These images were sponsored by Peta, the organization for the protection of the rights of animals. It is suggested that animals should not be used neither for food nor for clothes because of the ethical issues. The interpretation of these images is related to the fact that animals have their rights as living creatures who suffer. They cannot defend themselves and people need to provide them ethical treatment.
The viewers are directly engaged in these photos because of the fact that human body or its parts are present in each of them. The woman promotes better treatment of wild animals whose fur and skin are used for making clothes. It is suggested that it is natural for the animal skin to be on animals in jungle and not in people’s closets. The process of negotiaion in these images is related to the fact that people shouldput themselves in the position of unprotected animals. That is why there is a woman’s leg on plate in front of a chicken and human ears in a soup in front of a pig. People eat chicken and pork on a daily basis and that is why these animals were used for the creation of the ads. The process of interpretation is based on empathy and people are engaged because human body is used in all of the images. The negotiation means that people need to reflect on animal rights and on the harm they are doing towards them. These images promote the belief that people should not exploit animals for their personal benefit and that they should be vegetarian. Fur and animal skin should not be used for the production of clothes because that is unethical. These images are supposed to provoke shock because people are more prone to engage themselves in fighting for a cause if they are emotionally involved.
The process of interpretation relies on people’s good judgment and on the benefit they will have from preventing animal abuse. People are carnivores, but they can be vegetarians and vegans as well. It is not easy to persuade people from using animal skin for clothes and their meat for food because they have been doing so for thousands of years. It is a habit for people to use animals for their needs, but in modern times, animals suffer from bad treatment because of the conditions they are bred in. The earth is overpopulated and animals are kept in bad conditions which is not good for anybody. The environment suffers as well because of the human exploitation of animals. However, Peta focuses on animal rights and on the righteous treatment of animals who cannot defend themselves. People are engaged in these advertisements because of the fact that they have to treat animals better which means that animals should not be killed for food and clothes.
The negotiation means that people should put themselves in a position where they might be incapable of fighting for their rights, just like animals. There is also the representation of attractive women in Peta’s advertisements and the point is to raise public awareness. People need to become aware of the fact that they can lead healthier lifestyles and protect the environment at the same time. According to Peta, it is necessary for people to stop abusing animals. There is the request to become a vegetarian because it is a better alternative to animal exploitation. It is also stated that animal skin should not be in people’s closets, but in the jungle. The use of attractive human bodies emphasizes the emotional appeal of these advertisements. It is certain that the processes of interpretation, engagement and negotiation are related to the capability of people to feel empathy for the animals.
Works Cited
Exotic Skins Belong in the Jungle. Advertisement. Peta. N.p., n.d. Web. 30 Aug. 2016. <http://www.peta.org.uk/blog/helen-flanagan-exotic-skins-belong-in-the-jungle/>.
Be vegetarian - Chicken. Advertisement. advertolog. N.p., n.d. Web. 30 Aug. 2016. <http://www.advertolog.com/people-for-the-ethical-treatment-of-animals-peta/print-outdoor/be-vegetarian-chicken-3374305/>.
Be vegetarian - Pig. Advertisement. Coloribus. N.p., n.d. Web. 30 Aug. 2016. <https://www.coloribus.com/adsarchive/prints/people-for-the-ethical-treatment-of-animals-peta-be-vegetarian-pig-3374155/>.
