| (Media Log 4) Overview A woman's body sells virtually everything. Slender models, often scantily clad, with full lips, razor cheekbones, and volumous hair is the classic example. They market to both genders. It is a core concept of all media that different groups interpret the same message in different ways. Men read sex appeal, loud in clear. More subtly, the advertisement extends a false promise to women. Buying into consumer culture, ensures eternal youth and beauty...at a cost. To drive this point home, I chose to focus on PETA campaigns. 
"I'd rather be naked than wear fur!" Hundreds of celebrities and public figures pose nude, not for erotica, but for PETA. The People for the Ethical Treatment of Animals is the largest animal rights organization in the world, and boasts of 2 million members. They work to spread awareness through public education, cruelty investigations, scientific research, animal rescues, special events, protests, celebrity involvement, and campaigns. PETA has become notorious for it's extremist views, and advertisements such as these: 
Recent controversy arose over "Veggie Love", which was set to air during last year's super bowl.It carried the tag line, "Vegetarians have better sex." Veggie Love was pulled from the NBC network for sexual content. "It's ridiculous that this commercial was banned from NBC," said spokesperson, Michael McGraw. "Sure, it's sexy, sure it's provocative...[But] the bottom line...was that studies show vegetarians have better sex." It would appear to me that PETA is more focused on publicity than receiving the air time. Their official website displays SIX commercials labeled, "Too Hot for TV." All of which were removed, or not approved, for similar reasons. It is quite obvious that PETA is trying to push it's agenda to men...but what have they accomplished? Using women, and conforming to society's "ideal image" of women isn't unique to PETA. It is, however, debateably counterproductive. Stripping down to our birthday suits in no way helps animals. How can we expect to win respect for them, when women clearly don't respect themselves? PETA condemns society for eating meat, by turning women into a piece of meat. 
Another alarm, raised by these campaigns, is body image. 
This billboard located in Jacksonville went under fire, and was replaced by this one: 
PETA does an excellent job of getting a feminist's dander up, as well as putting down carnivores, depicting sexual acts, and displaying clear weight bias on a public street. What has this done for animals? Provocative or proactive? I am Amy, and I am a vegetarian. But I am also a budding feminist. |
