Adams). Derrida maintains “meat eating is not a simple, natural phenomenon, but is irreducibly linked in our culture to masculinity along multiple material, ideological, and symbolic lines” (quoted in Adams). Despite the absence of “real” meat, the patriarchal myth of masculinity remains on its website: “men are strong, men need to be strong”, thus men need vegan bacon. With this in mind, PETA’s use of sexually explicit and misogynistic ads makes sense. The group is attempting to reach male meat eaters (“Make your ‘stock’ rise”) and assume the familiar patriarchal subject cannot and should not change. The reiteration of such advertisements show that apparently you have to keep participating in the traditional construction of maleness …show more content…
By encouraging women to take off their clothes so that they can sell nonhuman animal liberation, PETA has associated female activism with pornographic exploitation and rendered invisible other types of activist roles women adopt. To further demonstrate this, PETA’s website has offered a series of online games for visitors to play. The games have ranged from shooting tomatoes at “old hags” who wear fur to shaking “Hairy Kate and Trashley Trollsen” as hard as possible while recordings of violent screams play in the background. PETA’s 2015 “Games” section included “Breasts, not Animal Tests” and “Commando Chicks: Stick-a-Chick”. The first game required players to grab as many female breasts as possible without accidentally grabbing any nonhuman animals. In the second game, players had to keep a “flying” packaged chicken from entering into their grocery cart; otherwise, the player’s family would die of salmonella. It is unclear in these games how aggressively shooting tomatoes at women (the term “hag” is defined in Merriam Webster’s dictionary as an ugly woman), physically harming Mary Kate and Ashley Olsen, grabbing women’s breasts, and making sexually violent references suggestive of rape (“Stick-a-Chick”) can help liberate nonhuman animals. What is clear, however, is PETA’s assumption that reenacting violent acts and sexually exploiting women are effective advocacy techniques. Ironically, these games exemplify “a structure of overlapping but absent referents that link violence against women and nonhuman animals”. According to Adams, “it is through the structure of the absent referent that patriarchal values become institutionalized”. Through phrases like “stick a chick” and games that ask players to grab women’s breasts, the experience (rape) and
"The Case For Animal Rights" written by Tom Regan, promotes the equal treatment of humans and non-humans. I agree with Regan's view, as he suggests that humans and animals alike, share the experience of life, and thus share equal, inherent value.
Strain Theory best explains the emergence of PETA. PETA believes that society has a big problem with the way that they treat animals which led to their first protest event. The case that really got PETA mobilizing and famous was the Silver Spring Monkeys. To sum up this case, they basically volunteer to work at the Institute for Behaviorial Research and they were brought into see how everything works. She found out that these monkeys were treated cruelly because they live in tight spaces, they were injured and although they applied bandages; it was only once and then they would use reusable old bandages that were already dirty, not given food, and in fact these monkeys were pretty much had abnormal behaviors. They took photographs as evidence
Upon first receiving this assignment I was honestly not sure what I would do it on. Then I remember a very well done commercial from 2006. If you’re not sure what commercial I am referencing it is the ASPCA commercial with all the injured animals and "arms of an angel" playing in the background; furthermore, Sarah McLachlan voices over and stars in the commercial. The commercial does a good job of appealing to animal lovers sense of emotion (Pathos) through the photos and videos of helpless and beaten animals. Sarah McLachlan also appeals to animal lovers through the fact that she has been a longtime supporter of the ASPCA (Ethos). Also, the video includes statistics that can easily be proven these statistics help to support the commercials cause (logos). Finally, the commercial itself appeared on television which is a great medium to get a message across; in addition, this commercial is valid in any year and will always appeal to a
In a society dominated by visual activity, it is not uncommon to be faced with images meant to render a specific reaction. It is the intention of industries to provoke a reaction whether it is mental, emotional, or physical and specifically through the use of ethos, pathos, and logos. Both images displayed, the first by the PETA organization or People for the Ethical Treatment of Animals and the other by UNESCO or the United Nations Educational, Scientific, and Cultural Organization share similar tactics in which they influence their audience’s reaction. As an American animal rights organization that campaigns for the “ethical treatment of animals”, PETA’s most dominant mode of persuasion is especially exemplified by the use of pathos. In an attempt to induce sympathy from the audience, specifically from animal rights advocates, PETA uses the representation of a woman with the pattern of a tiger’s stripes.
... a topic of interest and if done tastefully, can be very persuasive. Many of PETA’s ad campaigns are related to sexuality, violence, discrimination against how people look, and the dominance over women. There are many pro-vegetarian and pro-vegan ads that do not degrade women and still are persuasive. Based on Kilbourne’s argumentative points, PETA ads are inappropriate and violent. Although many ads are degrading to women, some ads for vegetarianism are family friendly and are acceptable for publishing.
This shows that sexist commercials aren’t just aimed towards women, but also towards men and young boys. While reading CJ Pascoe’s, “Dude”. You’re a Fag”, she argues that the word “fag” has little to do with someone being gay and that it can have several meanings. Kimmel believes that young boys are being trained to follow the social scripts that are telling them that the only way they can be seen as a man is if they are confident, dominant, and tough as nails.
