Rhetorical Appeals

This Greenpeace advertisement uses many rhetorical appeals to convey their opinions to the reader.  This ad tackles the issue of deforestation in Canada’s Boreal Forest.  This advertisement uses logos because it is logical to say that tissues destroy forests because tissues are a paper product, paper comes from trees, trees grow in forests, and cutting down trees hurts our environment.  The author expects the reader to make this connection and then agree with the advertisement.  The design on the cardboard cover of the tissues is of sawed logs.  This visual image helps the ad appeal to the reader because it is connecting an image with the idea. 

This Greenpeace ad also relies on pathos to connect with the reader.  In attempt to win the reader over, the author appeals to the emotions of the reader by making them feel bad about using a Kleenex brand tissue every time they need to blow their nose.  This ad also uses over-sentimentalization because although it tells you that the Kimberly-Clark Company is destroying Canadian forests, they do not give any hard evidence to support their statement.  This advertisement also uses the appeal of kairos.  This advertisement may be placed on the way into a supermarket or in the household supplies isle, which brings their argument to their readers at a crucial time.  Reading this ad in the right place at the right time may make it more appealing to the reader, and may even discourage a potential sale, decreasing overall sales for this specific brand.

The author of this advertisement also uses ethos to get their point across.  Many people would agree that it is ethical to work to protect our world for the generations to come.  By associating the brand name of Kleenex with the destruction of a Canadian forest, the reader might think twice before buying another box of Kleenex brand tissues, because the feel inclined to do their part to protect the environment.  The author of the advertisement also employs ethos to establish trust between Greenpeace and the reader.  Through advertisements such as this, the organization forms a reputation as a whistle blower by bringing issues to the public eye.  The reader may respect Greenpeace for bringing this to their attention and begin to trust them to inform them of other companies that harm our environment in their production process.