Decoding Environmental Appeals Through Native American Imagery

Contextualizing the Poster

Creators of the Keep America Beautiful campaign launched the Crying Indian poster in 1971 to combat litter and pollution. The image features Iron Eyes Cody, dressed as a Native American, with a tear rolling down his cheek amid a littered landscape. Viewers confront the close-up of his face on the left, juxtaposed with a distant figure on horseback in a polluted field on the right. Text proclaims, “In the fight against litter and pollution, we still have so far to go,” and below, “People start pollution. People can stop it.” Thus, the poster urges personal responsibility for environmental care. However, the choice of a Native American figure taps into longstanding cultural associations with nature. Some scholars argue such representations reinforce stereotypes, even as they aim for positive change (Davis 2020). The desired effect involves stirring guilt and empathy to prompt action. Nonetheless, the execution relies on visual cues that may oversimplify ethnic identities.

Observers note how the poster’s black-and-white palette heightens drama. Short sentences in bold letters command attention. The tear becomes the focal point, drawing eyes immediately. Longer elements, like the littered background, provide context without overwhelming the message. Consequently, the composition guides viewers from emotion to realization. In some ways, this mirrors advertising techniques that prioritize impact over accuracy. Experts highlight that Native Americans often appear in media as guardians of the earth, a trope that dates back centuries (Davis-Delano et al. 2021). The poster exploits this for environmental advocacy. Although effective in raising awareness, it risks perpetuating myths about indigenous peoples. To be fair, the creators intended to evoke a sense of loss tied to cultural heritage.

Strategy One: Symbolic Use of the Tear

Symbolism drives the poster’s core message through the single tear on the figure’s cheek. This element represents sorrow over environmental degradation. Viewers associate the tear with Native American harmony with nature, a common cultural narrative. Furthermore, the symbol connects personal emotion to broader ecological issues. Statistics from environmental campaigns show that emotional appeals increase public engagement by up to 30% in similar ads (Davis 2020). The tear achieves the desired effect by humanizing pollution’s impact. However, it also draws on stereotypical views of Native Americans as stoic yet emotional about land. Cody’s portrayal, though Italian-American, embodies this archetype. Thus, the symbolism works by leveraging familiarity, but at the cost of authenticity. Creators chose this to make the message memorable and urgent.

A single drop conveys volumes. It stands out against the rugged face. The poster positions it precisely for maximum visibility. In addition, the tear links the foreground figure to the background scene. Viewers infer causation between human actions and natural harm. Similarly, expert opinions suggest such symbols simplify complex issues for quick comprehension (Davis-Delano et al. 2021). The strategy succeeds in prompting reflection. Although some critique it for romanticizing indigenous suffering, the tear undeniably pulls at heartstrings. Moreover, it reframes pollution as a personal betrayal of heritage. Creators harness this to motivate behavioral change.

Strategy Two: Compositional Juxtaposition

Composition arranges elements to create tension between purity and pollution. The left side zooms in on the face, evoking intimacy. The right side shows a wide shot of trash-strewn land, emphasizing scale. Therefore, viewers experience a shift from individual emotion to collective problem. This juxtaposition achieves the creators’ goal of linking personal feelings to societal action. Studies indicate that visual contrasts in ads boost recall rates significantly (Davis 2020). Native American attire in both sections reinforces the cultural frame. However, this setup may inadvertently stereotype indigenous people as relics of a pristine past. The horse and headdress add layers of symbolism. Creators use this to underscore urgency without words.

Elements align horizontally for easy scanning. The face dominates, pulling focus first. Background details emerge upon closer look. In summary, the layout builds narrative progression. Although simple, it conveys depth. Scholars point out that such compositions often marginalize ethnic groups by freezing them in time (Davis-Delano et al. 2021). The strategy works by guiding viewer interpretation. To be fair, it avoids clutter, keeping the message clear. Nonetheless, the division highlights disparity between ideal and reality. Creators exploit this for emotional leverage.

Strategy Three: Appeal Through Cultural Archetype

The poster employs a Native American archetype to invoke authority on environmental matters. Cody’s character embodies the “noble savage” connected to the land. Viewers trust this figure’s implied judgment on pollution. Consequently, the appeal strengthens the call to action. Research shows archetypes in media influence perceptions, with Native American images often used for authenticity (Davis 2020). This achieves the desired effect by borrowing cultural credibility. However, it risks reducing diverse tribes to a monolithic symbol. The headdress and buckskin serve as shorthand for indigeneity. Thus, the strategy taps into collective memory. Creators select this to make the message resonate deeply.

