The
person in this ad for PETA is Joanna Krupa. “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.” PETA clearly picked her and her reputation for this ad. She is
textbook pretty, long blonde hair, blue eyes, big eyelashes, perfect skin, and
thin. She is clearly made to look sexy. Her hair is tousled, she’s not wearing
a shirt or pants, and her skin looks smooth and even. She also has this look on
her face as well, a fierce look in her eyes, and a smirky smile, with perfectly
straight and white teeth and pink lips.
She is only wearing light pink, lacey underwear, with a little bow on
it. Other than the obvious hair sticking out of them, PETA clearly made her to
be the typical vision of what men want, and a typical vision of perfection.
The text reads, in all caps, “Fur
Trim: Unattractive.” The “Fur Trim” is in black, and off to the side, and the
“unattractive” is pink, and over her body. The pink goes along with the pretty
and perfect, Barbie like theme. The fact that it is over her makes it seem like
a label on her almost, like a stamp on her, which, with all her perfection, is
still there just because of the hair coming out of her underwear. The caption
under it sums it up well, once again in all caps “Don’t ruin your look with fur
trim” The all caps makes the argument stronger, the voice in your head doesn’t
just read it, it almost yells it. Under that text says her name in black, and
“for PETA” in pink. The fact that they put her name in it shows that this
celebrity supports this ides, hoping that her fans will too.
Now for the part that makes the
argument, the hair coming out of her underwear, implying that it is pubic hair,
ruining her perfect look. It is brown, longer than humanly possible, obviously
fake, and looks dry and dead.
That no matter how pretty you are,
fur makes you ugly. But ugly is not just on the outside. This ad is telling us
that no matter how good of a person you are; wearing fur will make you a bad,
unethical person. This ad is selling that even if you’re the nicest or
prettiest person in the world, it will make you ugly, inside and out.
The audience for this ad, on an
obvious note is for people who wear fur, but it is also targeted at people who want
to be what society sees as “pretty”. This ad is aimed at people who look up to
Joanna Krupa. It could be in a way that they just like her, and do just about
anything to be like her. If she is against wearing fur, they will be as
well. But it is also for people who
don’t 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 their hair, put tons of makeup on, starve
themselves to get thinner, and more. Saying that it makes her ugly, in all her
perfection, means it will make anyone ugly.
PETA or “People for the Ethical
Treatment of Animals” made this ad. The ad is selling this message and image to
try to stop people from wearing fur, because in order to make fur clothing and
shoes, animals are tortured and killed. I personally don’t think this image is
effective. For one thing, it is gross, when I first saw it, I scrolled past it
as quick as possible. It has too much appeal pathos. The fact that her hair is
in her pubic area does not really have anything to do with wearing fur. People
do not like looking at it, and therefore will not look into what it is saying.
It does not clue in to wearing fur being cruel, but ugly, but because of how
unrealistic and gross it is, it doesn’t really have the effect of it being ugly,
just weird.
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