PETA (People for the Ethical Treatment of Animals) uses a wide range of media ch
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Question
PETA (People for the Ethical Treatment of Animals) uses a wide range of media channels and promotional strategies to reach different demographics. In addition to traditional media, it recently has increased its web presence on popular social media sites. The organization is known for its attention getting, sexually explicit “shock advertising” campaigns.
In 2009, PETA launched a campaign to promote vegan diets. Using billboards, the text of the ads, “Save the Whales, Lose the Blubber,” was accompanied by an overweight woman in a bikini.
It’s anti-fur campaign, “I’d rather go naked than wear fur,” featured international stars who were willing to bare their bodies.
A 2011 Super Bowl ad titled “Veggie Love” featured models with vegetables in compromising positions. It was considered too “risqué” by the networks and rejected.
For World Water Day, 2016, a PETA model spent the day showering naked in public in Miami. This was to support the organization’s pro-vegetarian platform.
Is it ethical for a nonprofit organization like PETA to use provocative “shock advertising” campaigns? Provide a rationale for your answer.
Should PETA move away from “shock” advertising and marketing? Is nudity detracting from the organization’s key message? Use an ethical theory to defend your position.
After being exposed to PETA’s various “shock” promotions, do you think consumers would be more or less knowledgeable and aware of its goals? Or, would they relate more to its controversies?
Please submit your responses in 3-5 page double-spaced, type-written documents excluding title and reference pages. Please be sure to proofread and spell-check your work before turning it in.
Explanation / Answer
Is it ethical for a nonprofit organization like PETA to use provocative “shock advertising” campaigns? Provide a rationale for your answer.
ans PETA is doing this not for making money but to raise public awareness and to prevent cruel treatment to animals. Although Shock advertising can be seen as demeaning but to analyse whether it is ethical or not depends on its true purpose which according to me is very noble. So I think it is ethical for a nonprofit organization like PETA to use provocative “shock advertising” campaigns
Should PETA move away from “shock” advertising and marketing? Is nudity detracting from the organization’s key message? Use an ethical theory to defend your position.
Ans Look the very reasons PETA advertises is to attract people into their philosphy and make a case for their value system. They advertise on an issue which is considered normal by most people for example they are huge number of non vegetartians and if PETA have to attract people to go veggie then as a first step they have to attract people towards them and this they do by shock advertising which is the best way. Now nudity definitely is a distractor but here the key message is portraid in nudity itself and so even if people are more focussed on nudity they are still analysing in their subconscious the key message. So in that sense I will argue that PETA should continue with their shock campaigns
After being exposed to PETA’s various “shock” promotions, do you think consumers would be more or less knowledgeable and aware of its goals? Or, would they relate more to its controversies?
The most important think here is to understand that PETA does not sell products or services so their is no concept of a consumer. They try to market their positions and if somebody wants to follow them then that is his / her own decision. Now these persons definitely need to be more knowledgable and aware of PETAs goals but in essence when they are attracted by nudity or when they are aware that PETAs name is associated with controversies at a global level then they are also aware that PETA is a highly respected brand as well . PETAs image is that of revolutionary , out of the box and different organization so associating with such an organization definitely adds value. And hence it is immaterial whether or not persons relate more or less with controversies as long as they relate with PETA
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