ lives.

CCLAPPS Analysis Placement: In the picture, the lungs, which are the central organ, are shown in their entirety in the center of the image. Through the two big patches of trees are many branching rivers that sustain the life of the trees. In addition, there are many trees in the back of the picture. Some may see this extra supply of trees and think that humans will never run out of them. However, they are mistaken. The central lungs are also very substantial, but with continual cutting, the supply has gradually diminished; only three-quarters of the lungs remain. At this rate, if no actions to stop excessive cutting are taken, the world’s supply of trees will be depleted soon. Because the sky is becoming cloudy and dim, it displays its contempt towards mankind’s extravagant use of trees. The truck tracks at the bottom right of the image weave into the forest of trees still standing; this highlights how humans are not repenting for their actions and are continuing to cut down trees until it may be too late. Setting: The picture shows a vast field of trees during the daytime. Although there are many patches of trees in the picture, two big patches of trees shaped like lungs are the main focus of the image. These lung- shaped patches of trees serve as the perfect example for the message the advertisement wants to convey: Trees intake carbon dioxide and provide oxygen, the substance humans need in order to survive. By cutting down an excessive number of trees, humans are just bringing themselves closer and closer to their fatal consequence, death. In addition, if not enough trees are left standing, the world will become sick due to the rise of carbon dioxide level and drop in oxygen level. Message: Trees are the lungs of the world. We all need to stop excessive deforestation before it is too late.