Moreover the fact that it is not just a woman in the

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Moreover, the fact that it is not just a woman in the advertisement, but an unclothed woman, exposing her whole body reveals that this advertisement is using the female body as a tool, as an object , for the betterment of a corporate cause. Anderson claims that “In a city that is known for its exotic dancing and for being progressive and edgy, how sad that a woman be banned from using her own body in a political protest,” (Eggenberger). Anderson here seems to think that she is using her body in an empowering manner, when in reality she is being used by PETA, (and the norms of a patriarchal society) for the furtherance of a cause, and she is being manipulated in order to instill an idea into the minds of others. In today’s patriarchal society, women do not have equality with men, so putting the woman’s body in such an objectifying light
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Shenoy only retrogresses women’s efforts in the past to be considered useful for something other than their bodies. This ad and other ads like this one will only undo all the attempts of women to try to be judged for qualities other than their attractiveness to men. Women can work like men can, they can think like men can, and they can convey ideas like men can—without taking off their clothes. Most all of Anderson’s campaigns for PETA are of her defining herself in regard to her sexual attractiveness and availability to men, making them particularly sexist since there are not equal campaigns that appeal to women. Anderson is only letting herself be used as a device for the corporate members of PETA to spread veganism. Instead of using her voice The advertisement doesn’t try to be appealing to anyone but the heterosexual male population, making it unfair for women who might also be endorsing the cause. Anderson is posing in a light that defines her for her sexual allure and readiness to be “taken” by a male. What makes this advertisement so sexist (besides the butcher labels) is that Anderson is almost naked, so this advertisement can only typically garner the (sexual) attention of a straight male. It seems as if women are not worthy of joining the cause that PETA stands for. In fact, according to this advertisement, it is as if the only people PETA deems valuable for their cause are straight males, and women who are willing to objectify themselves and compare themselves to dead meat in order to promote vegetarianism. While many would argue that Anderson is just portrayed in a “sexy” way in order to garner the attention of everyone , she is wearing a bikini, an outfit obviously created by a straight male, for the visual pleasure of a straight male. When straight males see this advertisement, they are not going to suddenly want to stop eating meat, but they will only see the advertisement as eye candy. Not only is the advertisement insensitive to women, but it is also ineffective in its conveyance of PETA’s message. This PETA advertisement has obviously caused more uproar
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Shenoy than promotion of vegetarianism, making Anderson’s futile efforts go to waste. If the intentional tactic was to create an ad that was so scandalous it would catch attention for its notoriety, then it
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