PICTORIAL METAPHOR FOR WILDLIFE CONSERVATION CAMPAIGN OF WORLD WIDE FUND FOR NATURE

Abstract

The purpose of this research is to understand the use of pictorial metaphor for wildlife conservation of World Wide Fund For Nature and to understand the perception and interpretation that receivers have through the use of pictorial metaphor for wildlife conservation of World Wide Fund For Nature. This research uses Semiology, Technical Visual Language, Concept of Metaphor, Concept of Ecological Conscience and Concept of Deconstruction as the study guidelines. The research conducts an analysis of 10 wildlife conservation images and in-depth interview with professionals and target receivers comprising 12 people.

The results found that the characteristics found in pictorial metaphor for wildlife conservation of World Wide Fund For Nature are (1) using symbolic picture system to make comparison, for example, the image of children, wildlife and fertile environment are referred to innocent and the future of ecosystem (2) using weapon symbols to refer to violence, hunting, pillaging, wildlife hunting is used as a metaphor for the destruction of the future of the world (3) creating significance for wildlife conservation campaign which consists of (a) using pictorial simile (b) using connotation through picture, such as the use of color, light, camera angle and picture composition and (c) using deconstruction by piecing together a story. On the other hand, the perception and interpretation of receivers can be classified into 6 points which are (1) to create endangered species awareness (2) to create environmental impact awareness (3) to create awareness of wildlife and environment conservation (4) to create the yearning for the past (5) to create intertextuality with other stories and (6) to create a positive image for wildlife conservation organizations.