Analysis of PETA Advertisement

Semiotics is a useful tool for analyzing media text, and it can reveal a deeper meaning. According to Rayner, Wall and Kruger's "Symbolology is an attempt to create a science of symbolic system research and its role in building and reconstructing meaning in the media text" (Image Analysis, 2004). The text to be analyzed is a PETA advertisement including Pamela Anderson, whose purpose is to sell beauty and feminine ideology and sexual empowerment through self-objectivation (see photos in Appendix).

In this article, focusing on one of the main criticisms of PETA using female sexual images to maintain women's objective, the nature of PETA (animal ethical treatment figures) advertisement is critical Investigate and evaluate. In this article, while carefully considering the activity "vegetarian", we will evaluate the movement of PETA on the gender of the woman's body from the perspective of the feminist. In the process, this article will present a series of communication, theory and conceptual understanding of PETA's view of advancing animal problems and relying on gender discrimination to draw attention of spectators. In this article we will first explore the viral marketing theory of recent PETA ads using feminist analysis. The main focus here is ironically, how the organization emphasizing the agenda of social justice will respond to the causes of other social justice.

Animals (PETA) is the world's largest animal rights organization with over 3 million members and supporters. The operating principle of PETA is that animals are not used for our food, clothing, testing, entertainment. PETA is a non-profit tax-free company that is funded almost exclusively by donation from its members. Established in 1980, PETA is committed to the rights of all animals. PETA has conducted secret investigation for many years. In 1988, PETA was held.