Opinion

PETA commercial showcases women, not message

Millions of people across the nation attended Super Bowl parties Sunday ‘- and not all of them were concerned with whether the Arizona Cardinals or Pittsburgh Steelers came out on top.

Some went for the food, some to catch Bruce Springsteen’s halftime show and some to watch the commercials. But for those in the last category, there is at least one ad they never got to see on the silver screen.

NBC rejected an ad sponsored by animal rights group People for the Ethical Treatment of Animals (PETA) to run during its broadcast of the game. The ad promotes vegetarianism by showing females dressed in lingerie using vegetables to create sexually suggestive poses, with the tagline ‘studies show vegetarians have better sex.’

According to the New York Post, NBC Universal advertising standards executive Victoria Morgan said the ad was banned because it contains ‘a level of sexuality exceeding our standards.’

The organization’s using sex to bring attention it its cause is no surprise ‘- one of PETA’s trademarks is sponsoring billboards with photos of celebrities posing nude and the tagline ‘Fur? I’d rather go naked.’ The latest billboard campaign ‘- featuring reality TV star Khloe Kardashian ‘- was launched in December.

It is rather hypocritical that PETA, in fighting for the fair treatment of animals, neglects the fair treatment of women.’ Instead of constructing creative, informative ads about vegetarianism or animal treatment, PETA relies on exploiting women and sexuality to create controversy and put the organization in the spotlight. In doing so, however, PETA actually downplays the message it tries to spread.

Although the ad was not broadcast during the Super Bowl, thousands will undoubtedly view it online in the days to come. The ad will generate discussion, but talk will center on NBC’s decision to reject the ad, not the issue PETA wishes to be addressed. National attention will be focused on the ad’s nature, not PETA’s cause. To effectively promote its message, PETA needs to create ads that respect both animals and humans.

Leave a Comment