Forest Stewardship Council

Annual Report2013-2014

FSC UK Working Group11 – 13 Great Oak Street Llanidloes, Powys SY18 6BUTel: 01686 413 916Fax: 01686 412 176 E-mail: info@fsc-uk.org Website: www.fsc-uk.orgThe FSC UK Working Group is a registered charity (Charity No. 1060072)

Our Vision

Our Mission

The world’s forests meet the social, ecological, and economic rights and needs of the present generation without compromising those of future generations.

The Forest Stewardship Council shall promote environmentally appropriate, socially beneficial, and economically viable management of the world’s forests.

Director’s Overview

David MooreFSC works to improve forest management worldwide, and through certification creates an incentive for forest owners and managers to follow. Best social and environmental practices.

The three advertisements I have chosen to study are all based on cars. There are two double page advertisements, one for a Vauxhall Astra (figure 1)

and the other for a BMW one series (Figure 2). The single page advertisement is for the new Honda Civic (Figure 3). I will pick apart these advertisements and analyze the imagery, text to look for coded and no non-coded signifiers in these advertisements to see how they influence their audience into buying their product. Car advertisements are useful to study because they do not give much away they usually are comprised of a highly manipulated “photoshoped’ imaged coupled with either a slogan or phrase between three and twelve words.Figure 1 is a double page advertisement comprised of two major elements, an Image of a red car moving at high speed and two simple words, which are ‘desire’ and ‘ability’. The advertisement has a converging anchorage because the image and the text work together but contribute different pieces of information separately because the image reflects the speed of the car and it’s ability to preform at high speed. The image does not portray desire because desire is an opinion, which some people will agree and disagree with. The word desire has the non coded sign of desire which is defined as ‘A strong feeling of wanting to have something or wishing for something to happen’ the coded sign of the word desire is that the car is desirable and people want it because the car is the most desirable car on the market and it is the definition of desire

because the word is single out with a full stop. This is the same for the word ability it is again single out as a single word sentence. The non-coded signifier is that ability is a capacity of a certain element and how well something can preform. The coded signifier is that the ability is not defined by anything so it is left up to the view own imagination so they make up the ability of car so they want it more. The colour of the car in figure one is red; the colour red in the car industry has a connotation of speed, danger and excitement. This taps into social myth of people having a primal instinct of liking dangerous things and excitement of danger even though people know how bad it is for them and the high element of risk. There is also another key element in the image other than the car and that is three green arrows that are used as road signs these purposily persuade the viewer to focus on the colour of the car and the and the caption ‘desire.’ and ‘ability.’ This proves that the Elaboration Likelihood Model (E.L.M) is used as a main commutation method of persuasion in advertising. As Lori Benoy and Sole Lander talk about the E.L.M they state: ‘the central route is associated with high envolment.’ This talks about how the viewer is more evolved in the advertisement due the level of how much they want it YouTube clip ‘phycology and advertising’ .The green arrows are used as a route of persuades the viewer to look at the curtain elements of the advert. The image has a blurred background to make the car stand out so it the point of concern as well as the green arrows.

Our Mission

ForestsWhile recognizing the huge strides that the FSC global network made in our first decade, the Global Strategy sought to guide our organization through new goals.

The three advertisements I have chosen to study are all based on cars. There are two double page adver-tisements, one for a Vauxhall Astra (figure 1) and the other for a BMW one series (Figure 2). The single page advertisement is for the new Honda Civic (Figure 3). I will pick apart these advertisements and analyze the im-agery, text to look for coded and no non-coded signifiers in these advertisements to see how they influence their audience into buying their product. Car advertisements are useful to study because they do not give much away they usually are comprised of a highly manipulated “photoshoped’ imaged coupled with either a slogan or phrase between three and twelve words.Figure 1 is a double page advertisement comprised of two major elements, an Image of a red car moving at high speed and two simple words, which are ‘desire’ and ‘ability’. The advertisement has a converging anchor-age because the image and the text work together but contribute different pieces of information separately because the image reflects the speed of the car and it’s ability to preform at high speed. The image does not portray desire because desire is an opinion, which some people will agree and disagree with. The word desire has the non coded sign of desire which is defined as ‘A strong feeling of wanting to have something or wishing for something to happen’ the coded sign of the word desire is that the car is desirable and people want it because the car is the most desirable car on the market and it is the definition of desire because the word is single out with a full stop. This is the same for the word ability it is again single out as a single word sentence. The non-coded signifier is that ability is a capacity of a certain element and how well something can preform. The coded signifier is that the ability is not defined by anything so it is left up to the view own imagination so they make up the ability of car so they want it more. The colour of the car in

