This advertisement caught my eye with the gruesome imagery of the lamb. At first glance it gave me the impression that it would be something against using animal products and the ethical rights of living creatures. The poster is for a campaign by PETA, an Australian company that fight for the ethical rights of animals featuring a guitar player Jona Weinhofen. Jona himself is against animal cruelty and him and his band have taken part in other campaigns to support similar causes. I find the overall aesthetics of the poster effective as it has the look of a fashion poster with a stereotypical attractive male however instead of him being the drawing attraction, its the injured lamb. The typography also uses synthetic personalisation to address the reader in almost an accusing way saying 'here's the rest of your coat' the word 'your' makes the reader feel responsible for the state of the lamb in the picture. The body language of the model also makes it look like he is handing back the property of the reader again playing on the innate guilt of the reader. This gives a negative impression on companies that use animal products and the agriculture that farms them further diminishing the expensive, sophisticated connotations related to having real fur. This also sends effective ethical messages to the younger generation that its not 'cool' or 'sexy' to be wearing animal fur. Overall in my opinion the ad' serves its purpose effectively giving off negative connotations about fur but interestingly, through the aesthetics of a fashion ad'.
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