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Richard Yeung January 20, 2014 Prof. Kat Gonso College Writing 1111 Rhetorical Analysis of De-Extinction As an engineer, I should primarily be interested in building, designing, or developing machines or structures, which I am. However, two other things that absolutely fascinate me are animals and evolution. I recall my love for animals began one day when I was mere five year old child at a drive through safari in Florida. A giraffe popped its head in the car, and I rewarded it with a slice of apple. He gently ate it out of my hands, and as he was retreating his head, he gratefully gave me what seemed to be a smirk. At that moment, I knew
Figure 1: National Geographic April 2013 Cover

all animals were such mysterious creatures.

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At one point in my childhood, I was obsessed with dinosaurs. I was so intrigued by the fact that they were actually once existent on this very Earth. I have always wondered how awesome it would be if they were still alive, or maybe how scary it would be if they were. Of course, it is very improbable that they may come alive again because the DNA in their fossils are too decayed. So, in preparations for the first writing project, I found the perfect piece of text to rhetorically analyze, and no it is not about dinosaurs; rather, it is a National Geographic magazine cover with the head story Reviving Extinct Species.

I initially found this magazine cover while looking on the internet for National Geographic covers because I knew I wanted to find something about science or nature and National Geographic was the first thing I thought about. I first disregarded this cover, but then I went back to look at it, and I realized how relevant this was to my lifelong fascinations. Illustrated on the cover were a woolly mammoth, a saber-toothed cat, a Cuban red macaw, and other various animals that went extinct from one hundred years ago, and as far back as thousands of years ago walking out of what seems to be a (giant) test tube.

National Geographic is a well trusted source of information, as it has been around for more than 120 years. The current editor-in-chief is Chris Johns, who has had that title since 2005, and was named Editor of the Year in 2008, so we know that NGs (short for National Geographic) last few years of publications have been trustworthy in delivering information and

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news. Johns was just a contract photographer for National Geographic in 1985 until he took a full time job for the company in 1995. He has created more than 20 articles for National Geographic, eight of which were cover stories (Chris Johns). The illustrator of NGs April 2013 edition is named Jon Foster, whose artwork has appeared in other NG publications, DC Comics, the Boston Glove, and much more. Although his illustration on this NG edition may not accurately depict what may happen in real life, it gets the message across that reviving extinct species is within grasp of the human mind.

The purpose of most National Geographic publications is to inform the readers, as well as educate them in something in a new topic. Like any kind of premium magazine company, National Geographic is aimed toward making money by selling their monthly publications. However, specifically I think a purpose of this National Geographics cover is make readers wonder. It makes readers question what is happening in this illustration, and the title of the headline, Reviving Extinct Species, definitely raises some questions, and it definitely draws the attention of the readers.

The call to write is to inform much like the purpose: to inform readers of current developments in de-extinction. In April 2013, when this edition of NG was published, scientists in Russia and South Korea embarked on an ambitious project to try to create a living specimen using the DNA-storing nucleus of a mammoth cell and an Asian elephant egg (Gannon). They

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found ample amounts of preserved mammoth tissue that was found in Siberia, but still as of April 2013, they have not actually started cloning but are still planning. This further piques the interests of the readers, and they instantly become concerned about when woolly mammoths may walk the Earth again.

National Geographic is aimed towards for any readers who have a fascination for nature, science, geography, or history. Some of NGs intended audiences are scientists, activists in politics, and direct subscribers, who are probably educated, middle-aged, from the middle/upper class, and have a professional occupation. More specifically for this edition of NG are eclipsazoologists, or people who study extinct animals. Some of NGs unintended audiences may be ordinary people who wont go through the trouble of subscribing for the magazine, but will pick up a copy (i.e. at the doctors office) and read it because it is convenient.

On the design cover of this magazine, the rhetors do a good job with the visual aspects. As always, National Geographic always has a yellow border around the front cover like a picture frame so that readers will quickly recognize that this piece of text is by National Geographic because it is their trademark/logo. The title of magazine, National Geographic, is transparent to make the text blend with the sky. The word Reviving is in white because it most associates with life, while the words Extinct Species are written in black, which it most associates with obsoleteness, which in this case are the extinct species. Basically, the first line of the headlines

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brings light to the dead. The extinct animals are striding forward out of a giant test tube, marching straight ahead. This symbolizes that the process of reviving extinct species is striding into the future of science.

The rhetor chose to put the animals which the audience sees on magazine cover because he feels that they are the most common extinct animals that may be able to be revived in the future. However, the rhetor did not chose this solely for the audiences appeal. Even if the presented animals on the cover do not seem quite as familiar as the other, he chose these animals because in the world of science, there is now a sufficient amount of reasons of how scientists may bring them back: DNA extracted from remains such as skeletons, bones, tissue, and eggs.

Surprisingly, the reason why I chose this cover was not only because I saw all of the animals. What had captured my eyes were the next two lines that follow after the headlines, which
Figure 2: Photograph reconstruction of Wolly mammoth by Kendrick said, We can. But should we? This may be a very controversial question; it makes people think

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twice before actually agreeing to the idea of de-extinction and this challenges the ethics of scientists in charge of this research. The rhetor heavily relies on ethos as he asked that question of But Should We? It is as if humans are given the roles and powers of God to magically revive the dead, and people may be hesitant toward this notion. However, in the article, Michael Archer, a paleontologist at the University of New South Wales, says, If were talking about species we drove extinct, then I think we have an obligation to try to [revive them], and I think we played God when we exterminated these animals (Zimmer 33). Michael Archer effectively states his argument of why we should revive them. Of course, there are many other arguments of why we should, such as benefits to the environment and invention of pharmaceutical drugs, but there are also reasons of why we should not.

The rhetor uses pathos in the sense of the feelings that the image of the front cover may convey. On one hand the audience may be really surprised and overwhelmed of all these mysterious creatures they have never seen in their lifetime, but on the other hand they may become easily frightened because of the forthcoming possibility that these animals may once again roam the Earth. Either way, the image captures the audience and lures them to read more within the contents of the magazine. Much of the logos isnt really depicted on the front cover as audience cannot make complete sense of the image, but if the audience were to read the article, more of their questions and concerns would be answered.

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This piece of text uses many elements and effectively communicates its message to the audience. One of the rhetors main basis of communication to the audience is through ethos. He brilliantly does this by asking them a question of morality and ethics and it challenges the audience to think deeply, and this creates a sense of curiosity. The rhetor also uses to the color of the text to make comparisons of two opposites (revival and extinction) and puts them in the same reality. The exigence of this text occurred at a point last year when scientist announced a plan to start de-extinction. Through thorough research, it is concluded that National Geographic magazine itself is a credible source of information because of trustworthy writers and illustrators, and this NG editions cover does a good job in attracting the audience in order to educate them more.

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Works Cited

"Chris Johns." National Geographic. N.p., n.d. Web. 29 Jan. 2014. <http://photography.nationalgeographic.com/photography/photographers/photographerchris-johns/#close-modal>. Gannon, Megan. "Reviving the Woolly Mammoth: Will De-Extinction Become Reality?"LiveScience. TechMedia Network, 15 Mar. 2013. Web. 29 Jan. 2014. <http://www.livescience.com/27939-reviving-extinct-animals-mammoths.html>. Kendrick, Robb. Woolly Mammoth. N.d. Photograph. Royal BC Museum, British Columbia. "NATIONAL GEOGRAPHIC MAGAZINE, APRIL 2013." National Geographic Society Press Room. N.p., n.d. Web. 20 Jan. 2014. Zimmer, Carl. "Bringing Them Back to Life." National Geographic Apr. 2013: 28-41. Web.