Unit 2 Essay - Running Head PETA 1 Christina Christian Unit...

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Running Head: PETA 1 Christina Christian Unit II: Essay: PETA Columbia Southern University MBA 6301-15J-3B17-S3 Business Ethics Professor Dr. Ike Udechukwu December 18, 2016 People for the Ethical Treatment of Advertisements In the interests of the animal protection movement and feminism, each alliance endures hardships when it comes to demonstrating sensitivity to both subjects and their positions of social inequality. Several animal protection activists and organizations seek to maximize the impact of their campaigns and advertisements, all the while forgetting to address the sensitivities of other oppressed peoples and groups, such as women. This refusal to remain aware of these different groups, along with their opinions and perspectives, can lead to the failure of an
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PETA 2 advertisement to deal with the issues at hand. It can also destroy the reputations of said activists and organizations, as well as the animal protection movement itself, and constrain the potential and existing support for such operations. In this debate of animal rights and women’s equality, PETA, or the People for the Ethical Treatment of Animals, plays an important and influential role. PETA was founded in March of 1980, and has since become the “largest animal rights organization in the world” (“Our Mission Statement,” n.d.). The organization supports the philosophy that animals “should not be consumed in any capacity,” meaning that they should not be used in experiments, eaten, used for entertainment, or worn (Forrester and Matusitz 86). PETA focuses on four different regions that cause the most harm to animals: in laboratories, in factory farms, in the entertainment industry, and in the clothing trade. They also protest against the killing of birds, beavers, and other pests, as well as overall cruelty towards domestic animals (“Our Mission Statement,” n.d.). The organization believes that humans and animals have the same moral standing and essential value in the world, and they are willing to challenge the human traditions that exploit animals by treating them as a product, good, or service (Forrester and Matusitz 86). In short, humans should not use animals for any purpose. PETA’s campaigns that support these beliefs and standings, as well as advocate for animal rights overall, have helped them to become the organizational face of the ethical cause. They are particularly noticed because of their frequent celebrity endorsements, provocative campaigns, and sexualization of women in advertisements (Deckha 36). Although there has been several discussions on how honorable it is to use celebrities to campaign for such a moral cause, PETA receives most of its negative criticisms for its campaigns that sexually objectify women’s bodies to add shock-value and capture attention, as well as its ads that draw similarities to the
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PETA 3 ways in which animals are treated with the ways that women are treated or have been treated.
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