Misconstrued Time Essay

957 words - 4 pages

Time has overtaken the minds of society today in a multitude of ways. Daily tasks such as visiting family members, attending meetings, and paying bills all incorporate the substantial importance in tracking every second of a person’s life. In addition to scheduling, time is often denoted as a system of counting down until an indefinite end occurs. In an advertisement by Ferdi Rizkiyanto, a digital artist, an hourglass is used to represent time before the fate of humans concludes due to global warming. Within the hourglass, sand has been replaced by the water of melting icebergs, and the droplets trickle into the lower level containing the homes of modern day society. The global warming hourglass ad attempts to emphasize the importance of immediately solving earth’s impending environmental problems by appealing to the emotions of fear and pity, but the awaiting disaster used in the visual is ineffective because it will not occur during the audience’s lifetime.
In this advertisement by Ferdi, the world is placed within the lower chamber of an hourglass. All of society continues to follow their daily routines, and nothing seems out of the ordinary. However, far above their heads, the polar ices caps are slowly melting. Many artic animals lose their homes and become stranded due to this issue. As the ice melts, it slowly filters into the earth-bearing chamber, eventually causing the entire population to be flooded in a problem that could have been slowed, if not stopped completely. The trickling water drops represent the sand in this hourglass, reminding society that as their lives continue, ultimately, the time for keeping the planet safe is running out. Ferdi created the hourglass advertisement intending to instill a sense of responsibility in his viewers. The lingering consequence of global warming in this ad attempts to connect the audience with a sense of responsibility to solve the impending issue, as it is imperative to the survival of not only society, but all living creatures.
Throughout all of time, there has always been a distinguishing importance among society to solve problems. In this particular advertisement, the importance in solving the environmental problem of global warming is emphasized. The hourglass advertisement displays a visible chain reaction from within the hourglass, which allows two notable emotions to emerge. As the icebergs fracture from their cores and become fragments of their original structures, the animals living within the frigid climate struggle to survive. Those that are genuinely concerned for the well-being of animals would find it to be imperative that these animals are rescued and given a new, proper home. Further down the line, the icebergs cause the global sea levels to rise as they slowly melt. The sea levels rising increases the chances of flooding among all coastal civilizations around the world. Between the struggling animals and the societies that are at risk for a flooding...

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