1. Fashion Claims More Victims Than You Think
C Ellington

3. Background Information
The World Wildlife Fund (WWF) is an organization that focuses on the protection of wildlife and natural habitats.
It was first created by Agency Ogilvy & Mather, Mumbai.
This picture won the WWF’s contest in 2007 and was later introduced by the WWF as one of their advertisements.

4. Ethos…

5. Ethos
The ethos in this ad is the creditability of group that is advertising this photo. They are a well known foundation across the world, showing that they are reliable and believable.

6. Pathos…

7. Pathos
The emotional appeal in this image is the sympathy that you feel for the two cheetahs. The tags on the back of them imply that they will be used to make furs.

8. Logos…

9. Logos
The ad is trying to get through to the viewer that logically there is no reasoning for the slaughter of these animals for the production and distribution of fur.

10. Techniques
Symbolism – The tags on the backs of the two cheetahs symbolize the size garment they will make when their furs are used.
The blurry background makes the cheetahs more of a focal point to the audience.

11. Audience…
The intended audience could be anyone that is thinking of or has previously bought a fur.

12. Citation Fashion Claims More Victims Than You Think