Intro
Hook: How many of you have thrown a piece of trash on the ground, thinking no one would notice? Would you have done the same if others were present, and completely unafraid to call you out on it? What about if an ad did this instead?
My artifact: 2014 “Live Green Toronto” campaign’s anti-littering ad. These ads contain insults spelled out from food wrappers (litter)
Thesis: While Canadians are typically known for being polite and peaceful, they are sure to be extremely direct when it comes to protecting their environment. This unexpected frankness, along with the guilt-inciting aspect of the ad, and its important messages, allow for the ad’s success.
Audience Intended/ Expected audience from the Live Green Toronto ad: Citizens of Toronto. Unintended: Worldwide attention/ strong spread in media
Why/ Messages: Basic (on the surface) Message: Do not litter/ throw trash away
Deeper Message: Be a mindful, caring, aware citizen.
General ways to be a good citizen in most societies:
~Have respect for your community/ the people in it
~Be informed on issues affecting your community
~Be aware of your actions and behaviors
~Follow laws
~Set a proper example for others
~Be mindful of environment
All these qualities can be linked to anti-littering. While this ad seems very specific and central to keeping the environment clean, it is actually connected to many other aspects of proper citizenship. This also shows how similar citizen’s expectations are in other countries.
Rhetorical Appeal:
Along with calling for superior civic engagement, the ad convinces its audience through its emotional appeal. Part of being a good citizen consists of taking care of one’s community and setting proper habits for one’s self and others. The ad includes pathos by insulting litterers. At the bottom right of every ad, the words “Littering says a lot about you” appear. This ignores all other qualities one may have, and reduces people to simple negative adjectives. It encourages its citizens to be mindful of their actions by shaming people who litter.
Another aspect of pathos is that all of the foods on the ads are junk foods or very sugary foods. The campaign’s choice to use junk food wrappers further enforces the insults on litterers, making them feel even more guilty for their food choices. In a way, the ad also encourages citizens to steer away from unhealthy, heavily processed foods.
The ethos of this ad comes from the general understanding that littering is bad. Taking care of one’s environment is strongly encouraged in most countries. This shared international ideology is one of the reasons the ad received a considerable amount of attention. While the ad is extremely simple, it achieves its purpose through its humorous and relatable content.
Logos: On the surface, this ad does not seem to have much of a logical appeal. However, the thought behind it is quite clever, especially from a marketing perspective. This ad is much more effective than the typical “no littering, $500 fine” sign because it grabs people’s attention. The marketing strategies’ success are proven by the significant amount of attention it received online- For instance, 130,000 notes on Tumblr in less than a day (“Toronto wins big, 2014).
Live Green Toronto’s ad is able to grasp the attention of many. The ad’s call to a greater responsibility from citizens applies not only to Canadians, but to humans all around the world. Through its unique use of language, generation of guilt, and applicable international context, these posters persuade people into making greater environmental decisions. Do not be a dumb, lazy, selfish, low life pig. Throw your trash away!