Portrayals of Endangered Species in Advertising: Exercising Intertextuality to Question the Anthropocentric Lens

This paper examines recent advertisements used by the World Wildlife Fund (WWF) to raise awareness about the predicament of endangered, vulnerable, and threatened species. By engaging in a critical discourse analysis of a selection of advertisements, this study demonstrates how the WWF uses intertextuality as a discourse strategy to articulate its message and objectives. In this paper, I argue that by engaging in the juxtaposition of various paratexts (“layers of meaning”), the WWF produces a narrative which reveals an anthropocentric lens through which we view the world. The advertisements are found to resort to paratexts of anthropomorphism with the intent of extending the bounds of personhood to non-human animal species. In closing, I maintain that intertextuality is employed not only to question the dominant human-centric paradigm, but serve the heuristic function of encouraging a more empathetic identification with the animals in question and the creation of a more holistic worldview.