Analysis of PETA Advertisement - 1939 Words

Semiology is a useful tool in the analysis of media texts and allows the deeper layers of meaning to be revealed. According to Rayner, Wall and Kruger â€Å"semiology is an attempt to create a science of the study of sign systems and their role in the construction and reconstruction of meaning in media texts† (Image Analysis, 2004). The text that will be analysed is advertisement for PETA featuring Pamela Anderson, which aims to sell an ideology of beauty and femininity, as well as sexual empowerment through self-objectification (see appendix for image). This essay will analyse the chosen text through the use of semiology. The essay will analyse the connotations, denotations and myth of the text among other elements. The text is part of a†¦show more content†¦In this case, PETA are objectifying Anderson in order to promote animal rights— almost â€Å"selling† the vegetarian lifestyle. Semiotician Bob Hodge says that ideology identifies a unitary object that incorporates complex sets of meanings with the social agents and processes that produced them† (Ideology, 2013). Myth has a similar definition. According to Barthes, myth refers to â€Å"the hidden set of rules and conventions through which meanings, which are in reality specific to certain groups, are made to seem universal and given for a whole society† (Barthes, 1998). The text represents an ideology or myth of beauty and femininity. Beauty and femininity often go hand in hand as beauty is often seen as party of being feminine (Lazar, 2013). Beauty is defined by the norms of society and these conventional standards are what is expected of women. Anderson fits well within the societal norms, and therefore is considered beautiful. Feminists, especially ‘second wave’ feminists, have long condemned these beauty practices, and the beauty industry that profits from these practices, citing that these restrictive ideals of beauty are oppressive to women in general and promotes â€Å"lookism†, where women are constantly judged for their appearance (Lazar, 2013). â€Å"Lookism† has also been criticised for promoting an unhealthy obsession with body image (Lazar, 2013). However post-feminism has re-claimed these beauty practices as enjoyable and voluntary pursuits (Lazar, 2013). ThisShow MoreRelatedPeta Advertisement : An Analysis Of Pamela Andersons Body Organs?881 Words   |  4 Pagesadvisement is not. The Peta advertisement is offensive based on the bad portrayal that Peta has published about Pamela Anderson in a bikini with a body diagram of her body parts. The company Peta promoted there go meat diet for non-vegetarians to go vegetarian. The advisement shows the women as if she is an animal with labels of different cuts of meat on her body parts. The advisement is unacceptable because of the labeling on her body like she an animal, the statement Peta made saying † All animalsRead MorePeta s Use Of Visual Imagery As Rhetoric1979 Words   |  8 PagesPromoting Social Change and Animal Rights As one of the most well-recognized animal rights organizations, People for the Ethical Treatment of Animals, better known as PETA, uses different rhetorical techniques in order to convey their message that â€Å"it is the right of all beings - human and non-human - to be free of harm.† (peta.org) PETA has made a significant impact on the animal rights movement over the past 36 years through their persistence, campaigning, and advocating for animal rights. AccordingRead MoreEffectiveness of Celebrity Endorsements for Non-Profit Organization7714 Words   |  31 Pagesendorsed. RBUS2900 Business Research Method Assignment 2 Part B EXECUTIVE SUMMARY This proposal is written to address the concerns of PeTA in investigating the effect that celebrity endorsers have on the organisation that they endorse. In particular, three aspects of the celebrity will be analysed. Firstly, due to the high number of advertisement used by PeTA that feature near nude celebrities, this paper will analyse how does the physical attractiveness of a celebrity influence a consumer’s perceptionRead MoreCase Analysis for Yum! Brands Essay1313 Words   |  6 Pagesas traditional anymore; it is common to see a McDonalds in the middle of Wal-mart or at the mall. Consumers are also more educated and will not support companies that are not ethically responsible. For example, KFE receive a lot of bad press from PETA because of its unnatural way its treats and grows its chickens. To this end, KFC has not been able to meet it growth objectives. 2. Using the Porters Five Forces Model, assess the strengths of each competitive force in the fast food industryRead MoreLittle Do They Know : The World Of Advertising3080 Words   |  13 Pagesmass advertisement brings. The artists who create these advertisements may or may not know that their art holds certain symptomatic meanings that tie to a broader cultural context, but aside from being effective for their own agenda, they create social norms that create the platform for further advertising. The significance of these advertisements doesn’t come from those intending to send a message – it comes from the perceptions of the messages that are received. Of all the advertisements thereRead MoreMarketing Management Strategy of L’oreal Groups2776 Words   |  12 Pageshair-color. This study is a brief overview of the marketing concepts and strategy of the said company. The company profile will be presented to be able to give a clear view of the market to which the company belongs to. An internal and external (SWOT) analysis of the company will also be provided in this paper. Another area will be specifically devoted to the implementation of the marketing strategy of the company as well as the ethical issues raised by these marketing strategies. Company Profile Read MoreLevel 6 Essay2155 Words   |  9 Pagespersuade the viewer? Have they gone too far? Danielle Gough BA Visual Communication, Level 6 This essay will provide an in depth analysis into charity campaigns, their target audience and ways of communicating an idea, message and the methods used to persuade the viewer to donate or join the charity. In order to do this I will decode three images via semiotic analysis. Charity campaign techniques, symbols and signs , social and political issues used to persuade the viewer will be explored. The methodsRead MoreBusiness Ethics Kfc3137 Words   |  13 Pagesunder age employees thus company have to raise the wages rate and don’t pay it based on age. (wsws.org) 2.3 Suppliers Issues This ethical issue was happened at outlet of India in Bangalore on 20 August 2003. The People for Ethical Treatment of Animal (PETA) it’s an animal right protection organization against KFC because they are using the chicken are full of chemical and sell to the public. The chicken is full of chemical because an injection the chemical to fatten the chicken at the short period. ThereforeRead MoreAll over history, is written the advancements of medicine and technology through the involvement of2200 Words   |  9 Pageshave the ability to defend and fight for themselves. One of these groups is the PETA, People for the Ethical Treatment of Animals. Founded by Alex Pacheco and Ingrid Newkirk in 1980, this organization is one of the largest animal rights activists in the world. Though is it is well-known, this organization of activists is often persecuted for its tenacious movements and defiant civic manifestations. The goals of the PETA mainly focuses on stopping animal use in res earch laboratories, the fur industryRead MoreScm of Kfc13161 Words   |  53 Pagesidea of KFCs fried chicken actually goes back to 1930. The company adopted the abbreviated form of its name in 1991.[3] Starting in April 2007, the company began using its original name, Kentucky Fried Chicken, for its signage, packaging and advertisements in the U.S. as part of a new corporate re-branding program;[4][5] newer and remodeled restaurants will have the new logo and name while older stores will continue to use the 1980s signage. Additionally, Yum! continues to use the abbreviated name