TOW #12: "Why love one but eat the other?"

Why Love One But Eat The Other?

An Advertisement by Mercy For Animals

This advertisement appeals specifically to pet owners and animal enthusiasts.

http://www.mercyforanimals.org/images/whyloveNYCBus.jpg

For many people, being a vegetarian simply isn't an option. For others, it's the only option. In an advertisement by Mercy For Animals, a non-profit organization, vegetarianism is projected as the logical, responsible, and emotionally "fair" option. Mercy For Animals is committed to spreading the idea of making animal-friendly (vegetarian) food choices through their various pro-vegetarian campaigns. In 2011, Mercy For Animals was named one of the most impactful organizations for animal welfare by Philanthropedia. One could argue that the ongoing debate between meat-seeking carnivores and animal-hugging herbivores has never been more intense. Every day, more and more information is surfacing about the controversial treatment of animals that are raised for food. This heart-wrenching advertisement attempts to sway meat-eaters towards the vegetarian path. Mercy For Animal's purpose of making and distributing this advertisement is to cast doubt into the minds of non-vegetarians. This advertisement appeals specifically to pet owners, who might look at this ad and realize that their beloved animals aren't that different from those they eat, likely on a daily basis. Also, the creators of this ad were very careful with which animals they used– dogs are one of the most widely owned pets, and bacon (the pig) is very popular across America– which serves to broaden the audience of their advertisement. Juxtaposition is the primary device that this advertisement employs. Putting a well-loved pet right next to meat makes for a dramatic and effective ad. The large text saying "Why love one but eat the other?" adds to the drama of the ad, but it also reinforces the previously mentioned juxtaposition. It didn't need to say which animal each part of the question referred to, which works excellently off the viewer's previous knowledge. I believe this ad had ever success it could have with respect to formatting and phrasing, but I believe this ad is ineffective because of its content. Upon further thought, I rationalized and reasoned and came to an answer to the question posed: one is domesticated, one is not. After removing the suspense and thinking through the message, the ad loses it's "shine".