Audiobooks are not only beneficial to our society but they also have positive impacts on the environment as a whole. The industry that prints books has many effects on the environment, as well as ruining the ecosystem. Besides approximately “16 million tons of paper” these printing factories consume every year, it ends up leading to about “32 million trees that have fallen down each year”. The factories total emissions being exerted is beyond enormous. Although, the production for creating an audiobook requires resources from the environment, electronic books are harmless to the environment, unlike books that are printed.
Creating an electronic book takes 3x fewer materials that are raw than a print book, and they use much less water as a paper book would need. The creator for the advertisement titled ‘Save Paper’, has a purpose behind posting this. The creator’s goal was for the audience to walk away from this Ad with the message in their head, persuading them to use Ebooks instead of paper books to reduce the negative impact on the environment. The audience that’s being targeted are paper book users, and ‘Miami Ad School’ wants to get their point across and persuade paper book users to stop/wean away from using paper books. This ad doesn’t just show ethos and logos, but it also illustrates pathos. All in all, we need to drastically reduce our paper usage as a whole in order to save the environment in the long run.
The illustrator of this image does a great job portraying the tone of the advertisement. It’s obvious what the creator’s attitude towards the subject is. They strongly believe that the usage of paper should be reduced drastically, because of its negative impact on the environment. I immediately felt a melancholic tone being set through the picture when observing it but, also a sense of urgency that a call to action had to be done about the issue of paper being overused. The person who came up with this image wants the viewers who are seeing this ad to not just look at it but, feel guilt or some sort of penitence for using too much paper and not thinking about the effects on the environment. As well as, people may have possibly been thinking about the environment while using paper but, not doing anything about, such as switching to audiobooks instead of using paper books.
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The color being shown in the image is just as important as the tone because, it also portrays the mood. In a specific part of the photograph there’s some discoloration in the leafs on the ground surrounding the tree that was cut down, which sets a gloomy tone. This also shows that the leafs aren’t that important in the picture because, they’re not highlighted in the contrast of color, compared to other aspects in the photo. However, the trees’ color is highlighted with its contrast, showing that it definitely plays a significant role in the ad because, the overall theme of this image deals with how the trees are being affected as the paper usage continues to increase. The perimeter of the tree trunk that’s red is the brightest part of the trunk, portraying how far down the tree was cut, to make paper for books as well as other products.
Arrangement plays a huge role in this ad because, it shows which parts of the image are most significant and should be thought of deeply. The tree being placed in the center shows its significance. The largest part of the ad that takes up the most space is the cut down tree. This object is being emphasized by where the illustrator placed to obviously intrigue the audience plus have them connect the tree to the overall meaning of the ad. The cut down tree plays a key role in the ad, because it portrays the main way how paper is made. In addition, there’s a whale carved out in the middle of the trunk, showing that outrageous paper usage over the years doesn’t only affect trees and the atmosphere but the whole entire ecosystem including the all types of animals that live in the ecosystem.
More importantly though, the whales get negatively impacted by trees getting cut down in order to make paper to produce book. When trees aren’t constantly getting chopped down, they create an ecosystem to provide a healthy habitat and food for birds as well as other animals. Trees also absorb carbon dioxide plus potentially harmful gasses, such as sulfur dioxide, carbon monoxide, from the air and release oxygen. One large tree can supply a day’s supply of oxygen for four people. However, the amount of trees being cut down is affecting not just the atmosphere humans are surrounded in but, also the atmosphere whales are surrounded by.
Moving onto, the context shown in the ad is focusing on promoting the use in audiobooks. At the bottom portion of the advertisement, it states “Audiobooks” with a picture of a penguin on top of it. The penguin is a logo for a company that sells audiobooks, which the ad is promoting toward its audience. Below that it says “Save Paper”, stating to lower the amount of paper the population/world uses. The “Audiobooks” and “Save Paper” statements job is to encourage the viewer to stop using paper if possible and start using audiobooks because, it’s not just better for the environment, but it’s more convenient for most people who are in school or simply just like to read. Since, Penguin Audiobooks is being promoted in a good way to the viewer, the people seeing it most likely will visit the website for Penguin Audiobooks, do their research on the product and see its benefits. Finding out, to come to the realization how audiobooks can have such a positive impact on the environment.
Lastly, the illustrator clearly has a purpose for coming up with this advertisement for the public. There are quite a few elements in the ad that are persuasive techniques that influence the overall message of the image, including the tone arrangement, color, context and of course the purpose. Miami Ad School had an overall goal for posting and creating this ad and distributing it to the public. They decided to approach the eco issues of paper production straight forward. The main meaning of this message is for people to decrease their paper usage and increase their usage in audiobooks, which yes means spending money on the device such as a kindle or ipad, however will save people money in the long run as well as save the environment which is the most important thing in this century. In conclusion, audiobooks are a great solution to many of the worlds’ economical issues.
