All three of the organization incorporate images in order to get attention, spread their message, and gain support for their goals. They use vivid illustrations in order to his their audience's hearts with emotions of compassion, guilt, anger, and intrigue.
People for the Ethical Treatment of Animals (PETA)
PETA is an animal rights organization founded in 1980, focusing on animal welfare and protection issues. It rejects the idea of animals as property, and opposes all forms of speciesim, animal testing, eating animals or using animal byproducts, factory farming, and hunting, as well as the use of animals in entertainment or as clothing, furniture, or decoration.
PETA's slogan is "animals are not ours to eat, wear, experiment on, or use for entertainment."
The organization has been critiziced for some of its campaigns.
PETA seems to focus on the images that will turn people's heads. Alot of the current advertisements that they've used have been very racy, including naked women. They have been critized for being inappropriate in their visuals.
This group seems to have access to a large amount of funds to be able to make so many print ads, television commercials, etc.
Also, a prominent PETA protest tactic has been to throw red paint on individuals they see wearing fur jackets.
Society for the Prevention of Cruelty to Animals (SPCA)
The SPCA includes a number of animal welfare organizations whose opertations include protecting and providing shelter to animals in danger. The SPCAs are non-profit organizations that campaign for animal welfare and take in abused or abandoned animals, and help them to get adopted. The SPCA is a group that helps proetect sick and injured stray animals and animals in danger.
The images in their ads are not as scandalous as PETA's. Instead, their approach is softer and cuter, even. In one of the television ads, Sarah McClachlan, a famous musician, is one their spokespersons. In the commercial, one of her soothing songs is playing in the background and she is sitting on a couch with an adorable puppy. As the commericial plays, semi-sad images of animals are shown but they are not vivid or scary.
For the most person, they use persuasive tactics of a testimonial by taking the credentials from the singer and associating that with the organization. That way, supporters of this singer may be more inclined to support SPCA's cause. Also, the sweet images are meant to persuade people by think, "Aww! Look at that cute puppy! Of course I want to help them because they look so sad" but nothing more intense as that.
Animal Liberation Front (ALF)
The ALF is a name used internationally by animal liberation activists who engage in direct action on behalf of animals. This includes removing animals from laboratories and fur farms, and sabotaging facicilities involved in animal testing and other animal-based industries. According to ALF statements, any act that furthers the cause of animal liberation, where all reasonable precautions were taken not to harm human or non-human life, may be claimed as an ALF action.
The ALF is not a group with a member-base, nor does it have designated leaders.
They claim to be non-violent, but several of their actions seem to be pretty violent to me.
ALF is definitely on the opposite end of SPCA. Their approach is very aggressive and, I think, violent. Volunteers come together to cause destruction on animal testing facilities. Actual videos of their operations can be watched on-line.
Clean Water Actions Visual Images
When trying to find visuals for Clean Water Action, there was nothing to be found. I couldn't find photos of their actual activity or even ads that they make to promote their organization. The only thing I did find was there logo. Clean Water Action seems to be completely out of the press and media. Why is that? It seems like, especially with the soaring increase in technology, CWA would involve itself more with this medium. They would be able to gain so much more support nationally and maybe even internationally. Yet, it seems like they don't choose to do this. WHY?
The logo, in itself, seems to be very simple just like the organization. It is very neutral, and includes glittering generalities like, "our water, our health, our future." Even on their website, I couldn't find any negative stances they may have on the wrongs of the world or human beings. On the other hand, I don't see them overwelmingly bolstering their own organization. Maybe this is their biggest strength in disguise and I'm just not seeing it. I guess because I'm used to organizations glorifying themselves or hating on other groups, CWA's approach seems out of the ordinary. But just maybe people find this technique appealing. This may show that CWA is sincere in their cause and goals. The simplicity and neutrality in their logo tells alot about the social change group and their mission.
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