Does PETA Go Too Far?
PETA, or "People For the Ethical Treatment of Animals," is an infamous animal rights organization, known for their outlandish and often controversial campaigns. In the past few years, it seems as if more negative press than positive has come out regarding the organization. PETA has made some offensive statements in the past that have definitely pissed people off, like saying that dairy can cause autism or comparing phrases that indicate cruelty towards animals, such as "bring home the bacon," to racist and homophobic slurs. You would think they would learn their lesson after the second or third time they have offended people, but nope. They keep going with insensitive and out of pocket remarks.
Nothing is ever subtle about their marketing strategies. PETA uses several of the marketing appeals we have discussed in class, including need for sex, need to nurture, need to aggress, need for attention, and more. But the one they use most often is not included on our class list: scare tactics. PETA wants people to become vegan, and the only way they seem to feel they can accomplish that is by scaring people. They do this by showing graphic photos and videos of animals being slaughtered and abused or (fake) photos of hunters and fishermen being eaten by animals with the caption "payback is hell." They ran an ad campaign called "Your Mommy Kills Animals" and have ran other ads that seem to target kids in a weirdly manipulative and tone deaf way. PETA has also staged disturbing publicity stunts, like when they showcased pregnant women in gestation cages.
I get PETA's goal. I definitely support animal rights. And I understand that being vegan is great for animals, great for your health and great for the environment. But PETA is not making people want to stop eating animals or stop wearing fur. Shock tactics can only go so far, and they don't work anymore when they become expected. PETA is becoming more of a laughing stock than a respected cause, and painting themselves as the stereotype of a "crazy vegan" is not encouraging others to become apart of that community. People should become vegetarian or vegan because they want to, not because they've been scared into it.
Nothing is ever subtle about their marketing strategies. PETA uses several of the marketing appeals we have discussed in class, including need for sex, need to nurture, need to aggress, need for attention, and more. But the one they use most often is not included on our class list: scare tactics. PETA wants people to become vegan, and the only way they seem to feel they can accomplish that is by scaring people. They do this by showing graphic photos and videos of animals being slaughtered and abused or (fake) photos of hunters and fishermen being eaten by animals with the caption "payback is hell." They ran an ad campaign called "Your Mommy Kills Animals" and have ran other ads that seem to target kids in a weirdly manipulative and tone deaf way. PETA has also staged disturbing publicity stunts, like when they showcased pregnant women in gestation cages.
I get PETA's goal. I definitely support animal rights. And I understand that being vegan is great for animals, great for your health and great for the environment. But PETA is not making people want to stop eating animals or stop wearing fur. Shock tactics can only go so far, and they don't work anymore when they become expected. PETA is becoming more of a laughing stock than a respected cause, and painting themselves as the stereotype of a "crazy vegan" is not encouraging others to become apart of that community. People should become vegetarian or vegan because they want to, not because they've been scared into it.
I like how you mentioned the method of scaring consumers into their message. PETA is losing their credibility because of their spreading of false messages like the one you pointed out about milk causing autism. PETA also uses the Gestalt technique by using disturbing images to make sure the audience will remember them. They are probably people that would say "any publicity is good publicity".
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