PETA Seal Clubbing Advert

Ideology:

The ideology is that Canadian (and not limited to other countries) Seal Clubbing is cruel, violent and generally only done for tradition and no real practicality. The act gives Canada a "black eye", meaning it ruins their image and that the act is "sick". Canada is suffering from a 'few bad apples spoil the bunch' problem and it's made apparent when PETA mentions that only 'the greed of a few' is to blame.

Visuals/Iconography:

The saturation in the poster is very low, leaving nearly a fully monochrome picture. Without the use of any other colours besides the black and white, the poster is able to eccentuate the blood splatters surrounding the image. The blood is eye-catching, shocking and is a representation of the savagery and brutallity of the act of seal clubbing. We also get an image of the act in the background; a picture of a man who is about to strike a defenceless baby seal, accompanied by celebrity: Iggy Pop turning away from the act and looking directly into the camera with arms crossed. We clearly see from the way Iggy is standing that he is against the act and the crossed arms represents his disapproval. 

Lines of Appeal:

The use of an elite person; 'Iggy Pop', showcases an inspirational figure as against or for a certain product or act. In this case, Iggy Pop is used because people aspire to be him and follow in his footsteps; if Iggy is against seal clubbing, the aspirers of his fanbase will agree and support the cause. We also see this in the other PETA seal clubbing advert starring Ke$ha. As well as shocking imagery, the blood and the picture of the seal being clubbed creates an empathetic response within the audience and taps into their paternal/maternal instincts - yet they cannot do anything about it.