An exploration of the animal rights debate and an investigation into PETA’s campaigns and the use of shock advertising

Hamilton, Lacey (2016) An exploration of the animal rights debate and an investigation into PETA’s campaigns and the use of shock advertising. MA dissertation, University of Portsmouth.

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    Abstract

    The issue of animal rights has progressively become a more mainstream concern for western society. This dissertation will focus on the animal rights debate; the objective is to defend PETA’s controversial tactics and campaigns. This will be conducted through offering a brief history of the issue identifying key figures in the debate of animal rights. This will be followed with a history of the organization People For The Ethical Treatment Of Animals (PETA) and the tactics they utilise, focusing on shock advertising and emotional appeal methods. A small quantity of online audience research will be conducted to gauge an idea of the impact these tactics have on the public’s perception of the organisation. This will be followed with an analysis of three of PETA’s campaigns ‘Holocaust On Your Plate’, ‘Rather Go Naked Than Wear Fur’ and ‘Ink Not Mink’. Finally, the dissertation will conclude with a summary of findings supporting and defending PETA’s advertising and campaign techniques, proving the organisation ultimately is a benefit to the animal rights movement.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Creative and Cultural Industries > School of Media and Performing Arts
    Depositing User: Jane Polwin
    Date Deposited: 09 Jan 2017 11:25
    Last Modified: 09 Jan 2017 11:25
    URI: http://eprints.port.ac.uk/id/eprint/22749

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