Brooke Gomes

English 1010-418-Sp15
Professor Miner
March 10, 2015

The Crying Indian Visual Analysis

The Crying Indian was the result of a

pairing between Keep America Beautiful
and the Ad Council. R. Mowry Mann, of
Marstellar Inc., created the ad to be aired
on the first anniversary of Earth Day,
April 22, 1971 in support of Keep
America Beautifuls anti-pollution
campaign. The ad follows the travels of a
Native American man as he glides
peacefully in his canoe through scenes of industrial pollution, concluding with a close up of his face
as he sheds a single tear and a voiceover narration extolls the importance of personal responsibility
for a cleaner, greener world. The Crying Indian is a visual text that was hugely successful in inspiring
individual responsibility for a public problem because of the strong psychological triggers that were
strategically used to persuade its viewers. Deep rooted stereotypes and cultural values will be
explored in this analysis as part of the rhetorical methods that contributed to the effectiveness of the
anti-pollution campaign through this particular public service announcement. It won two Clio
awards and ran on broadcast television channels until 1983, making the Crying Indian a cultural icon
for an entire generation.

The first contextual clue we are presented with is that of the Noble Savage, an archetypal patron of
the environment who represents the purity of a country that once was. Viewers are immediately
engaged and intrigued by the solitary image of the Native American in a culturally presupposed
natural environment. This appeal to ethos has its foundation in stereotyping. It is assumed by the
advertiser that using the image of an indiginous man whom is deemed more closely in tune with
nature will lend the impression of authority to the overall message. Furthermore, pathos is also
represented by undertones of white guilt. The history of genocide and marginalization of Native
Americans is well known and the collective subconscious reponse of the audience is sure to be
influenced by a sense of responsibility for conservation of the environment to offset the
maltreatment of our indiginous peoples. Ironically, the actor Iron Eyes Cody who portrayed a
Native American in this PSA and many other roles throughout his career, was after his death
revealed to be 100% Sicilian. In light of this fact, it is reasonable to state that the characterization of
Native Americans was deliberately used to manipulate viewer response.
Camera movement, tone, and framing were all carefully considered and composed to invoke a
specific response from the audience. The juxtaposition of the Native American man, who was
previously discovered to cause a feeling of responsibility and guilt for the condition of the
environment, against the wontonness waste of our post-modern industrial world greatly emphasizes
the polarity of the two warring values. This creates a moral choice for the viewer to contemplate,
encouraging them to reflect upon their own role in contributing to cleaner communities.
In the background music swells, carrying the visual narrative as it unfolds. The use of music
appropriately accompanies the overall theme; making it crucial to the intended interpretation of
urgency and importance. The music eases into a softer, lilting melody as the narrator begins the
spoken message with firm intensity and then escalates again as drive-by environmental offenders

throw a pile of garbage at the feet of the Native American man. The narrators message, Some
people have a deep abiding respect for the natural beauty that was once this country. Some people
dont, is emphasized by the weight of the word dont when the garbage hits the ground. The
statement is also another technique to emphasize the polarity of self vs. other; in this case the big
bad other is signified by some people. The strategy is to engender shame with a strong appeal
to pathos for those who dont respect the natural beauty of America.
The overwhelming popularity of this PSA, even more than four decades later, proves its legacy has
been effective in generating awareness. Litter was reduced by up to 88% in over 300 communities
throughout 38 states and numerous countries. (Council, 2003) It has been parodied, awarded, and
discussed in many different media as an example of the power of persuasion in adverstising. Today,
is maintains its status as the 50th greatest advertisement of all time. (Ad Age Advertising Century:
Top 100 Campaigns, 1999)
The Crying Indian has powerfully impacted American society with masterful rhetoric that stimulated
deep psychological responses. Polarity was used liberally and guilt permeated throughout. Although
these rhetorical devices could be considered negative influences given their usual contexts, here they
are used to exploit the moral sense of the viewer and inspire positive change. Recently, Keep
America Beautiful and the Ad Council partnered again for the first time since 1971 to launch a new
campaign named, I Want to be Recycled. (Yager, 2013) From the first anniversary of Earth Day
and the premier of the Crying Indian the importance of reducing litter and pollution has been a
popular topic that gave way to community beautification and recycling efforts all thanks to a creative
partnership, passion for the cause, and a Sicilian man who was Native American at heart.

Works Cited
Ad Age Advertising Century: Top 100 Campaigns. (1999). Retrieved from AdAge:
http://adage.com/article/special-report-the-advertising-century/ad-age-advertising-centurytop-100-advertising-campaigns/140150/
Council, A. (2003). Pollution Prevention: Keep America Beautiful -- Iron Eyes Cody (1961-1983). Retrieved
from Advertising Educational Foundation:
http://www.aef.com/exhibits/social_responsibility/ad_council/2278
Yager, L. (2013). Follow up to '71 Crying Indian PSA: "I Want to Be Recycled". Retrieved from Patch:
http://patch.com/connecticut/darien/follow-up-to-71-crying-indian-psa-i-want-to-berecycled_097ef405