Bluefin Tuna

The public service advertisement for Bluefin Tuna by the organisation WWF (World Wildlife Fund) uses strategic emotional methods and clever visual imagery to inform and raise awareness of the overfishing of Bluefin Tuna which could ultimately lead to extinction. The advertisement is aimed at the general population of teenagers to older adults and those who like animals.

The advert shows a school of Bluefin Tuna swimming in the ocean and the central focus is a Bluefin Tuna wearing a panda face mask. The audience’s eyes are immediately drawn to the central focus not only because it is placed in the middle of the advert but because a fish wearing a panda mask is bizarre and unrealistic. The audience will be intrigued by this unnatural image and will want to know more about it so they will look for more information.
This rhetorical question is in first person point of view as it uses a first person singular pronoun “I” and the word “you” addresses the audience directly, which creates an intimate tone. The question is also used as an emotional method to raise awareness of the situation. When the audience reads the text, they will feel guilty and ashamed that they do not care about the overfishing of Bluefin Tuna that could lead to extinction compared to the extinction of pandas, simply because they are more familiar and cute. It also implies that Tunas deserve as much awareness and help as pandas and causes the audience to think about whether one specific endangered animal is more important and significant because they are more publicized. Furthermore, the colors used are various shades of gray and dark blue and makes the overall mood dark and gloomy, which also contributes to making to the audience feel negative emotions like sadness and