The name Clinton River Watershed website is a profiled online community website that is located along Avon District. To kick of the information on the website, the organization begins by outlining its goals and mission statement ‘to provide every means for prevention of cruel actions to rivers and the animals surviving in it. The organization from the ‘about us’ information seems to be a non-profit organization that works fulltime with an aim of fulfilling its mission of caring for not only rivers but the larger ecology system. In fulfilling their mission, the information on the website provides positive outcomes that could be gained from reducing animal risk and providing justice to victims of ecology cruelty. Apart from using the website, the organization also makes use of television adverts in encouraging people to be part of the organization by adopting or donating. Primarily, the main audiences for the content in this website are donors/ Sponsors.

The websites organization, the layout and the content is purposely for enticing the audience to donate money. Examining the webpage shows how the site builders were careful in planning and designing the elements on the website. Those logging onto the website cannot avoid the large picture that shows a river is a rectangle shape across the top most page of the website. Apart from the river that cuts across the page, there are different pages that also contain slideshows of other pictures showing the initiative of protecting nature. Each of the pictures provides a close up of boats, water bodies that the organization is working towards protecting. One out of the four pictures is clear in blue link that shows visitors how they can be part of the foundation by donating in a statement that reads ‘Donate to CRWC’. Such like adverts are necessary for the organization because without donation, there is no other way the public is made part of such like programs. The design principles used in this website reflect and appeal to the public because of the use of nature colors that send a message of conservation from the pictures and bold writings.

All of the pictures have information below that gives additional information on the picture and the subtopic which is equally necessary to understand the website wholly. I believe the pictures are used to add a personal touch to the contents of the website. Website visitors might develop a feeling of guilt if they fail to donate money after information on how ecology has been damaged and yet the website reveals how the public can be part of saving the environment. The website designers I believe employed much of pathos through by showing the dried up tree along the watershed. Comparing the third photo with the first photo makes website visitors want to be part of ecology protection to bring the dry tree back to life (similar to the trees in the first picture). The sad photos somehow become the main focus of the website because it manages to convince people to be part of the monetary donations. The website also plays a role on viewer’s emotions by including past stories that are directly related to environment and water conservation and how the public has benefitted through it.

For instance, the website story of volunteering in the watershed project is stories that move the public. The first photo contains a story that adds more to the general purpose of the website; attracting the public to be involved in the general cause of the organization. The logos used in the website stem from the overall logo used in the organization. The website makes use of minimal style and a combination of simple colors of green blended with other shades of blue and green that act as representation of nature. The different sections of the website are accumulated into small square shapes making it easy to navigate through the website and find information easily. The rest of the webpage located at the top of the river picture contains information about the organization, the movement, resources used in the movement and supporters among other information. On the middle left part of the website, a help kick off project is advertised with reference to protection and enhancement of the river watershed.

The advertisement is in the form of an upcoming program that calls for the public to volunteer and be part of. Since the website designers manage to compile abundant information, the society within this organization appears profession and perfectly managed to the viewers. And because people have value for their money, they will only donate to groups that are viewed as well organized and attractive thus such groups tend to attract more donations compared to those companies that exclude illegitimacy and order. Apart from displaying pathos and logos, the website’s designers also employ established ethos which is evident in the designing of their site. This is evident in the inclusion of other social media links found at the top and at the bottom of the page that makes the organization look updated with regard to social trends and technology. Additionally, in as much as the website has particular audience of donors, it is equally evident that every other member of the public can participate in the movement.

The audience is an embodiment of everyone and anyone. The website contains links of how to be part of the organization and get involved in the organization instead of developing links of what the organization represents and maybe visitors of the site already have an idea of what the organization represents and so logging onto the site is a way to find out how they can be part of the effort. Those visiting the site make assumptions from the site layout that the implied knowledge about the organization is a direct reflection of how the movement uses its energy towards achieving its goals. Clinton River watershed movement organization from the look at its websites has an understanding that most people recognize what they do and that is why they designed the website in a simple way to allow people be part of and donate to their efforts in other ways. With much focus on the words used on the website, I believe these words act as a contribution to the public emotions particularly to entice people into being part of the conservation efforts. Generally, the website and all advertisements within in use ethos, logos and pathos in different but effective ways to aid in the promotion of the mail objective of the organization. The layout together with the pictures are depict a determined, trustworthy and organized movement although this side is also disadvantaged in the sense that it cannot be used in oral communication effectively as in television advertisements. With little pictures and information that is straight forward, the website remains appealing to the public and takes a step in encouraging them to engage in a guild-free conscience exercise.