Ad Deconstruction

This advertisement was created for the Law School Admission Council in order to encourage individuals to consider becoming lawyers. It was developed by GMMB advertising agency, which focuses on corporate responsibility, grassroots mobilization, and coalition building. GMMB was also one of the major contributors to Barack Obama’s campaign, urging citizens to become socially aware, and politically active. The advertisements that they create support environmentally conscious companies, as well as liberal causes.

This particular ad is aimed at environmental activists and communally conscious individuals who want to make their voices heard. It urges people to consider law school as a viable avenue for them to assist with our nation’s current ecological issues.

This ad engages the reader at first glance with a stunning, underwater shot of a dolphin. After examining the photo a little closer, the viewer realizes that the dolphin is actually fighting to free himself from fishing net. This ad is demanding that some type of action be taken in order to help this dolphin, and others that face a similar fate. It also notifies the viewers that there is something they can do to help: enroll in law school.

The text of the ad reads, “Actually, the world does need another lawyer.” This is asking people to put their typical conception of a lawyer behind them, and to consider this career in order to help our environment. My favorite part of this ad is the word “actually.” This is implying that creator of this ad realizes that most people who would be interested in doing something to help the thousands of dolphins that are caught in tuna nets each year are not so interested in becoming lawyers. Most people’s notion of lawyers is that they are usually driven by profit. They are less interested in what they are fighting for, and more interested in how much the occupation will earn them personally. This ad asks people to consider the option of becoming a lawyer for a specific cause that they are interested in working for. The language also implies that there aren’t enough lawyers that are currently working to solve this issue, as well as related dilemmas that our world is facing.

One thing that the ad doesn’t show is the mission of the Law School Admission Council. Are they attempting to recruit solely environmental lawyers, or are they open to other interests? Do they hope to help students get into law schools, or do they want to help law schools find dedicated students? Another thing that the ad does not address is the other avenues that are available for people interested in fighting for specific causes.

Personally, I find this ad to be fairly effective. My first reaction was concern for the dolphin. The photo makes me feel a personal responsibility to help the dolphin. Tied to concern, I feel a lack of power. It upsets me to see an animal in those conditions, but it also is hard for me to see an easy answer to change the status quo. Finally, the statement, “Actually, the world does need another lawyer,” seems to speak directly to me. It addresses how I feel about lawyers, but at the same time, it provides an option that I could take in order to help with causes I feel a connection to.