The People for the Ethical Treatment of Animals recently unveiled a new advertising campaign at Boston area colleges that specifically targeted pro-life students. The ads, which are supported by activists at Boston University, try to align pro-life arguments with animal rights viewpoints by displaying a newly hatched chicken and the words “Pro-Life? Go Vegetarian!” The PETA campaign is an attempt to show that eating meat is in conflict with pro-life views.
This campaign is the latest in a series of controversial PETA ads. One past ad encouraged drinking beer instead of milk because of the poor handling of cows in milk production.
These ads may catch some people’s attention, but they also diminish the credibility of the organization as a whole. While PETA activists are passionate about their beliefs, many readers of the ad may consider its advertising schemes too outrageous to be taken seriously, which could hurt the organization’s reputation.
According to its website, PETA does not have a position on abortion. By trying to attract pro-life members, PETA risks isolating pro-choice members of its organization. The campaign also may offend those pro-lifers who do not share PETA’s beliefs on animal rights. The ad campaign could backfire by offending precisely the students it is aimed at enticing.
Furthermore, the campaign devalues human life by equating it to animals’ lives. The ad makes the illegitimate implication that aborting a human fetus is comparable to killing a chicken for food. The comparison fails to make a logical connection between the anti-abortion argument and animal rights.
PETA is a very influential organization that has attracted the support of many activists and celebrities through the years. However, future advertising campaigns should tackle more believable, realistic approaches to educating the public on animal rights. By involving itself in the bitterly controversial abortion debate, PETA only stands to create enemies and isolate others.
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