PETA Campaign Analysis Essay -- Animal Rights

PETA, an physical rights organization, constantly receives national attention and a certain shock set using powerful and distinct images to expose their messages of wolf suffering. Starting in 1980, many of their running games have attempted to use powerful visuals with the use of celebrities to allot the issue of zoology cruelty and to persuade people to convert to an animal friendly lifestyle. Their campaign, Id Rather Go Naked Than withstand Fur, is PETAs most recognized yet controversial anti-fur campaign. This campaign is an exclusive expression change campaign that tries to change and promote behaviors that lead to alter individual or social well-being. The purpose of this paper is to analyze the Id Rather Go Naked Than Wear Fur campaigns ability to convey effective messages on animal rights to the everyday using powerful visuals and celebrity icons. Two theories that can be apply to successfully analyze this campaign are the theory of planned behavior and the social cognitive theory.Literature ReviewThere was a conclave of different literature found that easily pertains to the issue addressed in this paper. This broadly classified literature includes the history and background of PETAs organization, an psychoanalysis of the use of celebrity icons in the anti-fur campaign and the different perspectives and criticism show in their messages.Historical resourcesA large amount of information relating to animal rights disseminates from the many websites PETA is associated with. These websites are a key factor to attract supporters and break information that will help advance its activism. These two PETA websites that were very effective for researching this paper are www.peta.org and www.furisdead.com. These websites ... ...social controversy over fur. Quarterly Journal of Speech, 80(3), 249-276.Pace, L. (2005). two-base hit events and PETAs Anti-fur campaign. Women & Language, 28(2), 33-41.Ruben, R. (2006). Speak softly or carry a larger- than-life stick? Comparing the approaches of the Humane Society of the United States and People for the respectable Treatment of Animals. Communication, Culture and Technology (GT-ETD), DOI http//hdl.handle.net/1961/3731Simonson, P. (2001). Social noise and segmental rhythms spic-and-spans, entertainment, and celebrity in the crusade for animal rights. The Communication Review, 4, 399- 420.Specter, M. (April 14, 2003). The extremist The cleaning lady behind the most successful radical group in America. The New Yorker, 14, 52-67.Vogelaar, A. (2007). The rhetoric of graphic display PETAs virtual reproduction of pain. assemblage Papers - National Communication Association, 1-29.