PETA are a UK based charity that stands for People for the Ethical Treatment of Animals. Many of their campaigns and methods are seen as controversial and do not sit well with the vegetarian/vegan community. Some of their campaigns use sexualisation or extreme comparisons between humans and animals.
They use a shock tactics to bring to light the issues with animal agriculture. A lot of people aren't comfortable with viewing things like this, and even many vegans/vegetarians have a problem with this kind of promotion.
Other examples include sexualisation of women to promote their charity. This is also a controversial design decision as many people believe this to be damaging the perceptions of women in the media.
In this example PETA have used religion as the main point in this advert. They compare eating meat to sinning, trying to grab the attention of their potentially religious audience. The irony of this image is the woman eating an apple - referring to the garden of Eden where Adam and Eve were banished for eating the forbidden fruits. This ad tries to flip the story on its head, with the meat being the sin. This can be seen as offensive to christianity and people who follow the religion, using it as a way to promote PETA's agenda.
I conducted a poll to see whether people found PETA's methods effective in promoting veganism:
The results show a firm "no" answer. It seems that people would prefer a more gentle, positive introduction to veganism, rather than being shown graphic images and harsh facts.
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