Advertisement Analysis

World Wildlife Fund Ad

         
          Unlike most advertisements, this one makes a claim of value rather than a claim of policy. It asks the reader not to buy "exotic animal souvenirs". The statement is general, but the reader can infer that it means live animals.
          The advertisement supports the statement with a picture of a traveler walking with a suitcase, leaving what appears to be a trail of blood. The advertisement suggests that the traveler is someone who did buy an "exotic animal souvenir", because the suitcase is leaving a trail of blood. The red streak across the floor attempts to startle the reader with the disregard for the animal or even animals. One question it tries to prompt might be 'Do I want to be like the traveler in the picture who bought the souvenir, leaving a bloody wake?'.
          The warrant is that one should not buy said souvenirs because doing so would be cruel and inhumane. If the reader accepts the warrant, they will most likely accept the claim, because nobody (I would hope so) would want to be cruel and inhumane.