Deforestation Research Paper

As reported by  renowned researchers, “Since 1990, 420 million hectares of forest have been lost as a result of human activity,” (Lai Olivia ¶ 1) . Humans have been destroying the earth for an extensive amount of time, and the problems only seem to intensify  with time. One issue in particular humans has caused is deforestation. Deforestation is the loss of forested land for human benefits, and it is a growing problem in today’s society. This devasting problem is serious and will cause irreversible damage if not resolved. Though humans are the reason for this destructive matter, we can also be the reason for change. One way to promote the idea of opposing deforestation and taking measures to solve this complication  is through advertising. Advertising, specifically deforestation advertisements, can be extremely impactful, changing one’s views entirely . An example of this is  expressed through Ganesh Prasad Acharya’s advertisement created for the Sanctuary Asia Magazine in 2014  and Lion’s Heart advertisement created for Greenpeace and The Pollution Footprint Campaign in 2017.  Both of the advertisements effectively use strong narrative, thought-provoking text, and powerful emotional appeal to bring awareness to the growing problems of deforestation. 

In 2014,  Sanctuary Asia Magazine released an advertisement that presented a jaguar perched upon a tree branch,  and both were severed at the same point with half of their figures missing. Viewers eyes are first drawn to the bright red blood pouring from the jaguar’s body, which contrasts against the dark green background of the rainforest. The blood of the animal represents the gruesome effects of deforestation and how it directly impacts wildlife. Although the advertisement uses a repulsive and intense illustration, it creates a narrative that causes viewers to react. Through this, the audience questions why the animals are being killed and how deforestation generates a domino effect in which it severely effects things other than only the trees. The advertisement creates the idea that as trees and forests vanish, so does wildlife because it relies heavily on its environment for survival. There was intent  with the specific animal that was chosen for this advertisement because jaguars are on the endangered list today; additionally, there was also intent with the text used on the advertisement. The text at the bottom right corner of the advertisement states,  “When the wood go, wildlife goes,” in miniscule  white font. With the usage of this font, the impact of the narrative is not minimized and viewers are approached in a subtle way. The text allows for further explanation of the story behind the advertisement and makes viewers question the impact deforestation has on not only the rainforest  but also the wildlife within it. Sanctuary Asia uses a strong narrative, thought-provoking text, and specific details to appeal to viewers emotions by making them feel sad and sorrowful . The viewers feel sorry for the jaguar because the blood represents pain and an understanding that deforestation kills more than trees. If the advertisement had only used a severed tree, it would not have the same emotional effect because the tree can not necessarily feel pain or express emotion the way a living animal can. Acharya’s intent was to instill the feeling of heartache to effectively impact the audience to oppose deforestation and make a difference. 

Three years after Sanctuary Asia Magazine published Acharya’s advertisement, Lion’s Heart released an advertisement created for Greenpeace and The Pollution Footprint Campaign. The advertisement uses an aerial view to reveal a bright green forest with a missing section of trees in the shape of both a footprint and fingerprint. The missing section is the focal point, and the bright green colors contrast against the dark browns of the missing section. The  green colors represent optimism, stability, and peace, (“Green Color Psychology” ¶ 2)  whereas  the brown colors represent emptiness, sadness, the lack of liveliness (“Brown Color Psychology ¶ 4), and in this specific advertisement, death.  Similarly   to the 2014 advertisement, Lion’s Heart also speaks to viewers through the powerful narrative it creates; however, it uses a less horrifying approach. By using the design of a human fingerprint combined with a human footprint, the advertisement promotes the idea that people are the reason for deforestation. It represents that the mark humans are leaving on this earth is destructive. The strong narrative is also intensified with the use of thought-provoking text. Identically  to the 2014 advertisement, the text stating, “Is this the footprint we want to leave?” is placed in the bottom right corner; however, the text is slightly larger with black font, yet the intention is still to subtly communicate with viewers.  The text makes the audience question their own actions and those of the human race that have large impacts on the world.  As the text creates a feeling of guilt within the viewers, it also furthers the understanding of the image by questioning people’s actions. The design of the image directly plays on the words of the text by using a footprint figure to compare to the concept of an ecological footprint. Comparably  to Acharya’s advertisement, Lion’s Heart attracts viewers through their emotions by using color, thought-provoking text, and powerful narrative. It  pressures the audience to feel guilty about their actions by connecting the direct impact that fingers have on deforestation,  compared to the 2017 advertisement that manipulated viewers by forcing the feelings of sadness and empathy. Lion’s Heart effectively uses several details to express the importance of opposing deforestation. 

The Sanctuary Asia Magazine advertisement and the Lion’s Heart advertisement created for The Pollution Footprint Campaign effectively use powerful narrative, thought-provoking text, and strong emotional appeal to manipulate viewers into opposing deforestation and understanding the effects it has. The main message of the first advertisement is that deforestation effects more than just the trees, and the message of the second advertisement is to question humans’ behaviors  and to take action against them. Although both advertisements take a different approach, they have the same idea that deforestation is a destructive issue, and it needs to be stopped.