figure one is red; the colour red in the car industry has a connotation of speed, danger and excitement. This taps into social myth of people having a primal instinct of liking dangerous things and excitement of danger even though people know how bad it is for them and the high element of risk. There is also an-other key element in the image other than the car and that is three green arrows that are used as road signs these purposily persuade the viewer to focus on the colour of the car and the and the caption ‘desire.’ and ‘ability.’ This proves that the Elaboration Likelihood Model (E.L.M) is used as a main commutation method of persuasion in advertising. As Lori Benoy and Sole Lander talk about the E.L.M they state: ‘the central route is associated with high envolment.’ This talks

about how the viewer is more evolved in the advertise-ment due the level of how much they want it YouTube clip ‘phycology and advertising’ .The green arrows are used as a route of persuades the viewer to look at the curtain elements of the advert. The image has a blurred background to make the car stand out so it the point of concern as well as the green arrows.Figure two is again a double page spread this time for BMW three main elements to this advertisement. There are two separate text elements and one image, which takes up one and one third pages. The first larger piece of the text which states “Don’t the little ones grow up fast?” The connotation of this question asks if the car is fast is doesn’t tell if it is or isn’t it leaves it up to the views

opinion depending on there felling towards the car and what they know about it. The Connotation the ques-tion is asking if car the BMW one series is growing up and competing with the models of BMW. This question is appealing to people who already have a lot of knowl-edge about BMW cars. The second piece of text, which says, “Joy is the ultimate driving machine” the conno-tation of this is that the car is really enjoyable to drive and that’s why people should buy it, this statement is that joy and the feeling of joy is the ultimate driving machine not the car. This portrays a social myth that driving has been a joy and pleasurable experience in today’s society and something that is taken advantage of instead of something that should used a means of transport. The image that is the dominant element of the advertisement is quite similar the image in figure 1 in its layout and composition it only the landscape and the scenario of the car that changes.

The BMW is set on a racetrack because of the social myth that BMWs are fast cars and have racecar herit-age and appear to a higher class of people rather than a Vauxhall Astra is seen more as a family car that is used for day-to-day life that’s why it set in a tunnel on a main road. The colour of the car in Figure 2 is orange. The colour orange is used to portray the car as very aggressive and energetic, which denotes back to its racecar heritage and how BMW are known for being fast and aggressive cars. This anchorage of the adver-tisement is converging because both the image and text work together but contribute different information separately. This car does not portray anything about growing and can cannot grow because it an innominate object but does portray the car is at the same stand as the other BMW produce. The advert is broken up with white space and is a lot more astatically pleasing than figure 1 this because BMWs are more expensive than Vauxhalls the white space portrays a connotation

Forest concervation

Sustainability for everyone

FSC Recycled Teak chosen for Cutty Sark restoration

Brooks Bros. (UK) Ltd. won a prestigious contract to supply FSC recycled teak for the conservation of one of the most famous ships in the world – the tea clipper Cutty Sark, originally launched in 1869. After a long and fascinating career, she is preserved as a national icon.The teak, reclaimed from demolition sites, meets both the quality and environmental requirements forthis demanding project. Teak is often shunned because of grave and persistent concerns over both the legality and environmental sustainability of any supply chain, so a source which is independently verified as untainted by these concerns is very welcome.

Non certified FSC ForestsFSC certified Forests 100 - 749,999

FSC certified Forests 750,000-10,000,000

60%25%15%

2006 2013

The three advertisements I have chosen to study are all based on cars. There are two double page adver-tisements, one for a Vauxhall Astra (figure 1) and the other for a BMW one series (Figure 2). The single page advertisement is for the new Honda Civic (Figure 3). I will pick apart these advertisements and analyze the imagery, text to look for coded and no non-coded signifiers in these advertisements to see how they influence their audience into buying their product. Car advertisements are useful to study because they do not give much away they usually are comprised of a highly manipulated “photoshoped’ imaged coupled with either a slogan or phrase between three and twelve words.

