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SeanMartin's picture

This is a shining example of why most print ads in this place simply dont work: they operate under the mistaken impression that the casual reader is going to pour over an ad to figure out (1) where the copy is and (2) why the reader should care about looking for it in the first place.

To say there's a connection between a sawed down tree and parched land is a *real* stretch, sorry. There's no suggestion here of "parched land", just that someone has cut down a tree and oooo look at the pretty rings... something *every* tree has, dead or alive. The fact that this one has so many completely undercuts the message, because a lot of rings suggests a long tree life. This would have worked better had the message been something about stopping de-forestation, but any suggestion to water shortage... sorry, it aint there.