This PETA ad, “Here’s the Rest of Your Fur Coat” is clearly using shock tactics to call attention to the abuse of animal rights. This is a marketing tactic that evokes dissonance by violating out sense of appropriateness. The ad shows the consumers that behind every fur coat was a living, breathing animal who endured incredible suffering. The model appears to be dressed in a very beautiful night evening gown holding a gruesome accessory, the dead body of a skinned fox. This ad stimulates emotional appeal because anger is generated when one realizes that animals go through tremendous amounts of suffering just to be our fur coats. Even though this ad is shocking, it makes the viewer want to help the cause, therefore a sense of belongingness can also be seen in response to this ad.
