Amelia Potvin, Carter Emerson
Through qualitative visual rhetorical analysis, this paper explores how de-extinction is framed as a scientific achievement and a form of ecological restoration. Focusing on images of genetically modified “dire” wolves, this study analyzes how scientific signifiers intersect with corporate branding techniques and mythological and cinematic symbolism. This analysis demonstrates how promotional visuals can blur distinctions between fully extinct species and bio-engineered proxies. We argue that there is a representational gap between scientific practice and de-extinction rhetoric, highlighting the persuasive power of imagery in shaping visual understandings of ongoing biotechnology and conservation efforts.