Analyzing nature as a persuasive tool in advertisements

Abstract

Manufacturers of consumer goods and advertising professionals who promote them often employ images of nature and related connotations as a persuasive strategy. The study of natural images and messaging in print and online advertisements offers students practice in identifying rhetorical strategies, insight into human relationships with the natural world, and an introduction to the spectrum of social responsibility behind "green" advertising. In this classroom activity, students analyze and discuss the use of nature-related imagery and messaging. After completing the activity, students should be able to (1) articulate a human/nature relationship expressed or implied in an ad, (2) identify argumentative strategies at work in an ad, and (3) assess the effectiveness of an ad for influencing an audience of their peers.