Appeals to Logos within the 1960's Earth Day Poster

The Earth Day poster contains many appeals to logos as it portrays real and relevant environmental issues that were beginning to be understood in America. The poster contains a huge emphasis on air pollution. The image that stands out most in the flier is the crowd of countless cars, linked to the issue of car emission. By 1963, about 83 million Americans had their own personal automobiles. To make matters worse, during the 1960’s and 1970’s, gasoline was infused with lead, which produced smog that in large concentrations could be toxic. However, people were becoming more aware of the connection between car emissions and air pollution. Evidence of this is seen in 1961, when the state of California, a leader in environmental initiative during the 1960s, mandated crankcase blowby devices in all cars, to minimize car emissions and help the environment. So political measures were being taken to prevent air pollution. The poster's emphasis on air pollution is further corroborated by the plane in the sky and the power plant in the backdrop, both of which are emitting a sinister, black cloud of smoke into the air. Finally, the coloring of the poster implies the effects of air pollution as well. The color is exclusively black and tints of a brownish, reddish orange (not sure how to adequately describe this desolate color). I associate this color with arid desert and canyons— scorching, hard to breath. The darkness of the poster adds to the negativity of the scenery. 

All these images were part of the poster's appeal to logos. The poster argues, with various images, that continued unchecked emission of leaded gasoline and other fossil fuels will lead to a darker environment, where the air is arid and suffocating. This claim was founded on studies and trends being discovered during the 1960's. People were becoming more aware of the need for reform in regards to the unchecked use of fossil fuels.

There is another logical appeal given by one last image on the poster—the capital. While contextualizing the location of the poster, the addition of an image of the capital seems very deliberate. It is the place where legislation is passed, and where environmental change in America during the 60s and early 70s could begin. The logical argument I draw from this line of reasoning is then: If we continue emitting fossil fuels in the air, America will become a darker, more unpleasant place, but at the capital, we can pass legislation to begin comprehensive reforms in America’s environmental practices and save the environment.