The WWF chose to use a seal in the advert – an animal that the general population can easily identify and is a “cute and cuddly” animal that the general public loves. The WWF could have easily chosen to use a Gooty Spider, which is higher on the endangered species list than the seal, but it wouldn't have had the same results. If the WWF had chosen to use Gooty Spider for one of its advertisements, it would have limited the audience to those who have an affinity for spiders rather than the general public. The ad also targets animal activists. For animal activists, this advertisement would clearly attract their attention and allow them to spread the WWF message or even make a contribution in support of the initiative.