marine conservation research

1. Marine Conservation
Society analysis
Shania Carter

2. The logo of the Marine Conservation Society is a
dolphin and a man pictured diving. The circle of
the logo could show protection of the marine
animals with the help of us as people. The dolphin
in the logo is blue obviously to represent the blue
of the ocean alongside the circle. Part of the
reason to have a circle and the dolphin diving is
that the marine wildlife doesn’t have the freedom
anymore with the amount of pollution in there
are.
The branding obviously captures
images of the marine wildlife we
appreciate and also brands that are
environmentally friendly. There are
brands that are suitable for children
and some for the older generation
like the cotton bag and pin badges.
The branding is simple yet the
calendars let us appreciate the
marine wildlife we have and one for
the children is adopting a turtle –
this can make them aware of the
different animals that need
protecting but by adopting a turtle
they can help out too. The brands
have to also be environmentally
friendly because of the work the
charity is doing it would be
contradicting to have lucrative
products.

3. There is little amounts of information
in these two screenshots partly to make
it readable to every person visiting the
website. By keeping things simple
readers can get a generalized over view
of what they wanted to find out and
not read anything too complicated
which is ideal for younger children
taking part in this type of project with
their school. Some of the writing in the
copy is quite difficult to understand
because the organization has to use the
full term if there is no alternative
word.
The use of facts in this instance is given
in a small fact file presented in 5
general descriptions, the type of
information that people look for along
with a picture to match the
description. The facts don’t go into
great detail which in a fact file isn’t
required. The vague answers are
intended to match some of the
audience profile, this could be so that
younger children can get the basic
detail of their favorite animal or
understand more about where they
habitat. It is all about portraying the
information in a specific way which is
not too hard to read.

4. The images that I have picked are quite emotive, they
show the animals in their natural habitat and swimming
or bathing.
The image of the seal is very emotive because it is a
seal pup, the sad face instantly draws you to feeling
some sort of emotion. Viewers can interpret this image
in whichever way they want but the immediate
preferred reaction is to be consoling and realize that
the seal pup is not in a happy environment and also
that the animal looks sad in itself, in a way the seal is
prompting the viewers to donate.
The turtle is shown swimming in its natural
environment, the water looks clean and the turtle looks
happy. This photograph could be perceived to be
inspirational because it shows a positive impact and a
positive atmosphere for the wildlife which is what the
charity is trying to do for the majority of the marine
wildlife.
Dolphins are one of the most popular marine wildlife
animals, this photograph demonstrates positivity again
as it looks like the dolphins are smiling. This dolphin is
the common dolphin as it is most likely to be seen in
the UK, it is also a rare occasion we get to see any
species of dolphin. By using the ambience of positivity
it shows that the marine wildlife is happy because we
are making the change, it shows to the people involved
that they have a sense of pride.
By using photography you can captivate the full
emotion of an animal and take the emotion from it to
make up your own mind e.g. whether you want to
donate and make a positive change. By showing the
facial expressions like on the picture of the seal it is
almost persuasive as the eyes of the animal and the
surrounding tell a story.

5. One of the campaigns of the MCS is to ban the
release of balloons and lanterns around costal areas,
part of the campaign is to raise awareness about
how it can badly affect the wildlife, especially
protecting the turtles. One of the other purposes of
this campaign is to create or strengthen community
ties, conservation communities can come together
to protect their local coast, as well as protecting
the animals from the danger of balloons and
lanterns they are helping each other keep the area
tidy and also create a friendship of interests. One of
the big yet obvious purposes’ is to campaign, the
organization is working with the Welsh government
to encourage other organizations to be careful about
planning balloon and lantern releases. Changing
attitudes is a purpose that could come into this
campaign as it could also change someone’s
perspective on the opposite side of the marine
wildlife – the bad side. By raising awareness which is
solely the aim of the campaign, more can be done
to be cautious about protecting the marine animals
and even if people don’t donate they are still
helping this campaign and the organization is
reaching out to the audience with just a couple of
photographs and derogatory words. The MCS is is
asking local authorities to be on board this way the
public cannot argue with the law because it is
council property. There isn’t a specific purpose for
this but the organization are aiming to engage with
the public more and support the community groups
which is something easier said than done when
outdoor lanterns haven’t been a problem for many
people. A similar circumstance is to help people
understand the danger of releasing balloons and
that there is actually a law in connotation with that
as there has been an instance of a fine for balloon
littering in 2008.
This campaign is also to
provide information to
people for good purposes,
the good purpose of this
campaign is ultimately
protecting the marine
wildlife and giving
information to people about
how they can respond to
balloon releases in a way that
won’t affect them. There is
also information for
fundraising and backing the
campaign especially for
children as they are more
associated with letting go of
balloons especially at fun
fairs near the coast.

