Image in PETA Advertisements / Research Papers / ID: 489802

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ID number:489802

Author: Guncis (9)

Evaluation:

Published: 12.08.2011.

Language: English

Level: College/University

Literature: 10 units

References: Used

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Table of contents

Nr.	Chapter	Page.
	Introduction	1
1.	Theoretical Background	3
1.1.	Endorsement	4
1.2.	Testimonial	4
1.3.	Emotional appeal	5
1.4.	Beauty appeal	5
1.5.	Sex appeal	5
1.6.	Humour	6
2.	Practical Research	7
2.1.	Advertising techniques in PETA advertisements	7
3.	Survey analysis	9
	Conclusions	14
	References	16
	Appendices	17
	Appendix 1	18

Extract

Animal rights are becoming an increasingly important topic in the society. Many people are of the opinion that animals should enjoy the same rights as people do, and exploiting and consuming them is ethically wrong. There are many animal activist organizations, but the most widely recognized is PETA – People for the Ethical Treatment of Animals. This organization uses advertising to inform the public about the way animals are treated and to persuade people to stop it.
The theme “Image in PETA advertisements” is relevant because PETA advertisements that promote vegetarianism and encourage people to treat animals ethically and not to wear fur are often very controversial and evoke different opinions in society – from admiration to aversion.
The aim of this research is to find out what advertising techniques this organization uses to persuade the viewers and whether these advertisements are effective at delivering the message.
The hypothesis: the images that PETA uses in their advertisements are not very effective at delivering the message and may even produce a counter effect, that is, evoke disrespect and hate towards animal activists.…

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Image in PETA Advertisements