Ideology
Within the advert, ideologies denoted within are that wearing & making of leather have a negative background, showing that animals have to go through abuse, pain and suffering to be made in that way that it is, implying that it shouldn't be worn. This is is shown through the montage shots of the name of animals listed followed through a close up shot of the girls eye opening in shock and horror. Moreover the ideology that the public are blind to the animals that they are wearing. Demonstrated through the montage shots of the children researching where the leather has came from and not been given answers, leaving question marks all over.

Visual & Narrative Techniques
The use of child characters are used to show connotations of innocents and purity, reflecting these qualities onto the animals. This is implying the fact that animals and children are the same, using shock tactics towards the audience, trying to get them to imagine if this was happening to their children if it was the other way around. The use of children also puts a sweet side onto the advert, making it out to be a lot less serious than what it actually is.
The advert appeals to Gillian Dyers appeal of Nature & Natural World as the animals have been taken from their environment to go through the abuse that they suffer.
The advert is based in the home setting, this will enable the audience to relate to what is going on as the area is familiar environment. it also cunning implication that death and abuse could be invested with this happy, positive environment that the majority of society live in everyday of their lives.
The non-diegetic sound of dramatic drums plays in the background throughout the majority of the ad. This has been used to build tension and crete an uneasy atmosphere. As it gets louder and louder, each shot is more tense until it reaches the end of the ad.

Advertising Techniques
The advert uses punish and rewards techniques as they punish the audience throughout about how oblivious they are to the abuse that happens globally. It explicitly uses shock tactics as it uses the common domestic pet of a dog to show they're being abused, reaching out to passionate dog owners. They want the type of people who are appeal to the nature and natural world to be on there side with this campaign.