PETA PETA is a company that promotes ethical treatment for animals. It is the world’s largest and most popular animal rights group based in Virginia and led by Ingrid Newkirk. PETA tries to promote the awareness of the abuse of animals, so people everywhere can become aware of this mistreatment. PETA has raised this awareness through its advertisements.
Why I chose these ads I chose an advertisement that shows people who look like they are hunters beating a woman wearing all gray. This symbolizes an elephant being beaten. The text of the advertisement states “Shackled, beaten, abused. Stop cruelty to animals.” I believe that this advertisement is controversial because not many people really think that elephants are being abused and showing a female portray as the elephant might make some people uncomfortable. The next advertisement I chose portrays a female in a nude colored bra and underwear. The text says, “Flesh. Warning: billions of animals are abused and violently killed because you like meat. Get help! Visit goveg.com.” I think the message of this advertisement is to portray that abusing animals is just the same as abusing individuals.
Semiotics Semiotics is the study of signs or symbolism. Semiotics is closely related to the field of linguistics, which studies the structure and meaning of language more specifically. The symbolism of the first advertisement is that the female is portrayed to be an elephant because she is wearing gray and it says elephant in the text. An alternative symbolism that many people might not agree with is that it shows how men are more powerful and have control over women. The symbolism in the second advertisement is that the woman in the plastic symbolizes meat in a package. It is showing that killing a human is the same as killing an animal.
Emotional transfer Emotional transfer is the process of generating emotions to transfer them to a product They both generate a variety of strong emotions when viewed. Shock, surprise, and sadness were among the first emotions I personally felt as soon as I saw each of them. Immediately, I felt sad for the abused animals and also the animals murdered to be used as food I did not agree with the exploitation of both women in each ad. I felt that the women were being portrayed in a helpless way and as sex objects. The advertisements also triggered fear.
Format and text For ad #1 the colors help with the message it is trying to get across. The woman portrays the elephant well with the helpless facial expression she has. The fact that one of the abusers is a child is really powerful and shows that hunters are not the typical men who just need the animal for food. It looks like the two abusers were instructed to do so by another person because they are not showing any emotion on their faces. Also, around the female there are shadows, which really foreshadows the outcome of the situation. The text used in the first advertisement was eye catching. The use of the letter font and the way in which the capital letters had shadows and cracks were effective. It is evident that the author of this advertisement had knowledge of art and design concepts. It was a successful use of design and text. The camera effects were perfect for the photograph. It looks like they definitely used photo editing. The lack of lighting really made the photograph even more effective.
Format and text continued The text used in the second advertisement was in my opinion not as effective. It was extremely small and did not stand out enough to make a lasting impression. On the other hand, the photograph and design elements were enough to make this advertisement successful. For the format, the colors are nude and red, which makes the idea that she is dead more noticeable and more powerful. The blood is probably the first thing you notice because of the vibrant shade of red. Both of these advertisements portray women in a negative way. It makes them look weak and helpless.
Critique The first advertisement doesn’t necessarily tell you how to stop or prevent the abusing of elephants but it does give a link where you can find out how to. I think it would be better if the author of the advertisement put some information in the advertisement that could help you become more aware. The author could mention a website in the advertisement to give donations or sign a petition to stop cruelty to animals. The text used in the second advertisement was in my opinion not as effective. It was extremely small and did not stand out enough to make a lasting impression. It is very bland and simple and several people may just walk past it.There were very little camera effects used in this. It looks like it could have been just taken by a regular digital camera.
Replacing models with animals The fact that they replace animals with models is very complex. It is a metaphor for humans being no better or more important than animals. Doing one thing to an animal is basically like doing the same thing to a human. The way the models portray the animals is in an extremely different fashion. The first one doesn’t try very hard to look like the elephant, but uses very little clothing that might grab someone’s attention more, especially a male. The second advertisement is much less pleasing to the eye; it portrays a dead animal in the form of a piece of meat. Instead of meat being in the package it is a young blonde women with fake blood all over her. Since the woman was attractive, the advertisement will either receive more attention or be thought of as too disturbing. The model is so committed to the cause because you can see that she can hardly breathe with saran wrap around her. She is willing to die for the cause. PETA does not tell you this but she could of suffocated for this advertisement. She is like a martyr for the cause of vegetarianism.
What is learned? What is learned from ad #1 is that there are people in this world who abuse animals and they need to be stopped. One can learn from advertisement #2 that people are not aware of many issues in the world such as animal abuse. I would have never guessed that elephants are abused because you simply don’t hear about it in the news media. Also, I would have never thought that individuals take being a vegetarian so seriously. It never occurred to me before seeing this advertisement.
Are they controversial and provocative? Both advertisements have images that are provocative in nature. Marketers often use such ways to attract people to read the text. Males might be more apt to stop and look at such images for a longer period of time. Women may view the images as questionable and controversial because the females in both photographs are not completely covered and appear as submissive. Women may take the time to read the text and inquire about the purpose behind the advertisement. It does portray to the fact that sex does sell even if you just want to raise awareness on a topic
Are the ads effective? I believe that these two advertisements are effective because they are so different from the typical advertisement and they definitely will catch your eye. They are creative advertisements and need to be taken seriously. I think PETA advertisements will definitely raise awareness of elephant abuse and becoming a vegetarian. I think the first advertisement is more powerful though.