Peta released a advertisement campaign "Here 's the rest of your wool/fur coat." in attempts to stop animal cruelty in the fashion industry. In this particular ad we see Jona Weinhofen, lead guitarist of I Killed the Prom Queen, holding a bloody sheered lamb. At first glance this ad seems to be nothing more than a crude attempt at shock factor however when I take a closer look at Peta 's ad its quite difficult to tell if this ad is helping or hurting its cause. Who is this ad addressing? Who are they intending to persuade here? Its safe to assume that they are hoping to change the views of anyone who wears wool (Which most of us have in our lives). However this ad imparticular has gained popularity in its controversy and we also should look at what audiences will see it anyway. There are four possible audiences that Peta will have (whether wanted or not). One, the audience who completely ignorant or mostly ignorant to sheep sheering. These viewers will be the ones the ad was intend for and will possibly effect them the most. Two, Viewers who understand sheering in small groups or small farms. This audience will hardly be effected at all if any. Three, those who understand sheering in the masses or in poor condition. Audience three has possibly already reached the desired effect however, if not the imagery is …show more content…
In fact, I would be surprised if Peta looked at the context at all. Jona Weinhofen explains the intentions he had for the ad best in a video with Peta, "The wool industry is very cruel. Shearers are usually payed by volume not by the hour which encourages fast work without regard of the welfare of the sheep." In the video you see that Jona mostly referring to mulesing (which is known to make a sheep bleed and have similar pain as castration) or poor working conditions that lead to carelessness. You need a very specific set of information to understand this ad to its full