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This ad uses a variety of techniques to gain the readers attention such as:

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This ad uses a variety of techniques to gain the readers attention such as:

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The logo of Exxon Mobil is red at the bottom creating contrast. The choice of using red highlights the mistakes they have made in the past. "Honest energy" is written in white right next to the red logo, showing how they are going to be honest going forward

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The use of big letters to get the attention of readers of the magazine especially the all capital "Inexcusable" which almost accuses the readers as it appears to be shouting at them

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Color scheme of dull colors emphasises and brings across the idea of climate change and environmental decline

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shows image of problem to show that they are addressing it

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"honest energy" pathos

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The advertisement is directed at the people who read the magazine, especially those who have previous knowledge of Exxon Mobil

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The purpose of this ad is to take responsibility by admitting their mistakes in the past and to provide a plan going forward. They want to regain trust from audience by seeming like a noble company for taking responsibility on their own accord which shows a certain amount of credibility.

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Agenda to make people forigve them by taking full responsibility and making promises to be better without actually giving examples on how exactly they would be better

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maybe trying to put themselves in sort of a vulnerable position to emphasise what they are trying to do to fix the problem

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Exxon Mobil is represented in this advert as a good company who cares about their impact on people and the environment and would undergo change according to the needs of them