- Company: Armstrong
(includes Bruce, Hartco, and Robbins brands as seen at botttom of
- Methods of
environmental protection: The ad promotes reducing waste, conserving
resources, and recycling used products. While their wood flooring requires
them to cut down trees, the company tells us that they participate in
extensive programs which plant trees all across the country. They state that
they have a responsibility to “help protect the resource, nurture the renewal,
and preserve the balance.”
- Products (or
services) affected: Wood flooring is the major product the company produces.
Hardwood flooring and laminate floors are two examples of the types of
flooring they make.
- What environmental
problems are they helping to alleviate: Deforestation, landfill overflows,
waste of limited resources, and waste of renewable resources. That is, the
cutting down of trees, producing too much garbage and not having enough room
to put it, using up limited resources (such as electricity, mineral deposits,
perhaps), and the fact that many people simply throw away that which could be
- Briefly state your
opinion as to the effectiveness or aesthetic appeal of the promotion: The ad
is nice to look at (not nearly as dark as the photocopy looks) and the image
of a butterfly next to a hummingbird and flower is both attractive and fits
well. The message’s wording is clear and well-thought-out. High appeal.
- The company is
- One way the company
promotes their “environmental standpoint” is almost an example of reverse
psychology: the prominent image in the ad is a quote from a TV producer who
once said “It won’t be an oil company that will change the world,” to which
the actual ad replies, “Though it may be the one who tries” and later in the
ad, “It’s a start.” They emphasize that an oil company can’t save the earth,
but that they’re doing their part nonetheless. They mention that they
recognized certain risks first and made a point to control dangerous gas
- The products
affected by this are probably mostly oil and gasoline, which BP produces. Of
course, anything which uses oil and/or gasoline --- such as cars --- would
also be affected.
- Their biggest
problem they worked to alleviate is dangerous gases which affect the
atmosphere (doing such things as destroying the ozone layer), which the
company describes as “greenhouse gas emissions.” They recognized that the
gases affected and contributed to the global climate change, a major problem.
- The caption cites
the woman as Philomena Ryan, a TV producer, who seems a bit cynical that oil
companies would even notice problems, much less work to correct them. The ad
is simple, gets the message across well, and isn’t “pushy” about the company’s
goals or progress. The woman herself isn’t exactly a raving beauty or anywhere
near it, so she’s not very aesthetically pleasing, but if you ignore her the
ad is pretty effective.
- The company is
- The ad shows a
picture of two sea otters and talks about how animals such as they are
becoming endangered because of such problems as hunters. The ad uses the
aesthetic appeal (see “cute”) of the otters, as well as the
depressing-but-true facts, to promote a standpoint of protecting endangered
- Canon produces
cameras, and the ad hints that the endangered species are being threatened by
hunters, trappers, and the like. Apparently Canon is hoping that gun sales
will go down and people will choose to shoot the animals with cameras instead.
Preferably Canon cameras, of course.
- They are hoping to
help endangered species (and in turn, extinction) mainly. This ties in with
people who shoot and kill animals, which also throws the entire ecosystem out
- The ad works well.
Most people are attracted to cute animals --- sea otters included in the
category --- and perhaps the ad is intended to shock the reader into realizing
the seriousness of the problem, by essentially saying “Aren’t the otters cute?
Well, there are people shooting them and screwing everything up.” A little
excerpt from an encyclopedia is present, and Canon essentially hopes that
people will realize that the risk for endangered species is a real one and
take action. Promoting efforts to help the animals is what the company
specifies as their goal.
- The company is
- In computer lingo,
ISP is short for “internet service provider,” and the company tells us that
their service donates half of their subscribers’ monthly payment to an
environmental agency of the person’s choice. Showing a baby in front of some
flowers, the motto “Switching to EcoISP could make a world of difference for
your children” implies that children are the future, and people have to help
preserve nature for future generations.
