The World Wildlife Fund (WWF) is an organization that is leading the way for global conservation. The World Wildlife Funds mission is to protect our future and give voice to the creatures on earth that do not have a voice. The ad that I chose has done just that. It seems that this ad has compiled the? World Wildlife Fund??™s? sole mission and vision into one advertisement. “Consuming the earth is consuming our future” shows that while we are slowly consuming the earth now, we are also consuming our future. The picture shows a metaphor of grave proportions. It is provocative. It is controversial. The use of a baby as being the future is brilliant, for this is our future. When we think about the future of the world, we think about our youth.
The word consuming reminds us of eating. In the advertisement you see a baby on a platter in the same way you would a pig at a Thanksgiving Day feast. The words “Consuming the earth is consuming our future”? are written in elegant typography. There are many opposing artistic sides to this advertisement. The innocence of the baby, the horrific sight of how he is portrayed, the? elegant typography and? the strong? message that is within its beauty. The main colors of the ad set the stage for those that are used to draw your eye in the right direction. The background wall is a dark brown tone, which helps the words in white pop out. The main? image of the ad is the baby, whose? skin is a very light pale color,? which stands out among? the dull primary tones that surround him. The apple in the babys mouth draws your attention to his face, which is showing a look of shock or fear.
This advertisement is using deduction as a method of making its point. We are a world of consumers; therefore, we are in fact consuming our future. We are consuming the lives of our children and our childrens children. Our world resources are diminishing at an alarming rate. So fast that? our consumption exceeds? that of? the natural cycle of renewal. We are not allowing the earth to take a breath from our ever growing grip. The United Nations Human Development Report 1998 (UNDP Report) states that, “Runaway growth in consumption in the past fifty years is putting strains on the environment never before seen.” At this rate where will we be in 50 or 100 years, years in which? your children and grandchildren will likely be living What actions are we doing now to destroy their effort to survive According to the World Wildlife Funds Living Planet Report, from 1970 to 1995, we lost more than thirty percent of the resources that sustain life on the planet. “For the first time in history, humanity must face the risk of unintentionally destroying the foundations of life on Earth. The global scientific consensus is that if the current levels of environmental deterioration continue, the delicate life-sustaining qualities of this planet will collapse.” as stated by Daniel Sitarz? in Agenda 21.
Forests are being consumed at 30 million acres? per year. The cause of this is mostly due to human induced fires, agricultural expansion, logging, road-building, and exotic insect infestations. The world??™s deserts are increasing because of the destruction of our forests. This is causing a loss of biodiversity and hampering the ability for the earths atmosphere? to naturally cleanse itself. Intensive farming practices and deforestation are causing massive erosion of topsoil which will cause a drastic drop in the ability to produce food for the world??™s people. Today, 8,750 of the 80,000 to 100,000 tree species are being threatened with extinction. I have only touched on trees here to show the drastic effects we are having on our environment. Without these trees, what would survive Not only are trees disappearing at an alarming rate, so are our world??™s species.
The things we are consuming do not come from the fairy tale land of Puff the Magic Dragon. These things we are consuming every day are coming from our earth. They also have to return to our earth, but where will they go? As our consumerism accelerates, so does our solid waste. In 1960 our total yearly waste equaled 88 million tons. Within 37 years, it was up to 217 million tons.? Our solid waste is also consuming our earth and our future.
The World Wildlife Funds “Consuming our earth is consuming our future” ad? sums up the drastic facts of our ever growing? consumerism. In one provocative piece you can surmise that what we are doing as humans and consumers is directly affecting each other. The words human and consumer have become one and the same. You cannot survive as a human without being a consumer, but how do we go about it without negatively affecting the future of our world