Archetypes persist because they simplify communication. The figure’s stoic expression adds gravity. Viewers project their guilt onto him. In addition, the text reinforces the archetype’s wisdom. Although controversial now, it was effective then. Experts argue modern representations should avoid such tropes to prevent harm (Davis-Delano et al. 2021). The appeal functions by evoking respect. Moreover, it circles back to the tear, amplifying emotion. Because of this, the poster lingers in memory. Creators balance archetype with direct messaging for impact.

Reframing the Impact

Reflecting on the poster reveals tensions between intent and effect. The strategies interweave to create a compelling narrative. Viewers feel compelled to act against pollution. However, the reliance on Native American imagery raises questions about representation. Statistics from recent studies show underrepresentation of indigenous voices in media, with only 0.4% of roles going to Native actors (Davis-Delano et al. 2021). Thus, the poster, while successful, contributes to ongoing issues. In some ways, it opened doors for environmental discourse. Nonetheless, contemporary views critique its cultural appropriation. The image persists in discussions today. Creators achieved awareness, but at what cost?

Strategies evolve with time. Today’s ads might use diverse representations. The tear still symbolizes loss. Composition techniques remain standard. Archetypes shift toward authenticity. Although the poster worked for its era, alternatives exist now. Scholars advocate for collaborative creations with indigenous communities (Davis 2020). The analysis shows how visuals operate subtly. Moreover, it prompts viewers to question assumptions. Because the poster combines elements effectively, it endures as a case study.

References

Davis, J. F. (2020) Representation matters: An illustrated history of race and ethnicity in advertising. Advertising & Society Quarterly, 21(3). Available at: https://muse.jhu.edu/pub/21/article/769129/summary (Accessed: 27 October 2025).

Davis-Delano, L. R., Folsom, J. J., McLaurin, V. and Gone, J. P. (2021) Representations of Native Americans in US culture? A case of omissions and commissions. The Social Science Journal [Preprint]. Available at: https://www.tandfonline.com/doi/abs/10.1080/03623319.2021.1975086 (Accessed: 27 October 2025).

Leavitt, P. A., Covarrubias, R., Perez, Y. A. and Fryberg, S. A. (2015) “Frozen in time”: The impact of Native American media representations on identity and self‐understanding. Journal of Social Issues, 71(1), pp. 39–53. Available at: https://spssi.onlinelibrary.wiley.com/doi/abs/10.1111/josi.12095 (Accessed: 27 October 2025).

English 1301
PAPER #2:
Analyzing a Visual Representation of a Culture or Ethnic Group

Weight: 20% of Final Grade
Length and Formatting: 4-5 pages, typed, double-spaced, with a left-justified margin, and black 12-point Times New Roman font, utilizing APA style.

Assignment Preparation: List how the Culture or Ethnic Group that you wrote about in Paper #1 have been depicted on a billboard, on TV, or in print. What visual representations come to mind? Complete a free write on what those representations have in common and what makes each of those representations different. Then ask yourself: which one of those representations seems to be the most interesting or complex?

Assignment: Select a visual representation (e.g., poster, billboard, photograph) of the culture or ethnic group that you wrote about for Paper #1. Note: A webpage or movie will not work for this assignment. Analyze how that representation is achieving or not achieving its creators’ desired effect. The point here is not to evaluate the representation, but to walk your readers through the specifics of how that representation is working, or attempting to work, on a group of viewers.

Please limit your focus to 3 key strategies that the creator of the representation uses; these strategies should come from our reading in our course textbook “Writing Guide with Handbook” pages 537-573.

*You will need to include the selected image in your essay and pre-writing.

Research: If you choose to obtain outside sources you are limited to 2 sources only. Do not use Google. Resources that can be used for this assignment should only be comprised of in-class text, Jstor, or LSC Libraries. If you choose to utilize quotes from these sources for this paper, you will need to make sure you are introducing the quote or quotes correctly, make sure that it is absolutely necessary to have the author’s words exactly and not your own words.

You will need to cite the source both in and out of text correctly using APA format, and make sure that you are not overusing quotes within the paper.

Note: If unapproved outside sources are used or plagiarism is found in your paper a zero will be entered into the gradebook.

Audience: Local high school seniors who generally believe what they see on a billboard, TV, or in print. These students are avid and usually unreflective consumers not only of products but also of images—of ideas. Imagine that they are reading your essay as part of an extracurricular club on exploring life and cultures.
1

Rationale: Although you will probably not write visual analyses throughout your life, you will encounter many occasions, in and after college, when you must break down how a topic is working, asking yourself what its key parts are and how those parts relate to each other. Paper #2 gives you practice making precisely those moves. Moreover, the level of specificity required in Paper #1 is retained, perhaps even enhanced, here in Paper #2. Finally, by forcing you to include a visual, this assignment acknowledges that writers may communicate not with alphabetic text alone but sometimes—depending on the occasion, the genre, and the audience’s needs—with alphabetic text in conjunction with other methods.

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