Figure 1 is a double page advertisement comprised of two major elements, an Image of a red car moving at high speed and two simple words, which are ‘desire’ and ‘ability’. The advertisement has a converging anchorage because the image and the text work together but con-tribute different pieces of information separately because the image reflects the speed of the car and it’s ability to preform at high speed. The image does not portray desire because desire is an opinion.

2000

40%33%27%

33.3%33.3%33.3%

960Employees and we are still growing and still growing...

Products

05%75%20%

Copier Paper2013

35%50%15%

Toilet Paper2013

Plywood2013

05%85%10%

Non certified Products FSC certified Products Rainforest Alliance Products

The three advertisements I have chosen to study are all based on cars. There are two double page advertisements, one for a Vauxhall Astra (figure 1) and the other for a BMW one series (Figure 2). The single page advertisement is for the new Honda Civic (Figure 3). I will pick apart these advertisements and analyze the imagery, text to look for coded and no non-coded signifiers in these advertisements to see how they influence their audience into buying their product. Car advertisements are useful to study because they do not give much away they usually are comprised of a highly manipulated “photoshoped’ imaged coupled with either a slogan or phrase between three and twelve .

Figure 1 is a double page advertisement comprised of two major elements, an Image of a red car moving at high speed and two simple words, which are ‘desire’ and ‘ability’. The advertisement has a converging anchorage because the image and the text work together but contribute different pieces of information separately because the image reflects the speed of the car and it’s ability to preform at high speed. The image does not portray desire because desire is an opinion, which some people will agree and disagree with. The word desire has the non coded sign of desire which is defined as ‘A strong feeling of wanting to have something or wishing for something to happen’ the coded sign of

the word desire is that the car is desirable and people want it because the car is the most desirable car on the market and it is the definition of desire because the word is single out with a full stop. This is the same for the word ability it is again single out as a single word sentence. The non-coded signifier is that ability is a capacity of a certain element and how well something can preform. The coded signifier is that the ability is

not defined by anything so it is left up to the view own imagination so they make up the ability of car so they want it more.The colour of the car in figure one is red; the colour red in the car industry has a connotation of speed,

Danger and excitement. This taps into social myth of people having a primal instinct of liking dangerous things and excitement of danger even though people know how bad it is for them and the high element of risk. There is also another key element in the image

other than the car and that is three green arrows that are used as road signs these purposily persuade the viewer to focus on the colour of the car and the and the caption ‘desire.’ and ‘ability.’ This proves that the Elaboration Likelihood Model (E.L.M) is used as a main commutation method of persuasion in advertising. As Lori Benoy and Sole Lander talk about the E.L.M they state: ‘the central route is associated with high envolment.’ This talks about how the viewer is more

This incentive brings direct benefits to the forest, such as protecting biodiversity, indigenous peoples’ rights, worker’s rights, and areas of significant environmental or cultural importance.

“The world’s forests meet the social, ecological, and economic rights and needs of the present generation without compromising those of future generations.”

Timber2013

05%90%05%

10%60%30%

Furniture2013

20%65%15%

Kitchen Appliances2013

FSC Recycled Teak chosen for Cutty Sark restoration

Brooks Bros. (UK) Ltd. won a prestigious contract to supply FSC recycled teak for the conservation of one of the most famous ships in the world – the tea clipper Cutty Sark, originally launched in 1869. After a long and fascinating career, she is preserved as a national icon.The teak, reclaimed from demolition sites, meets both the quality and environmental requirements forthis demanding project. Teak is often shunned because of grave and persistent concerns over both the legality and environmental sustainability of any supply chain, so a source which is independently verified as untainted by these concerns is very welcome.

The three advertisements I have chosen to study are all based on cars. There are two double page adver-tisements, one for a Vauxhall Astra (figure 1) and the other for a BMW one series (Figure 2). The single page advertisement is for the new Honda Civic (Figure 3). I will pick apart these advertisements and analyze the im-agery, text to look for coded and no non-coded signifiers in these advertisements to see how they influence their audience into buying their product. Car advertisements are useful to study because they do not give much away they usually are comprised of a highly manipulated “photoshoped’ imaged coupled with either a slogan or phrase between three and twelve words.Figure 1 is a double page advertisement comprised of two major elements, an Image of a red car moving at high speed and two simple words, which are ‘desire’ and

