Using Fear and Sympathy

In this ad we see an adult polar bear and a baby polar bear made of plasticish/paperish material. They are slowing inflated by the air blowing into them from beneath. After a few seconds, they both begin to collapse and fall to one side. At the end of the ad, fightglobalwarming.com suggests some ways to fight global warming. By showing the polar bears (especially the baby one) collapsing, they are using fear and sympathy to convince people that they should stop contributing to pollution and global warming. It is evident that people are trying to be proactive about global warming because we value a safe, and clean environment for our future. It also shows that we believe the issue is in our hands and only we will be able to correct it if we all make small changes in our lives.