Surfrider Foundation Advertisement Analysis Essay Example

Marine life has been a big part of human development even before we knew it existed. We humans depend on it for food, biodiversity, and oxygen production from the ocean. On March 11, 2011, Japan's Tōhoku earthquake and tsunami shocked the world, leading to the most severe pollution incident in history. The Surfrider Foundation's 2011 ad became greatly influenced by everything there and was looking to bring awareness to the tragedy that has affected Japan and us all. This Surfrider Foundation Ad featured a pair of chopsticks and sushi made from trash and the title "What goes in the ocean goes in you." in bold letters to grab the reader’s attention. In smaller font, the ad states, "Recent studies estimate that fish off the west coast ingest over 12,000 tons of plastic a year. Find out how you can help the tide on plastic pollution at www. surfrider.org/rap.” Using ethos, logos, and pathos conveys that pollution affects human life and marine life. 

Additionally, the ad shows a white backdrop to emphasize the main issue; near the wooden chopsticks are two pieces of sushi wrapped in brown plastic bags, rice, and more plastic inside the rolls. Under the sushi, in bold blue letters, is the title "What Goes In The Ocean Goes In You." Seeking to captivate viewers' attention, placing them in a position to reflect upon themselves and their actions that harm marine life will eventually come back to harm the viewers, creating a guilty conscience in readers. Under the bolded letters stands a smaller font in Grey stated, “recent studies estimate that fish off the west coast ingest over 12,000 tons of plastic a year. Find out how you can help the tide on plastic pollution at www. surfrider.org/rap." This is the factual evidence that changes the reader’s mind about the importance of this crisis. Knowing there is scientific evidence causes a sense of seriousness and critical understanding. Positioned under it is the surfrider foundation logo's wave in blue and a water bottle with the title “rise above plastics.” Showing polluting plastic as an enemy to a healthy lifestyle and the ocean.

Surfrider's ad "what goes in the ocean goes in you" begins to illustrate the facts in the advertisement about recent studies on fish, creating an ethnic appeal that the author did their research and had scientific proof of the image they put out. Since it is a recent study, it sounds current, reliable, and professional. Using their photos, quotes, and website with provided links allows viewers and readers to feel confident that the ad is accurate. The website is legitimate in this regard. In the advertisement, the reader is also given the message that they can "turn the tide on pollution by visiting their website." This makes reducing pollution easier than ever before. The advertisement leaves a lasting impression due to the creator’s creativity in artwork design and word choice. It does an excellent job of making the ad ethical while keeping it simple and urgent. The author's attempt at ethos is successful; he includes data, references, and ways to help ads earn their readers’ trust and keep them level-headed with the message of protection for the ocean and them. 

Sushi becomes the primary source of logos in this case. The object uses logic and sense to explain the author's art. He shows in his art that the fish we consume for sushi and meals has been contaminated by our decisions to pollute their homes and that our actions can now affect our resources for food. The ad introduces this idea knowing the audience will not like what they see and be disturbed by what they comprehend from the ad’s message: the logical effect of polluting the ocean; fish we use as food will digest whatever we throw into the ocean. Another logical listing is that most people would not eat anything made from plastic or litter from other people, but pollution forces fish to eat such items; So if we do not want this lifestyle, why should we make marine life? We ruin their surroundings but still expect our food and atmosphere to be clean. The article demonstrates the need to be realistic, stop polluting the oceans, and why people oppose it. 

The advertisement, however, reaches beyond logic and ethics. It becomes emotional and passionate. It is meant to convince the audience to feel guilty about their actions by mentioning that fish consume plastic. The audience happens to be led to believe that their actions happen to be causing an existing problem inside of society and need to change immediately. The ad uses recent events such as the tsunami in Japan to create even more emotion and passion to hopefully helping the environment and the ocean in better shape. As a result, the author attempts pathos by conveying a sense of disgust towards our current reality, inspiring and motivating people to take action.

Overall the author uses ethos, logos, and pathos to convey that pollution affects human life and marine life. To make a difference and create real change in the world, he creates a photo and evidence to prove his claims. The author wanted to make a difference by presenting it to the world, and he seems to have succeeded.