‘ability’. The advertisement has a converging anchor-age because the image and the text work together but contribute different pieces of information separately because the image reflects the speed of the car and it’s ability to preform at high speed. The image does not portray desire because desire is an opinion, which some people will agree and disagree with. The word desire has the non coded sign of desire which is defined as ‘A strong feeling of wanting to have something or wishing for something to happen’ the coded sign of the word desire is that the car is desirable and people want it because the car is the most desirable car on the market and it is the definition of desire because the word is single out with a full stop. This is the same for the word ability it is again single out as a single word sentence. The non-coded signifier is that ability is a capacity of a certain element and how well something can preform. The coded signifier is that the ability is not defined by anything so it is left up to the view own imagination so they make up the ability of car so they want it more. The colour of the car in figure

one is red; the colour red in the car industry has a connotation of speed, danger and excitement. This taps into social myth of people having a primal instinct of liking dangerous things and excitement of danger even though people know how bad it is for them and the high element of risk. There is also another key element in the image other than the car and that is three green arrows that are used as road signs these purposily persuade the viewer to focus on the colour of the car and the and the caption ‘desire.’ and ‘ability.’ This proves that the Elaboration Likelihood Model (E.L.M) is used as a main commutation method of persuasion in advertising. As Lori Benoy and Sole Lander talk about the E.L.M they state: ‘the central route is associated with high envolment.’ This talks about how the viewer is more evolved in the advertisement due the level of how much they want it YouTube clip ‘phycology and

Income and expenditureThe three advertisements I have chosen to study are all based on cars. There are two double page adver-tisements, one for a Vauxhall Astra (figure 1) and the other for a BMW one series (Figure 2). The single page advertisement is for the new Honda Civic (Figure 3). I will pick apart these advertisements and analyze the im-agery, text to look for coded and no non-coded signifiers in these advertisements to see how they influence their audience into buying their product. Car advertisements are useful to study because they do not give much away they usually are comprised of a highly manipulated “pho-toshoped’ imaged coupled with either a slogan or phrase between three and twelve words.Figure 1 is a double page advertisement comprised of two major elements, an Image of a red car moving at high speed and two simple words, which are ‘desire’ and ‘ability’. The advertisement has a converging anchor-age because the image and the text work together but contribute different pieces of information separately because the image reflects the speed of the car and it’s ability to preform at high speed. The image does not portray desire because desire is an opinion, which some people will agree and disagree with. The word desire has the non coded sign of desire which is defined as ‘A strong feeling of wanting to have something or wishing for something to happen’ the coded sign of the word desire is that the car is desirable and people want it because the car is the most desirable car on the market and it is the definition of desire because the word is single out with a full stop. This is the same for the word ability it is again single out as a single word sentence. The non-coded signifier is that ability is a capacity of a certain element and how well something can preform. The coded signifier is that the ability is not defined by anything so it is left up to the view own imagination so they make up the ability of car so they want it more. The colour of the car in figure one is red; the colour red in

By working to promote environmentally and socially beneficial forest management, FSC helps both local communities and society at large to enjoy long-term benefits

the car industry has a connotation of speed, danger and excitement. This taps into social myth of people having a primal instinct of liking dangerous things and excitement of danger even though people know how bad it is for them and the high element of risk. There is also another key element in the image other than the car and that is three green arrows that are used as road signs these purposily persuade the viewer to focus on the colour of the car and the and the caption ‘desire.’ and ‘ability.’ This proves that the Elaboration Likelihood Model (E.L.M) is used as a main commutation method of persuasion in

Reserves Policy

The Steering Group examined the charity’s requirements for reserves in light of the main risks to the organisation. It has established a policy whereby the unrestricted funds not committed or invested in tangible fixed assets held by the charity should be equivalent to 3 months of expenditure. Budgeted expenditure for 2008/09 is £201,693, therefore the target is £50,422 in general funds. The reserves are needed to meet the working capital requirements of the charity and the Steering Group are confident that at this level they would be able to continue the current activities of the charity in the event of a significant drop in funding. The present level of reserves available to the charity falls significantly short of this target. Although the strategy is to continue to build reserves through operating surpluses, the Steering Group are aware that it is unlikely that the target can be reached for a number of years.

Broker Project

Donations, legacies and other

Forestry and standards

Activities for generating funds

Defra funded project

International database

Income£315,150

2013

Ptomotion & Representation

Broker Project

Defra funded project

Support & Govemance

Policy & standards devel

Forestry standards

Advisory Service

Expenditure£324,523

2013