WWF Exotic Animal Souvenirs

Ideology:

The ideology of the WWF poster is that exotic souvenirs made with animal remains are a product of cruelty and/or are endangering rare animals. The poster's only form of anchorage is "Don't buy exotic animal souvernirs", which is a plee to the audience to make a moral choice, as the production of exotic animal productry is out of WWF's hands.

Visuals/Iconography:

The poster denotates a women in an airport; the suitcase she is carrying is trailing blood, presumably from an animal. The poster has a low contrast of colors which brings more attention to the blood pouring from the back of the suitcase. This image was used get the point across that purchasing animal souvenirs is the equivelent to buying a dead animal and bringing it home. This falls under the use of shock tactics.

Lines of Appeal:

As previously stated, the production of exotic animal produce is out of WWF's hands, the audience is expected to make a moral choice themselves. The shock of the animal's corpse within the bag is used to trigger the audience's sense of paternity and maternity. Since exotic animal products are expensive, this advert is aimed more towards Successors and Aspirers, people who purchase high-end items.