The advertisement the World Wildlife Fund put out for the sake of preserving the Blue Fin Tuna portrays a photo of a few tuna under water with one of them wearing a mask with the face of a Panda.  The advertisement has the statement "would you care more if I was a panda?" at the bottom.  This advertisement is the World Wildlife Fund's way to increase awareness that the Blue Fin Tuna is going extinct due to overfishing by pointing out to the viewer that most of America's population does not know about the danger to the tuna's race but knows well of the preservation and protection of the Panda.  In my close reading I am going to show that people care more about animals that are characterized and humanized favorably in the media like the Panda as ironically opposed to animals such as the blue fin tuna that are used for consumption.  This meaning that the Human race prioritizes humanized animals that more closely resemble humans more than animals mostly used for consumption. The advertisement uses masks, color, lines, and hierarchy to convey how the Panda's survival is more important the human race than the Blue Fin Tuna.

The mask in this advertisement does to the fish in the photo what the media has been doing to the Panda for years.  The Panda in the media has been given human characteristics time after time.  Being portrayed as a human-like or cute and lovable, in my opinion, has greatly affected the Pandas chance of survival.  The Human race looks favorably upon the Panda, while most people don't even know about the closeness to extinction that is occurring with the Blue Fin Tuna currently. Therefore it is my opinion that the Panda is more cared about because the Panda also looks more, and is more anatomically close to a human, like having four limbs, while fish share little to no similarity to humans.  By putting a Panda mask on a Blue Fin Tuna in the advertisement the World Wildlife Fund made the fish wearing the mask seem more human but indirectly through the Panda in order to spark compassion from people viewing it.  This is extremely ironic considering that the Panda is not eaten and therefore it is less important to the survival of the Human race than the widely eaten Blue Fin.  Therefore it is strange that most people would not care about the life of something they see and consume frequently, and care many times more about an animal most people outside of Asia or a zoo would never see.  Humans care more about the survival of an animal that is less important to theirs.  If the Blue Fin goes extinct Humans will feel their loss much more than the loss of the Panda considering the Tuna is widely eaten and even fished for their taste almost to extinction by the Japanese.  This shows that the human race prioritizes the safety of human like mammals and animals, while lacking to care for the survival of an animal strictly fished and hunted for consumption.  The World Wildlife Fund also has advertisements using the same concept except they use a guerrilla mask and a rhinoceros mask.  Both of these animals are well known and have been given protection from extinction.  They are also animals that humans do not consume furthering my point that humanized animals that are not consumed command more public compassion than animals that aren't.

The color scheme used in the World Wildlife Fund's advertisement are dark gray, dark blue, grey and black.  This dark and ominous color scheme I believe represents how dark and ominous the ocean is and how little the human race as a whole knows about life down under water.  The edges in the corners fade from a little bit of color to dark as if you were looking at the fish through a hole or a window.  These dark corners make the ocean picture feel even more distant and detached.  This supports the point that humans know very little about the ocean as expressed in the color and darkness of the photo.  Humans are very detached from the life underwater and the World Wildlife Fund shows that this makes us care less about the Panda with their use of dark and cold colors.  The brightest colors of the picture are the Panda mask that the fish is wearing and the ray of sunlight flashing through the surface of the water.  This makes me think that the World Wildlife Fund wanted to convey how good and well known the Panda is as opposed to the fish that are conveyed in dark grey.  

The Hierarchy in the photo has the fish with the Panda mask on commanding most of the space and being right at the front.  The rest of the fish are in the background and father back in the photo.  This shows that the World Wildlife Fund wanted to portray the importance of the Panda to the human race by giving the Panda mask the biggest and closest part in the photo.  That goes with what WWF stated at the bottom of the photo that Humans would care more if the fish were Pandas instead and there might be an effort to help save their species like there was and has been for the Panda.  

The lines in the photo are erratic and going in every direction.   This might suggest that the fish are running from something or maybe away from their imminent extinction.  Or that they may be swimming away from people who are trying to overfish them.  There is no structure to the lines and they are all coming in the direction of the viewer.  This could mean that they are swimming toward the viewer in order to get help from them.  This goes with the theme of the advertisement because the WWI is asking anyone viewing the picture to help the fish to not go extinct.

The World Wildlife Fund uses a picture of a Tuna with a Panda mask on to portray that the Tuna are being overfished and dying out.  They paid for this advertisement to get help in protecting the lives of those fish.  They prove the statement that the Panda is widely known in the Media and Humanized in many cartoons and television.  This makes the human race care for them more and that is why they ask the question "Would you care more if I was a panda". 

