WWF Desertification: Leopard
In this advertisement, appeal to authority (ethos) is well performed. First, by looking at the picture carefully, it is not difficult to find out that the lower half of the leopard's body is disapearing; it first breaks into small pieces and finally turns into sand. At the bottom of the picture, the creator also writes down a sentense, "Desertification destroys 6.000 species every year". By doing this directly and simply, the WWF(World Wide Fund) is appealing to the value of many people who believe they should do something to protect the Earth. Second, the logo of WWF itself shows the credibility, too. People all know WWF is a non-profit organization whose aim is to protect the environment and creat a better life for human beings. When the readers notice the logo, they will subcontiounsly trust what WWF says and even begin to do something to protect our planet.
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