The PETA ad was ineffective because becasue people are going to see the bolded words and be really surprised but then they are going to read the rest and have a different reaction.the bolded words say "Child Abuse" and that catches people attention because its something very horrifying. After you continue reading the headline was a bit of an exaggeration. The fine print around the ad says "fight the fat: Go vegan." This shows that people who are advertising are vegans or support vegans.they care a lot of children so that was their headline.
