People For Ethical Treatment of Animals Brittany Downey May 4, 2012 Introduction: Ethical issues related to animal rights started to begin around the 1970s, ignited by a famous Australian philosopher, Peter Singer. Peter Singer’s influential book, Animal Liberation (1975) was the cause for founders Ingrid Newkirk and Alex Pacheco to form what is now known as People for Ethical Treatment of Animals (PETA)…
It carries out various campaigns around the world to stop cruelty and ill treatment towards animals. They believe that animals deserve the rights to have their best interests taken into great consideration. Its slogan is “animals are not ours to eat, wear, experiment on, or use for entertainment.” The organization has three hundred employees and more than two million followers and supporters. PETA focuses on the four major areas where animals are subjected to suffer: In Research Laboratories In Garment Industry/Clothing Trade Entertainment Industry Factory Farms In addition, it deals with issues of killing animals in a cruel manner, the suffering of domestic animals, and the killing of birds and pests. Ingrid Newkirk states, “When it comes to feelings like hunger, pain, and thirst, a rat is a pig is a dog is a boy” (p. 4). In general, animal rights demands that all the animals should be used and treated humanely. Animals can be used for various types of purpose, but the humane treatment and duty of care lies mainly with the human being. Like the animal rights theory, it upholds that we have no ethical explanation for using nonhuman animals for human purposes. The main aim of animal rights is to get rid of the use of animals. PETA encourages veganism, a philosophy of rights of animals far more fundamental than vegetarianism. Veganism is a strict vegetarian that does not eat any animal or dairy products at all. PETA also protests in opposition to animal testing of various types of cosmetics that apply to animals’ skin or eyes to test for protection and toxicity. Many companies such as, Johnson and Johnson, Proctor & Gamble, and L’Oreal all use animal testing for their products. Through PETA’s ongoing protests, many companies have stopped the use of animals for experimentation. Method: This organization has helped diminish the cruelty of animals through public education, cruelty investigations, research, animal rescue, special events, celebrity involvement, and protest campaigns. PETA also uses various celebrities for most of their assertive promotion and campaign activity with the intention to grab their audiences’ attention. Such celebrities are, Drew Barrymore, Pamela Anderson, Stella McCartney, Alicia Silverstone, Khloe Kardashian, and Alec Baldwin. PETA activists work hard for the rights of the animals. They educate the people about the sufferings of the animals. They make sure that people know how animals are treated in research laboratories, farming enterprises, and other areas where they are used. If they find any animal being subjected to cruelty, they figure out a plan to rescue it or grab attention. PETA adapts different schemes for its publicity. One could say that its publicity pattern has played a major role in getting such a huge response from people all around the world. Their slogans are thought provoking. “Meat is murder,” “I’d rather go naked than wear fur” are some of the slogan that have grabbed a lot of public attention. The organization aims at the eradication of cruelty to animals. They known all the tactics needed in pulling the crowd, some of which include the use of short phrases, eye-catching images, and banners. They would discuss some issues related to animals in their chat show, organize debates and also try to involve as many people as possible. PETA ...
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