- The ad hopes that
the environmentally-conscious will switch to a company which is concerned
about the world around them --- namely themselves, EcoISP.
- The ad is rather
unspecific as to which particular problems they are concerned about --- it’s
more of an all-encompassing “environment as a whole” kind of ad. They use the
word “green” a lot, which gives us the impression that they probably mean
topics such as deforestation, conserving natural resources, helping prevent
endangerment or extinction of different species, and averting pollution.
- It’s pretty good,
though nothing to really write home about. The baby is kind of cute, but it
seems there are images which would be more effective, too. The caption is kind
of intriguing and the text keeps the reader’s interest pretty well. The
company compares itself to other ISPs, who support any old companies and
advertisers, not just those who are environmentally responsible and caring.
- The company is Pax
World Funds (apparently a division of Pax World).
- The ad promotes a
company which takes a closer look at potential investors and investments and
screens them to ensure that they are both financially sound and
environmentally safe. Though the darkness of the photocopy makes it kind of
hard to tell, the ad has a large heart shape, in which is a redwood. The ad
uses a little humor, imagery, and even borders the page with the company’s
- The company mainly
deals with services, not products. They basically give loans and funding to
investments --- if they are deemed environmentally sound. Of course, anyone
who gets financially involved either for themselves or for their company is
also affected --- if they’re going to be a bad financial risk or an ecological
troublemaker, Pax World isn’t going to work with them.
- The ad is very clear
--- they border the whole page with what they would like to do for the
environment: protect old-growth forests, reduce-reuse-recycle, prevent
pollution, clean air/clean water/clean energy, minimize waste, conserve
earth’s resources, restore ecosystems, treat toxic wastes, encourage
alternative energy, environmental stewardship, and “green, not greed.” They
want to discourage potential investors whose plans would cause ecological
disaster --- and lead to huge debates, lawsuits, and the like.
- This ad is quite
good. The caption reads “Mutual funds even a redwood could love” with a
picture of a redwood in the middle of a heart-shaped outline. The ad begins,
“When companies damage old-growth forests in search of profit, we think
they’re barking up the wrong tree.” The ad goes on to talk about all the
problems caused by environmentally-careless investments and touches on how
their program works. The ad makes clever use of getting their message across.
- The company is
- This two-page ad
discusses hybrid cars, which are hydrogen-powered SUVs. A large image shows
the vast blue sky, and a car driving down a long bridge. They talk about how
the new cars were intended to cut down on harmful emissions to produce cars
which are sound, long-lasting, and energy-efficient.
- Cars and trucks and
SUVs, of course! If the technology peaks, old gas-guzzler cars could well
become obsolete. Such vehicles would change the entire automotive market if
they became prominent enough.
- Dangerous emissions.
For example, the exhaust that comes from the tailpipe of cars and all the gas
that gets burned and put out into the air. Toyota talks about how they have
begun to correct the problem: cars with a fuel cell which generates power and
whose only emission is water.
- A nice ad in many
aspects --- the image is very nice, and fitting it to a two-page ad seems
effective. They kind of make up their own “timeline” --- Today, Tomorrow, and
Toyota (The Future, of course). The text is a tiny bit on the small side and
much of the ad is just the image of the car and bridge. Perhaps sort of a
waste of space, but for some reason, it works really well! Their new cars
certainly sound innovative and intriguing, giving people something to get
excited about. What you might call a “minimalist” ad.
“British Petroleum advertisement.” British Petroleum, p.l.c.
Geographic September 2002:
“Canon advertisement.” Canon, Inc. Advertisement.
National Geographic September 2002:
“EcoISP advertisement.” EcoISP. Advertisement. E: The
Environmental Magazine May/June
“Pax World Funds advertisement.” Pax World. Advertisement.
Backpacker September 2002:
“Toyota advertisement.” Toyota Motor Sales. Advertisement.
Scientific American October
“Wood flooring advertisement.” Armstrong. Advertisement.
American Forests Summer 2002: