Maggie
Durso-Smith
English
112
Fur is Far From Pretty
If you see someone wearing fur boots or a fur coat, do you
think that they are unattractive? “People for the Ethical Treatment of Animals”,
or PETA, thinks so. They put this bizarre yet powerful ad together. The woman
they chose as their model is Joanna Krupa. Her website states that “She has been
habitually voted amongst the ‘Sexiest Women in the World’, coined ‘Sexiest Top
Model in the World’ by
magazines across Australia, U.S., South Africa, the United Kingdom, France and
Germany. Playboy U.S. dubbed her the ‘Sexiest Swimsuit Model in the World’ and
Joanna is frequently discussed as one of the sexiest celebrities in the world” (http://www.joannakrupa.com/). Her reputation and her fame
are used to get PETA’s point across. Joanna is textbook pretty: long blonde tousled
hair, blue eyes, full eyelashes, perfect skin, and thin. She has perfectly
straight white teeth and pink lips. She also has this look on her face: a
fierce look in her sparkling eyes, and a smirky smile. She is also not wearing a shirt or pants,
just light pink lacey underwear, with a little bow on them. One thing sticks
out in this ad; the brown, longer than humanly possible, obviously fake, dry,
dead pubic hair sprouting from her underwear. Other than this disturbing flaw,
she is clearly made to look sexy. PETA made
her a stereotypically attractive, and a vision of what some people would call
perfection. However, this message is not about how pretty anyone is. This ad is
selling that fur is so powerful and transformative, that wearing fur will make
you ugly, inside and out.
Joanna is not the only detail that PETA
precisely planned out. The text on this image reads, in all caps, “Fur Trim:
Unattractive.” The “Fur Trim” part is in black and it is off to the side. “Unattractive”
is written in pink, and placed over her body. The pink colored text goes along
with the pretty and perfect, Barbie-like theme. The text saying “unattractive”
is placed over her as if it is a label or stamp. PETA is telling us that even
with all her perfection, she is dubbed unattractive because of the fur. The
caption under it sums it up well, once again in all caps “Don’t ruin your look
with fur trim”. Under that text her name is written in black, and “for PETA” in
pink. They included her name to show that this celebrity supports this idea,
hoping that her fans will too. Details
of this ad contribute to the theme of fur being powerful enough to change
someone images completely.
Now for the part that makes the
argument: the hair coming out of her underwear. We can assume that it is pubic
hair, which is the “fur” that is ruining her perfect look. No matter how pretty
you are, fur will ruin your image. Fur is powerful and strong enough to
completely destroy whatever positive reputation you have earned yourself. However,
pretty and ugly are not just on the outside. This ad is telling us that no
matter how good of a person you are; fur has the power to transform you into a
bad, unethical person. No matter how much charity work you do, no matter how
successful you are, if you wear fur, all that is destroyed. Wearing fur is
supporting animal cruelty, and that is what people will see in you. This ad is
selling that even if you’re the nicest or prettiest person in the world,
wearing fur is so powerful, it will make you ugly, inside and out.
The whole world can relate to having
a reputation, but this ad was targeted more precisely to certain people. On an
obvious note, the audience is for people wear fur. Although it is also targeted
at people who want to be what society sees as “pretty”. This ad is also aimed
at people who look up to Joanna Krupa. They could idol her in a way that they
just like her, and will do just about anything to be like her. If she is
against wearing fur, they will be as well.
On the other hand, it is for people who do not necessarily like her, but
people who aspire to be like her and her image, people who aspire to be
“perfect” and “pretty”. It appeals to
this audience because they will do anything to make themselves look perfect.
They will dye and damage their hair, put tons of makeup on, starve themselves
to get thinner, and more. If fur makes her
ugly, in all her perfection, it will make anyone ugly. PETA uses the power that
Joanna has on teens, and the pressure to be perfect to get their argument
across. If people are willing to do
anything that she does, they will look into this ad and see the power of fur,
and what it does to her image.
PETA is selling this message to try to stop people from
wearing fur, because in order to make fur clothing and shoes, animals are
tortured and killed. This ad does not really touch on the animal cruelty aspect
of fur, but the ugliness of it. I personally do not think this ad is effective.
For one thing, it is gross to look at, which makes viewers almost immediately
look away. When I first saw it, I scrolled past it as quickly as possible. I
think it has too much appeal to pathos. Although a strong appeal to pathos
could help an argument standing for something so controversial, the pathos are
directed at the wrong emotion. Focusing too much on the disgustingness of the
ad hinders to the emotion of how powerful the fur is. Her hair being in her
pubic area does not have anything to do with wearing fur. People do not like
looking at it, and therefore will not look into what it is selling. It does not
clue in to wearing fur being cruel, but ugly. I think that because of how
unrealistic and gross it is, it does not have the effect of it being ugly, just
weird. People are so distracted by the hair, that they do not take time to
assess the point PETA is trying to make. Overall, my opinion is that people
will get the general message, but maybe not the full point. Great risk is taken
when the model is shirtless, but when you add the pubic hair, it pushes it over
the edge. Fur being so powerful that it could ruin your image is what the ad is
trying to sell, but the ad could just be disturbing to look into.
Although it is eccentric, PETA made this ad, and people
know they advocate for animals. Despite the drama of this ad, people know it is
an effort to stop the abuse of animals. Every aspect of this ad, like the
model, style, and argument made are helpful to proving the point. PETA wanted
people to see how powerful fur was, in a drastic way. People often say PETA
crosses the line with disturbing pictures of animal cruelty. Although animals
are not even included in this image, have they done it again?