Professors Carrie Packwood and Debra Merskin, authors of the essay “Having It His Way: The Construction of Masculinity in Fast-Food Advertising”, repudiate the stereotypical macho behaviors that are used in several commercials to build a reputation for men while women are used as objects. Media use this stereotype to sell nearly every product; being fast food, beer, and cars on top of the list. Furthermore, Packwood and Merskin claim that advertisement present men, compared to women, as superior individuals with total freedom who see women as prizes. The perfect macho type is a strong resource to sell beer; the Tui beer commercial “Temptations can be dangerous, stay focused” applied this stereotype, where men are on the spotlight and women
PETA released a poster featuring actress, and former model, Pamela Anderson, wearing a skimpy bikini; with her body parts marked, as they would be were she an animal (Appendix 3). The advertisement is meant to promote vegetarianism by arguing that animals and women have the same parts, but it seems as though it is only aimed towards heterosexual men. This brings about the concept of metaphorical sexual butchering, which Adams proposes as something that “silently invokes the violent act of animal slaughter while reinforcing raped women’s senses of themselves as “pieces of meat”” (Adams, 69.2). Ironically, this is not dissimilar to the image of a woman used on Adams’ cover for The Sexual Politics of Meat (Appendix 1), which actually aims to criticize the issue of women being a metaphor for
The Cove is a film of activism, a film meant to move the hearts of individuals who love and support the rights of mammalian sea-dwellers like that of whales, porpoises, and most importantly dolphins. Produced in 2009 by the Oceanic Preservation Society it offers a unique perspective, when compared with other activist documentaries. In The Cove the producer and co-founder of the Oceanic Preservation Society was actually personally involved in the filming efforts and worked directly with dolphin trainer Richard O’Barry in drawing light on the events occurring in a private cove in the city of Taiji, Japan. The documentary is, of course, very biased towards the topic, with obvious pro-animal rights leanings supported indirectly with a strong utilitarian basis. When analyzing documentaries such as this it is vitally important to take as objective a perspective as possible, though humanity tends to be innately prone to bias, and scrutinize through perspectives that have established ethical guidelines.
Lauren Rosewarne is a senior educator in the School of Social and Political Sciences who composes, investigates and takes observations on eroticism, gender, and women 's rights within the entertainment business. In addition, she focuses her work on public policy and politics within a government. Written in 2007, Rosewarne, a persuasive writer, published an article entitled Pin-Ups in public space. Sexist outdoor advertising as sexual harassment. This piece of literature concentrates on public advertisements being distinguished and experienced as sexual harassment through women, based on the similarity between the illustrations and the pin-up posters. Rosewarne communicates about how she understands through her personal observation, a year long
The sexualization of women in the 21st century has led many to wonder whether or not the feminist movement actually resulted in more harm than good. Although the progress and reform that came out of the feminist movement is indisputable, things such as equal rights under the law, equal status and equal pay, the reality is that the subjugation of female roles in society still exist, and the most surprising part about this is that now women are just as much as at fault for this as men are. Ariel Levy defines female chauvinist pigs as “women who make sex objects of other women and of ourselves” (Levy 11). This raunch culture is mistakenly assumed to be empowering and even liberating to women when it is in fact degrading and corrupting to the modern feminist movement and makes it more difficult for women to be taken seriously in society. The shift in the nature of the feminist movement is in Levy’s opinion attributed to by the massive industry now profiting off of the sexualization of women, the reverse mindset now adopted by post-feminists and women in power roles in our society, and ultimately the women who further their own objectification as sex objects and thus, so by association, deem themselves lesser than man.
... sabotages the subject-object relationship. To display an autonomous, free willed being will dismantle the taken for granted passivity and vulnerability of the victim. Meanwhile, it is crucial for women to acknowledge the vulnerability of male genitalia. Yet this is not the final solution to rape, Marcus argues. Rather, individuals need to “frighten rape culture to death” (p. 379).
The portrayals of men in advertising began shifting towards a focus on sexual appeal in the 1980s, which is around the same that women in advertising were making this shift as well. According to Amy-Chinn, advertisements from 1985 conveyed the message that “men no longer just looked, they were also to be looked at” as seen in advertisements with men who were stripped down to their briefs (2). Additionally, advertisements like these were influencing society to view the male body “as an objectified commodity” (Mager and Helgeson 240). This shows how advertisements made an impact on societal views towards gender roles by portraying men as sex objects, similarly to women. By showcasing men and women in little clothing and provocative poses, advertisements influenced society to perceive men and women with more sexual
The animal rights movement has generated major controversy over the years and has proven to be an ongoing battle for animal activists. In a search for non-academic texts which address the issue of animal rights, I came across the news article If Animals Have Rights, Should Robots? and a blog post Tilikum has Died, But There’s Still Much We Can Do to Save Other Orcas. These two texts discuss the same topic, but are considered two completely different genres. Most people are aware of, and are able to distinguish the differences between a news article and a blog because these assigned genres are something everyone has come across at least once in their life.
Vogelaar, A. (2007). The rhetoric of graphic display: PETA’s virtual reproduction of pain. Conference Papers - National Communication Association, 1-29.