This public service announcement is meant for those who have more control over the amount of water they use and/or allow to be used, like parents or adults in general. Although the ad is geared to those who can control water usage, the ad also appears to a younger audience as well with the use of a goldfish. Goldfish are a popular first pet and children adore them. Having such a pet look as if its life is being taken from it, children and younger people will be more likely to raise awareness to their parents or to people around them because an innocent, loved pet is going to waste.
The advertiser wants to raise awareness to the water conservation concerns by inflicting emotional distress onto the viewer. The advertiser goes along with the thought of basic human nature that people are inherently selfish, yet they do not want to see innocent things perish. To show the peoples’ selfish act of hoarding and overusing water while putting the life of a fish in danger is exactly the emotional stimulus needed to enact a call to action. The phrase “Save water. Save life.” show simplicity in the call to action by using minimal words, yet conveying maximum effect. Beyond just the phrase, he photo itself enacts a call to action because of the urgency the dripping water conveys. By the faucet dripping, movement is shown and the viewer’s instinct will be to turn the faucet off, especially because the innocent fish is in danger. By inflicting emotional distress using two everyday things — fish and water faucet — the viewer will be reminded of this piece when ever the see their pet goldfish, or when ever they turn on their kitchen or bathroom sink. The advertiser’s hope is that the effect of this will follow them through daily life and will ultimately cause them to save water.
Artistic elements play a large role in displaying the mood of this advertisement. Using complete grayscale portrays a dismal, somber mood, and the bright orange fish portrays that that object is something happy. The photo shows some depth to keep the image in reality, but puts minimal emphasis on the depth to keep it from distracting the viewer from the purpose of the piece. The middle of the photo shows an almost completely black faucet, portraying a feeling of wrong-doing as is takes water from the supposed-to-be happy fish. The further the viewer’s eyes get from the fish bowl, the darker the photograph gets. Brightness usually displays a happier thought while darkness, as stated before, puts a somber effect on the photo. Having the faucet in the center of the image in useful because the advertiser wants people to focus on water usage, not only saving fish. Strategically placing the fish next to the water faucet adds to the emotion of the fishbowl emptying on onto the bare table.