SACRIFICING ETHICS TO PROMOTE ETHICS

by Mike Kelley

Has anyone else noticed how PETA (People for the Ethical Treatment of Animals) have been relaying their information? Some of you may have heard about their campaign directed at children called “Your Mommy Kills Animals” or even the “Lettuce Ladies” who walk around wearing salad bikinis, and of course their most popular nude walks that boast “would rather go naked than wear fur”. 

PETA recently released a series of commercials that were banned from airing during the Super Bowl due to content. These commercials showcased everything from women stripping down to take a bath and relax by some candles with certain vegetables, to an injured woman returning home after her boyfriend went vegan and knocked the bottom out of her. Although they are very creative and entertaining to watch, what is PETA really trying to say?

I am currently taking a graduate level business ethics class and seeing this has really made me question PETA and the messages they are sending. I would safely assume that most males tend to care less about the well-being of animals compared to the average female. This brings me to question the intentions of PETA and their current campaigns. Why is an organization with the word “ethical” in their name really using suggestive advertising? The obvious answer would be they are targeting males, but that seems too obvious. PETA even launched a soft pornography website in the .xxx domain to make sure all audiences were reached. PETA spokesperson Lindsay Rajt commented, “We try to use absolutely every outlet to stick up for animals,” adding that “We are careful about what we do and wouldn’t use nudity or some of our flashier tactics if we didn't know they worked.”

I find it amusing that an organization that was based on ethics and ethical treatment is making decisions and taking an approach that some would consider very unethical. Being a male I can’t say that I am offended by the content, but is this really keeping female members around or turning them away? I know their “too hot” for TV commercials aren’t making me want to eat less meat or adopt a new pet, so what are they really accomplishing? I do, however, praise PETA for their creativity in some of their new campaigns. In the furthest stretch of my imagination I could have never pictured the content that they have recently released and the buzz it’s creating. I am also curious to see the result of these campaigns, and if or how their followers shift due to these commercials.

With the past that PETA has who knows what they will come up with next!