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Week 2 Ex. B

Consctructive Criticism


https://www.adsoftheworld.com/media/print/wwf_insomnia

 Description

This is an insomina-related WWF advertisment desgined by Miami Ad School. The ad strictly sticks to  2 basic colours black and white. The ad is kept minamilistic as besides the WWF logo, it includes a sentence of text and several silhouette of Vaquitas. The content of the ad is expressed using text in the top centre of the ad - "Counting Vaquita will make you stay awake at night".

Analysis

The typed message contradicts our prior knowledge of how counting things, in large quantities, can actually help put us to sleep. This contradiction draws attention to the actual meaning of the ad that is how there are too little Vaquita to count such that it cannot help put us to sleep, suggesting how the species are endangered. 


The centralised format of the ad creates a lot of empty white spaces which gives this sparse scarcity effect, further driving the message of the endangeered Vaquitas.


The lack of colours, other than black and white, serves to drive this broody mood of the ad and emphasises the seriousness of  how endangered Vaquitas are.


The WWF logo also helps to direct viewers to the idea that this ad has more relevancy to endangered species than to insomnia, helping the audience better connect with the intended message.

Interpretation

The main goal of the ad design was to highlight the seriousness of the issue and encourage viewers to take action. There could also be guilt-tripping involved in the sense of "how could you sleep at night if these animals are endangered", tying in with the words of the ad "make you stay awake at night".

Judgment 

I think the ad has done very well to create and use the mood of sympathy to drive the message of taking action to help the endangered Vaquitas. 

However, the design is limited in effectiveness as it only serves to deliver the information of endangered Vaquitas but not how we can help. So while it empowers the audience to take action, there is no guidance that informs them of how to.
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