People for the ethical treatment of animals (PETA), is a well-known organization that advocates for animal rights as well as its scandalous ads and campaigns. PETA has been on a mission to reduce the popularity of fur clothing since 1980. This advertisement is the closing of PETA's 40-year-old goal that wants to persuade its audience that it is better to go without any clothing than to wear animal fur. The range of viewers is enormous, and chances are that most people will notice a nude woman displayed on a large billboard. However, the intended audience that Peta tries to hone in on this particular ad would have to be the generation from their mid-thirties and generally people who were teens when the campaign took off in the 90s. Viewers in their mid-30s are more likely to connect with celebrity Gillian Anderson and are consistently more aware of the fur industry than their younger counterparts. They are also more prone to bring the trend back. Between the celebrity status, and ethical message, PETA also employs a number of rhetorical devices to help promote a savvy advertisement that is intended to capture viewers and, ideally, convey its message. PETA's “I’d Rather Go Naked Than Wear Fur ” campaign, communicates the message that animals should not be harmed and used as luxury clothing.
(Rankin , John Waddell. “Gillian Anderson Would Rather Go Naked than Wear Fur.” PETA, 11 Jan. 2019, https://www.peta.org/features/gillian-anderson-rather-go-naked/)
The "I'd Rather Go Naked Than Wear Fur" campaign promotes the notion that animals should not be mistreated or turned into fashion accessories. This advertisement achieves a lot. After decades of protesting the usage of fur, PETA can call its campaign a success. Designers and fashion businesses have started using alternative materials in place of fur as a result of the ad during fashion week. The campaign makes the average fashion lover more conscious of the concept through the cover of actress and trusted activist Gillian Anderson. As a result, fur is a notorious clothing material due to the terrible and cruel truths that surround it. The convergence of various appeals and techniques to convey the intended message that wearing dead animals is incredibly unfashionable.
What do you think about fur? Would you wear it?
Great topic, I believe that in these days, it is unnecessary for business to kill animals for their fur. There are many different methods today that can be use to mimic fur like textures for clothing.
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