Marielos Osorio: HW1 Advertising Campaign Analysis

Marielos Osorio


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The campaign “The Born Free Foundation: Disappearing Animals.” by Katy Hopkins & Steve Hawthome. The message of the campaign is to help rescue in danger animal species. Additionally, the photographer communicates this message by showing the animal’s emotions. On the picture the animals are looking directly at the viewer. This makes the animals feel alive and real. At first, the observer thinks there is more than one animal but then it becomes clear that there is only one animal and the rest are shadows, the picture look valance and complete. Further, it also represents the previous animals that once live and no longer exist because of deforestation, and humans hunting them down. All the pictures are frontal shots and eye level. The pictures are low-key as well. Furthermore, the primary meaning of the images is to protect these animals that are in danger and they carry on a feeling of hope and sadness. The dark colors help create this message by showing the animal that is alive and also the ones that are not longer alive. The photographer was very consistent with the images. All have the same impact, for instance, all have one animal and multiple shadows of the same animal but in different postures simulating the death of previous animals. Also, all the images are dark and they have an impact on you as a viewer. These pictures do not sell you a product, but they provided an idea to change the destiny of these in danger animal species. These images are both Mirror and Window. I think they are mirror because they make the viewer feel compassion towards the image itself. As an observer, you can relate and feel sad about this issue. I personally feel the connection by just looking at these images. Moreover, I thing these photos are a window because they exposed a real issue. These images are base on a realistic event that is currently happening nowadays.

One thought on “Marielos Osorio: HW1 Advertising Campaign Analysis

  1. rmichals

    I agree that these highly conceptual images could be considered windows in that they clearly make a point about animal extinction, a serious and pressing issue. The rhinoceros and the lion images are low-key. All three have relatively muted color. This creates a somber mood which is certainly right for this issue.


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