6. The majority of the work is intended for every age
group, however there are certain aspects of work
where the audience is school children. The audience
(the children) are thrilled with life size blow ups of
whales and dolphins and are encouraged to interact
with the different species and learn from the
negative impacts the animals can face. On the other
hand the fundraising events are intended for an
older audience including marathons and kayak
events. The educational part of the marine
conservation society is primary school orientated
and therefore more interactive. The rest of the
website and the fundraising activities focus on
adults which is less educational and more about
finding new ways to campaign and get involved in. A
sector of the intended audience is for parents
especially in the part about beaches, as the beaches
need to be safe for everyone as well as young
children. There is a lot of detailed information
which is not suitable for children so there is two
conjoined websites – one is colorful and animated
and lets the children explore more of the wildlife
whereas the main website packs a lot of important
information with diagrams more intended for an
older audience. A lot of the images used can be
shocking but also emotive so it reads that the
imagery is again for an older audience, in certain
parts of the website there are images of children
playing on the beaches which again directs to
parenting and causing an effect of having that vote
of sympathy for the children. In conclusion from the
intended audience and looking at the website the
intended audience is a mixture of all age groups but
more for adults in the term that there is a lot of
detailed information that wouldn’t be understood
by children, it now makes more sense that there are
workshops for children as they learn differently to
adults.

7. The font for most of these organizations are sans serif because it is easy to read and everyone is used to the font, it depends
on what you use but the SAS and WWF campaign don’t use a bold font (apart from the logo). The font can also say a lot about
the tone of a campaign, the font here is putting across a calm tone. For the MCS it is a bold font but also quite relaxed
although it is a heavy font it doesn’t inflict that there is any danger, for the WWF campaign, the font is what you would see
on a jungle safari or something advertising the wild, it has tall letters this could translate as reflecting the tall forests, the
font isn’t challenging and though it structures wildlife and jungle again it is not a font you would associate with danger it
could also reflect the work of what the organization do, especially with the picture of the panda being an endangered
species. In the surfers against sewage campaign, the font is calming and looks washed up reflecting the message about the
water, most of the fonts being used represent the organization in one way or another.
The colors representing the organizations are mainly blue as this can be classified as a calming color. WWF have carried on
using the colors of black and white sticking with the panda motif, the black and white shows the seriousness of the campaign
and the white shows the boldness. The colors of each organization can also bring a tone to the image or text. For example the
tone of the WWF organization is quite serious, it shows a lot of darkness which in turn can show the audience that there are
serious issues that need to be dealt with, with their help. In the marine conservation society, the blue and orange could just
show the contrast between sea animals and humans or it could demonstrate that fishermen wear orange suits and the
difference between men and animals. There are lots of different interpretations for the color in each organization which can
be confusing as to which one you want to take as the main tone.

8. Firstly concentrating on WWF all the links are at
the top of the page next to the logo which is easy
to direct to because it is the first thing your eye
catches. The logo of the panda on the layout is a
bit misshapen because it hangs over the edge of
the banner. The layout of the page showing the
tiger has the text and then the image, comparing
this to magazines and newspapers there is also text
before the image as you want to read about what
you are looking at. In a similar way there is the
bold heading and then the detailed information,
the layout also includes an emotive image. The
text is split into three paragraphs that follow on
from each other and don’t read about different
things. The layout is nothing fancy but shows all of
the critical points, three paragraphs also splits
down the reading time.

9. This part goes into a lot more detail and
also includes sub headings about the
different factors that affect dolphins. It
is similar to the tiger extract that there
are three paragraphs. The layout of this
one is that the lines cut off each
individual paragraphs although
technically we just read down, each of
the paragraphs also follow on from each
other and are accompanied by a
picture, the images aren’t shocking
though they do show the boats etc.
working at sea. The layout of this
particular extract also uses short
sentences, this entices this reader more
into reading this in a serious tone, short
sentences also get a grip on the
audience, the mannerisms are quite
short so going back to the tone it is
being quite sharp to highlight the fact
that there are major issues although
there isn’t much written this also brings
about a different tone to the writing
because there isn’t much to say other
than that each of these sectors are bad
for the environment and for the marine
animals. The font is still the same as the
one on the banner which shows
consistency the font also shows a tone
of a heavy impact.