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© PETA |
This is a leaflet distributed by PETA (People for the Ethical Treatment of Animals) which is entitled “think before you eat.” My 15 year-old daughter is a vegetarian and is a strong believer in animal rights. She often speaks powerfully (translate: lectures) about the treatment of animals, the environmental benefits of vegetarianism, and how there are other food options besides meat. And I believe that she has a point – we eat very little meat. I was looking around on the web and found this leaflet on the PETA site. The pigs are so endearing that I just couldn’t resist them. The function of the advertisement is to inform about the plight of animals in the U.S. and persuade viewers to stop eating the cute little pigs. The text beneath the pigs states, “Every year in the U.S., more than 17 billion animals are killed in the meat, egg, and dairy industries.”
PETA has many advertising campaigns that appeal to many distinct age groups, ethnicities, and both genders. I believe that this one has universal appeal but may be a bit more focused on girls and women – just because the pigs are so darn cute. Of course, it could offend many because of the message and the stance of the group on animal rights – people tend to have strong beliefs on these subjects. Because PETA has gone to some extreme measures to make many political statements - against the fur industry, animal slaughter, animal experimentation, force-feeding of animals, animal cruelty, and many others - individuals could reject the advertisement just because of the messenger.
The overall composition is well-balanced in color and design. The title is shown in a dark green color block and the typeface is san-serif, fun, soft, and almost childish. The word “think” is in a large size which is further emphasized by the lighter shade of green. The rest of the title “before you eat” is white, flush right, and the word “eat” is bold for emphasis. The picture of the pigs cuddling in the grass on a bright, sunny day creates a tranquil image. The text (probably Helvetica) in white superimposed at the base of the photo states, “Every year in the U.S., more than 17 billion animals are killed in the meat, egg, and dairy industries.” Beneath the photo in a white footer block is the PETA logo and the text (both in the dark green color of the title block), “Call 1-800-VEG-FOOD or visit PETA.org for more information and delicious cruelty-free recipes.”
The photo is of interest in that it is a bit manipulative. It is taken at an angle looking up at the pigs making them seem angelic. Why would anyone want to eat these adorable creatures? They cuddle. They nuzzle. Comfortable. Lovable. And they are the most adorable shade of pink! The photo also shows a lovely day – green grass, trees waving in the background, blue sky. Happy, happy, happy feelings…
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© PETA |
The flier is nicely blocked out in 3 bands of information. It appeals to the audience for an emotional response on their part. Save the pigs by not eating them. The target audience is broad and the picture works to reach them emotionally. The peta logo is nice and interesting by using the italic e in the design. It pulls off the "not every thing is as black and white as you think" idea. The play of the words think and eat causes the audience to do just that. It does make it hard to want to eat those pigs or any meat. Most people wouldn't to day if they had to kill their own food.
ReplyDeleteLike you said i feel this is too manipulative. But really that's what advertisement is all about. This ad to me doesn't appeal, i don't get anything from this ad at all. The think before you eat words works well, but again this add really isn't appealing to me or having the desired effect it is suppose to have. I agree with the points you make on the PETA logo, its nice and simple.
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