Peta presents clear and distinct images to viewers which are both appropriate and effective. Their message is obvious--animal cruelty is unacceptable.
The use of varying images such as altered logos as well as often brutal video conveys Peta's message as an organization determined to fight unjust behavior against animals. Emotionally speaking, the videos provide a specific personal element attracting viewers to adopt their specific school of thought. And, it works. Most specically Peta has a video chronocling the process of chicken slaughtering in order to be prepared for KFC restaurants. If the video had not had images of the process itself it would not have warrented intense review. However, because the narration was coupled with actual shots of what was being discussed, a certain sense of validity was added to Peta's argument. It is safe to assume that the medium shapes the message. Because of the "shock and awe" presented by Peta, a message of humane treatment and sympathy is automatically created thus hopefully motivating individuals to act.
Visual representation has an incredible impact on viewers. While one may not agree with Peta's mission as a whole, it is difficult to argue with images of animals being beaten by human beings. It is there. Radical and impactful images stay with us longer as viewers and have a lasting impression. Peta sets a reality for viewers--a reality that is amplified by shocking and startling images.