Controversial or progressive?: a defence of PETA’s marketing tactics and campaigns

Hunt, Eleanor Ruth (2013) Controversial or progressive?: a defence of PETA’s marketing tactics and campaigns. BA dissertation, University of Portsmouth.

[img] PDF
Restricted to Registered users only

Download (605kB)


    Since the 1980s, the issue of animal rights has progressively become more visible within western society. This dissertation focuses on the animal rights debates and defends PETA's controversial marketing tactics and campaigns. Firstly, the dissertation provides a brief history of the treatment of animals and explores the contemporary animal rights debate. Secondly, it examines PETA's use of social marketing and focuses on its use of shock advertising and emotional appeal. It then reviews the public opinion of PETA's campaigns through a small scale of primary online audience research. Finally, it analyses and defends two of PETA’s most controversial campaigns: the ‘Rather Go Naked than Wear Fur’ campaign and the ‘Holocaust on Your Plate’ campaign. The dissertation concludes that PETA should continue to create controversial campaigns in order to keep the issue of animal rights fresh in the minds of the public and on the political agenda.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Creative and Cultural Industries > School of Media and Performing Arts
    Depositing User: Beth Atkins
    Date Deposited: 13 Aug 2014 13:34
    Last Modified: 28 Jan 2015 12:40

    Actions (login required)

    View Item

    Document Downloads

    More statistics for this item...