Save The Whales
Daniel A. Annang
Department of English, the City College of New York
ENGL 21003: Writing for the Sciences
Professor Anna Voisard
In today’s digital age, where most interactions occur online, companies constantly seek innovative strategies to capture consumers’ attention in the saturated digital advertising landscape. This paper aims to analyze a provocative advertisement posted by PETA in April 1975.
PETA (People for the Ethical Treatment of Animals) is a renowned animal rights organization known for its opposition to the use of animals in various industries, including research, clothing, entertainment, and food production. PETA targets a global audience passionate about animal welfare by utilizing a myriad of approaches, such as public education, investigative reporting, research, animal rescue, legislation, special events, celebrity involvement, and protest campaigns.
The advertisement in question, displayed on billboards in Jacksonville, Florida, ignited a firestorm of public criticism. This paper will delve into a detailed analysis of the ad’s components and infer the underlying message conveyed by PETA. The ad features an animated backdrop of ocean blue, white, and brown hues and portrays a figure resembling a woman in a polka dot two-piece swimsuit. In the forefront of the image is a larger font of white text stating “save the whales,” accompanied by smaller red text beneath reading “lose the blubber: go vegetarian.” The blue background, characterized by its wavy nature with white outlines similar to tides, evokes an ocean setting. The brown hue, which coincides with the blue, resembles beach sand; together, the image evokes a beach setting. The figure, detectably female due to her attire, appears plus-sized, and this is evident from her pronounced love handles, upper-back folds, and the absence of a defined waistline. These findings provide a basis for further analyzing PETA’s intentions and message.
As an animal welfare advocate, PETA strategically utilizes the ocean backdrop to represent its commitment to protecting aquatic life from exploitation in various industries. By featuring the phrase “save the whales,” PETA seeks to draw attention to the plight of endangered whale species imperiled by human activities. However, there are many endangered aquatic species. The use of the iconic whale, renowned for its high body fat percentage (~35%), is, therefore, deliberate. PETA uses the whale in combination with the plus-sized woman to highlight a shared characteristic: high body fat composition. The use of the whale plays two roles: first, to suggest the endangerment of the species, and second, to compare obese women to whales. The ad uses the phrase, “Lose the fat: go vegetarian, “The term, lose the blubber is slang that means to lose fat. PETA suggests vegetarianism as a solution to save both the endangered whales and the obese woman from her “blubber”. While research indicates a correlation between vegetarianism and leaner body composition, PETA’s portrayal oversimplifies the complex interplay between dietary choices and overall health. Despite PETA presenting research-backed advice, it does not paint the whole picture of weight loss.
Additionally, the ad uses shame tactics to get its message across. Meat farming contributes to the emission of greenhouse gases, which accelerates global warming and affects the ecosystem of aquatic life. Furthermore, fishing gear is one of the ocean’s major pollutants, which endangers marine life. The ad therefore, has some basis suggesting vegetarianism as a way to save the whales. However, the issue is a global one, multifaceted, and doesn’t directly bear on the actions of obese women. The ad implies that obese people are solely responsible for the extinction of whales; they should therefore feel ashamed and lose weight to preserve life. This approach is demeaning and inaccurate; aquatic life extinction is a complicated issue influenced by pollution and climate change, among other factors. By blaming only obese individuals, the ad oversimplifies the problem and ignores the broader issues contributing to environmental damage. Solutions to problems like aquatic extinction need to consider all the factors involved.
In summary, PETA’s ad aimed to raise awareness about animal welfare and the importance of a vegetarian diet. However, it used simplistic and potentially harmful tactics. Comparing obese individuals to whales and implying they’re responsible for extinction oversimplified the issues. Advocacy groups like PETA must use thoughtful and inclusive messaging to address complex problems effectively. They should consider all factors involved and inspire positive action through a more meaningful dialogue.
Works Cited
Rosell, M., Appleby, P., Spencer, E. et al. Weight gain over 5 years in 21 966 meat-eating, fish-eating, vegetarian, and vegan men and women in EPIC-Oxford. Int J Obes 30, 1389–1396 (2006). https://doi.org/10.1038/sj.ijo.0803305
Ocean Conservation Trust. (2020, September 30). How Going Vegetarian Can Help Our Ocean World – Vegetarian Month. Retrieved from [https://oceanconservationtrust.org/how-going-vegetarian-can-help-our-ocean-world-vegetarian month/](https://oceanconservationtrust.org/how-going-vegetarian-can-help-our-ocean-world-vegetarian-month/)
