PETA

The purpose of this ad is to get the public aware of elephant cruelty in Thai.

The intended audience is for animal rights activist.

It’s a naked man chained up with text saying, “Wild animals don’t belong in chains.”

Very high contrast, but I don’t think they work well together. What dose a naked man have to do with PETA?

Perception, because of the high contrast between the white background and skin tones. Sensation, because of the naked man. Emotion, if you read the text and feel for the elephants.

The cultural values are that a man is a wild animal and should not have to be tied down. I think of the idea of married men with the “old ball and chain”. Also that people value animals, but really if you didn’t read the text your wouldn’t even think of elephants.

The Picture and the text do don’t work together. You can’t take the elephant cruelty seriously when it is being compared to a naked man.