Virginia Commonwealth University
VCU Scholars Compass
Undergraduate Research Posters
Undergraduate Research Opportunities Program
2014
PETA's Objectification of Women
Abir Malik
Virginia Commonwealth University
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PETA’s Objectification of Women
Abir Malik. Bonnie Boaz
Abstract
Results/Discussion
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.
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.
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.
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
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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
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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