Articulating Identity: People for the Ethical Treatment of Animals and the Animal/Human Divide

People for the Ethical Treatment of Animals (PETA) faces a daunting task in creating support for animal rights and convincing individuals that they share substance with animals. PETA challenges the animal/human divide by articulating a shared identity through discursive and visual appeals. Their adv...

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Bibliographic Details
Published inWestern journal of communication Vol. 74; no. 3; pp. 309 - 328
Main Author Atkins-Sayre, Wendy
Format Journal Article
LanguageEnglish
Published Salt Lake City Taylor & Francis Group 26.05.2010
Taylor & Francis Ltd
Subjects
Advertisements
Advertising campaigns
Animal Rights
Animal rights movement
Animals
Articulation
Ethics
Identity
Nonprofit organizations
Otherness
People for the Ethical Treatment of Animals
Rhetoric
Social activism
Social Movement Rhetoric
Visual Rhetoric
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Summary:People for the Ethical Treatment of Animals (PETA) faces a daunting task in creating support for animal rights and convincing individuals that they share substance with animals. PETA challenges the animal/human divide by articulating a shared identity through discursive and visual appeals. Their advertisements invite viewers to see similarities to the Other, visually experience the Others' world, and visually break down differences between the two. A critical reading of select PETA advertisements leads to conclusions about the nature and function of these specific rhetorical campaigns, as well as to larger conclusions about visual rhetoric, articulation of identities, and social movements.
ISSN:1057-0314
1745-1027
DOI:10.1080/10570311003767183