Answering vegetarian question Why PETA has used a

Answering vegetarian question

Why PETA has used a woman in its vegetarianism campaign? (15 marks) In your answer you must: -Analyze the representation of women in the source - Make judgements about why PETA has opted to use this approach for the campaign. Response structure You should aim for 3 paragraphs for a 15 mark response Paragraph 1= Discuss the representation of women you need to use terms such as: Iconography Sexualisation Stereotypical Objectification Body language How could you describe her body language? Could you make a comment on her clothing (or lack of)? Could you make a comment on her ethnicity? What about the actual image of her body? Can you comment on use of props/composition? Conclude with a statement about how women are represented. Firstly, the representation of women reflects an attitude which objectifies women. Typically in the media women are sexualized, in this advertisement, Angela Simmons in standing in a provocative posture which makes vegetarianism seem sexy and appealing. Her nudity makes her appear to be a sexual object, her body might be the prize if one were to turn vegetarian. Equally the editing of the image makes her appear flawless, something that might also be the reward for being a vegetarian. It could be argued that PETA has created an advertisement which is controversial because it portrays women as sexual objects with unrealistic beauty standards used to promote vegetarianism.

Paragraph 2 and 3. Paragraph 2 And 3 should address the second bullet point: Why has PETA used this representation in their advertising campaign? Why PETA has used a woman in its vegetarianism campaign? (15 marks) In your answer you must: Terms: -Brand identity/slogan -Hard sell/soft sell -Association -Composition -Vector -Command headline/reward headline There are several reasons why PETA may have chosen to use this representation of women. Firstly, the composition of the advert features a tinted background colour, The colour fades from dark to light. The light shade of colour could connote mystical purity and could also symbolyze positivity for being a vegetarian.

Paragraph 3 • Lastly another aspect which PETA utilises for its advertising strategy is by the green colouring of the Command Headline. The colour green is typically represented as a colour which has associations of health and eternity. And overall the colour green signifies positivity. It could be argued that PETA has deliberately used the colour green for their use of font to make people believe that if they go vegetarian they will become a much more positive and healthy person.