Abstract

The objective of this paper was to investigate how a website utilized photographs as powerful tools to conveyorangutan campaigns and potentially persuade people to take action. A content analysis was employed to analyzeWorld Wild Fund Malaysia (WWFM) website as it is the only environmental NGOs that advocate “SaveOrangutan” online campaigns in Malaysia. The results indicated that WWFM utilised the photographs well forconveying “Save Orangutan” campaigns on its website. With its mission “paving the way towards a future wherehumans live in harmony with nature”, it also focuses on wild life issues. The photographs have enticedindividuals and organizations to form a strong alliance in order to instill awareness among Malaysians in thepreservation of Malaysian resources. This study is beneficial for environmental organizations in planningstrategies for a more persuasive campaign. Future research should focus on rhetoric elements of photographs andtheir perpetual potentials.

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