TOW #22 PETA

PETA is known for creating outrageous ads that are meant to outrage people, or guilt them into being more environmentally and animal friendly. In this ad, PETA uses appeals to guilt and celebrity endorsement to convince people that wearing fur clothing is wrong.
     The ad uses guilt by featuring a picture of a bunny, along with the caption "Try telling him it's only a fur trim". Bunnies are often viewed as a symbol of innocent, or if anything, universally acknowledged as cute. The ad implies that in order to have a fur trim on clothing, the bunny must be killed. Most fur-wearers would just shrug this off by saying "it's just a little fur trim." By putting the bunny in the ad, PETA asks the fur-wearers to confront the bunny, putting a face to the fur, and making them feel more responsible for the murder of an innocent creature. By making the audience feel guilty, PETA makes them less inclined to wear fur.
     PETA also uses a celebrity endorsement, Natalie Imbrugulia, an actress and singer. By having her in the ad, PETA asserts that she is an advocate against the use of fur for clothing. Since people look up to celebrities, having one tell them directly that something is wrong would make them less likely to do the thing, like wear fur.
     This ad is one of PETA's less graphic and dramatic ads, but it still heavily plays with people's emotions. Through guilt and celebrity endorsement, this ad forces people to address the issue of fur in fashion, and hopefully makes them less inclined to support animal-cruelty businesses by boycotting fur clothing.