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2014

PETA's Objectification of WomenAbir MalikVirginia Commonwealth University

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PETA’s Objectification of Women

Abir Malik. Bonnie Boaz

Abstract

Over the last few decades, advertisements have objectified and

sexualized women as a tactic to attract men into supporting causes

and buying products. This research project focuses on the

advertisements published by the animal rights group, PETA,

People for the Ethical Treatments of Animals, and its deliberate

use of degrading images of women to support its cause. PETA

advertisements juxtapose barely clad women with animals or

animal references, making the viewer see women as animalistic,

out of control, and in need of taming or saving. Research shows

that the results of such negative advertising tactics are correlated

with increased aggression in male viewers, as well as increased

acceptance of rape attitudes among men. Sexualized and

objectified images take away from the purpose of the animal rights

movement, making the audience reluctant to support the

cause. Furthermore, these advertisements seriously jeopardize and

undermine the women's fight for equality in our culture.

Introduction

PETA’s sole purpose is to defend animal’s rights. However, in

standing up for animal rights, they show women with little to no

clothing on, presenting women as sexual objects. PETA’s

intentions of animal wellness are concealed behind their

controversial ads, where they overlook the rights of women. The

advertisements objectifying women as equals of animals and

shown as sex beings have become more known throughout the

world and end up developing a negative image for a positive

cause. The reason PETA has been so effective in their

campaigning is due to the shock tactics they use, including the

controversial and stunning images and ideas that are made to

“shock” the audience and grab their attention. Although PETA's

recent ad campaigns have garnered shock and public attention,

these ad campaigns are not gaining supporters because the

audience does not want to help a cause that dehumanizes and

exploits women.

Results/Discussion

The reason why PETA is so popular and known all throughout the world is

because of their shock tactics used for advertising. PETA advertisements cross

over the human/animal divide. They make the audience of their advertisements

feel emotions for the animals by causing them to believe that humans and

animals are much more similar than they think. They emphasize the similarities

between animals and humans by dehumanizing humans, especially women, but

they also anthropomorphize animals making them appear more like humans

(Atkins-Sayre, 2010). They are completely trying to get rid of the human and

animal divide to gain attention from their audience. There are no limitations or

what extent they will go to in order to bring attention to their campaign,

whether it is positive or negative. As long as people are talking about it, they

are satisfied. Bongiorno’s research concluded that men found the sexual

advertisements to be arousing but that did not relate to the support for the

cause. This proved their hypothesis that using sexualized advertisements for

ethical cause would actually decrease the intention of supporting the cause

(Bongiorno, 2013). It is very ironic that most studies revealed that women are

predominant in the animal right’s movement yet they are the ones who are

exploited in animal right campaigns. About 60-80% of women make up the

animal rights group and are the single most important factor behind this ethical

cause (Gaarder, 2011). The reason behind this relates to the oppression many of

these women have felt over their lifetime, which again PETA ironically

contradicts in their advertisements.

Conclusion

While these negative, sexualized messages upset the audience

gravely, positive advertisements could keep the audience pleased

and motivated to assist PETA with their ethical treatment of animals

mission. People are more likely to support a cause that promotes a

positive message. While PETA does promote animal rights, it also

ironically degrades women by portraying them as equal or lesser

value of animals. Perception may play a huge role in PETA

advertisements because of what message people believe the

advertisements are giving off. These advertisements have a negative

influence on their viewers, where seeing women displayed as

dehumanized objects increases acceptance of unethical behavior

such as rape and violence towards women by the audience.

However, PETA would be most successful with more followers and

supporters if they used images that would not contradict their

message or victimize the entire gender of women.

Works Cited

Adams, C. J. (2010). Why feminist-vegan now?. Feminism & Psychology, 20(3), 302-317.

Atkins-Sayre, W. (2010). Articulating Identity: People for the Ethical Treatment of Animals and the Animal/Human Divide. Western Journal Of Communication, 74(3),

309-328. doi:10.1080/10570311003767183

Bongiorno R, Bain PG, Haslam N (2013) When Sex Doesn't Sell: Using Sexualized Images of Women Reduces Support for Ethical Campaigns. PLoS ONE 8(12): e83311.

doi:10.1371/journal.pone.0083311

Brit, H., & Marika, T. (2008). The Effect of Thin Ideal Media Images on Women‚ Self-Objectification, Mood, and Body Image. Sex Roles, 58(9), 649-657.

Deckha, M.(2008). Disturbing Images: Peta and the Feminist Ethics of Animal Advocacy. Ethics & the Environment 13(2), 35-76. Indiana University Press. Retrieved

March 6, 2014, from Project MUSE database.

Gaarder, E. (2011). Where the boys aren't: The predominance of women in animal rights activism. Feminist Formations, 23(2), 54-76. Retrieved from

http://search.proquest.com/docview/902917295?accountid=14780

Levy, J. C. (2006). Advertising to Women; Who Are We in Print and How Do We Reclaim Our Image?. Journal Of Creativity In Mental Health, 2(4), 75-86.

doi:10.1300/J456v02n04_07

Matusitz, J., & Forrester, M. (2013). PETA making social noise: A perspective on shock advertising. Portuguese Journal Of Social Science, 12(1), 85-100.

doi:10.1386/pjss.12.1.85_1

Pace, L. (2005). Image events and PETA's anti fur campaign. Women and Language, 28(2), 33-41. Retrieved from

http://search.proquest.com/docview/198881687?accountid=14780

Saad, G. (2004). Applying Evolutionary Psychology in Understanding the Representation of Women in Advertisements. Psychology & Marketing, 21(8), 593-612.

doi:10.1002/mar.20020

Stankiewicz, J. M., & Rosselli, F. (2008). Women As Sex Objects And Victims In Print Advertisements. Sex Roles, 58(7-8), 579-589.

Acknowledgements UROP – Financial Assistance,

Proffessor Bonnie Boaz– Mentorship