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PETA’s New “Super Bowl Ad” Demeans Women

PETA’s New “Super Bowl Ad” Demeans Women

The controversy over PETA’s ads should be unsurprising to anyone who follows the organization; they have made a name for themselves by producing ads that demean and sexualize women in the name of animal rights.  In 2009, they tried to run a Super Bowl ad called “Veggie Love” which NBC declined to air, despite a $3 million offer, because it was too sexually explicit for TV.  The theory was that the whole ad was a stunt, and that PETA just wanted the publicity without actually airing the ads.

This year, they have another ad (which I haven’t posted because it’s NSFW, but you can see by going here), which models itself as the “casting session” for the first.  In it, women are shown posing in bathing suits and fondling, licking and caressing a series of (often-phallic) vegetables.  The tagline, “Vegetarians have better sex,” drives home the message that these women’s bodies are just sexualized tools for promoting a vegetarian diet.

PETA has also employed shameful scare tactics, like an ad which tells people to go vegan because “eating meat and dairy makes you fat.”  There, playing on insecurities about body image is the vehicle for their message, rather than sticking to emphasizing the healthiness of a vegetarian diet.

I was a vegetarian for many years, and I am very sympathetic to PETA’s message.  But I can’t respect any organization that shows such a blatant and repeated disregard for women, and is so willing to repeatedly employ sexualized, objectified female bodies as a publicity stunt.  If you want to take a tour of PETA’s past offenses, here’s a slideshow.

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Photo from Flickr.

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207 comments

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9:32AM PDT on Sep 13, 2012

Bill - are you referrin to ASPCA or SPCA? SPCA is an organization that is under investigation for bilking millions of dollars from people by claiming they fight to re-unite military dogs with their American trainer. The ASPCA is a great organization and one I've been a member for a long time. PeTA is a slaughter house and have actually gone into shelters taking out thousands of cats and dogs over a period of time with "we have loving home ready to adopt these animals" and then euthanized many of them after loading them in their own vans before they even got out of the shelter's lots. Read some of the depositions taken from employees.

5:02AM PDT on Sep 13, 2012

Bill C: "For every dollar you spend on PETA, they kill a kitten."
Well said. PETA had sent me a donation flyer along with stickers with my name and address. Curious, I researched them and was appalled to find that they kill 95 percent of their own shelter cats and dogs in Norfolk, Virginia while the SPCA in the same city has become a No Kill shelter. The SPCA obviously cares while PETA, unless one is a polar bear, does not.
Guess the abandoned pets are "contaminated goods" for associating with humans and are expendable.
PETA, PETA, you are shameless! PETA, PETA you are hardly blameless!
Little wonder they exploit women.

11:17PM PDT on Sep 12, 2012

Not only this, but PETA is a cruel organization that kills animals and abuses people's money!! Oh and by the way on charitynavigator.com they received only 1 out of 4 stars!!! While The Human Society of the United States and the Animal Welfare Institute both received 4 out of 4 stars!!
DOWN with PETA!!! Support other animal charities that are actually charities and help animals please!
PETA also supports BSL!!! Which is Breed Specific Regulation which is causing loving pit bulls to be killed all around the world!!
And PETA spends 29.7% of their money on their sick and twisted advertisements instead of actually saving animals! (information from charitynavigator.com)"

12:06AM PDT on Jun 8, 2012

Sheila, the Super Bowl is long over with. PETA's ad never aired, but the trailer was shown everywhere. People saw that and commented based on what little they did see. It was inappropriate and disgusting.

11:51PM PDT on Jun 7, 2012

How can anyone comment on something they haven't seen?

7:11PM PDT on Oct 8, 2011

I would have to see the actual ad campaign before I can comment whether it's right or wrong.
It may turn out to be quite interesting and arty.

1:53PM PDT on Oct 8, 2011

I would go one step further. I would rather be dead than wear some poor animals skin. This isn't the dark ages anymore and anyone who finds it necessary to kill a poor animal to wear it fur is the REAL "animal".

1:50PM PDT on Oct 8, 2011

I was a vegetarian for 2 years. If their message were true I would have remained one!

10:51AM PDT on Oct 8, 2011

follow the meoney./ lets hop they are doing this for the money to fight animal abuse. Millions in pron sorry gals

8:47AM PDT on Oct 8, 2011

Can't be any different than adds that promote cruelty to animals. Maybe it will actually open up some minds to animals cruelty.

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