Advertising plays a crucial role in our media today. The key to advertising is to engage the audience and make them aware of certain issues and new products. By making informative ads, creators will target a certain group of viewers. By targeting a specific segment of viewers, advertising becomes more effective. Static advertising allows everyone to get involved and gain knowledge of new products or current issues. The advertisement that caught my attention was the “Graffiti Whale”. This advert was created by WWF (World Wide Funding for Nature) which provides international funding for projects that help extinct animals and global warming. WWF is an organization that promotes harmony between nature and people. My first impression of this advert was how whales are becoming extinct and no one really cares about stopping this travesty. Plus, as we all know, graffiti is just another way of vandalizing property. This advertisement is intended to show that people are vandalizing our oceans where these extinct whales live. The creator of the ad wants people to feel sorry for the whale by making the public feel sorry for themselves by donating to the real cause. There have been numerous stories of people destroying our oceans, and this must stop. This announcement is aimed at the younger generation, the female one. The graffiti is written on a whale and the younger generations (in their 20s and 30s) will immediately have their attention focused on the ad. Most older people know that it is destructive and unpleasant to the eye. An older person usually finds graffiti disrespectful to property. The younger generation is more ambiguous and will do anything for a cause. The use of graffiti in the ad would mean... half the paper... a hindrance for the organization. Kairos plays an important role in analyzing an ad. Posting an ad during certain times can help convince people to support the cause. The announcement was made public around the time the International Whaling Commission unveiled a new whaling proposal. The new proposal would allow whaling in some areas of Switzerland. The WWF wanted to show the world that it is completely against the new proposal. In the bottom corner of the ad “what will it take before we respect the planet” refers to the proposed whaling. This ad plays with the human emotions that the company uses to obtain donations. World Wide Funding for Nature is trying to make more people understand that we are destroying nature. By showing a whale with graffiti written on it, it explains how people would care more if it were a building rather than destroying the ocean.