Extended Essay Example
Extended Essay Example

Extended Essay Example

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  • Pages: 4 (978 words)
  • Published: June 2, 2018
  • Type: Essay
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In my search of various websites, my focus is on how PETA utilizes distinct persuasive methods like "Away" persuasion to create animosity towards companies or corporations, or "Towards" persuasion to gain audience backing for the goal that PETA wants to achieve. I will examine how the stylistic traits, tone, mood, and structure differ among PETA's appeals to influence their target audience and convey their message accurately. PETA is the world's largest Animal Rights organization, with over three million members and 300 employees. The organization was created in 1980 by Ingrain Newsier, and it focuses on ending animal mistreatment specifically in factory farms, clothing trade, laboratories, and entertainment industries. PETA employs various tools including public education, cruelty investigations, research, animal rescue, legislation, special events participation of celebrities, and protest campaigns to communicate th

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eir message. In order to persuade or stop corporations from harming animals, PETA often engages undercover investigators who record videos used to educate the public about the four primary issues.PETA runs a shelter for maltreated, discarded, or abandoned animals, but despite its reputation as the largest animal rights organization, more than 90% of animals kept there are euthanized, even if they are healthy. There is also evidence of PETA bribing animal liberation groups and spokespeople to create an uproar. Analyzing PETA's online campaigns is the focus of an extended essay, specifically those targeting large and popular companies, which have animals involved in their businesses, and the potential impact on those businesses if they are exposed for cruelty. The front page of PETA's website is also significant as it serves as a crucial introduction to the organization.The importance of first impressions is evident in the

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decision to continue reading or not. Many factors, including language style, mood, literary techniques, and visual stimuli play a role in the creation of these impressions. Petal's website is a prime example of effective information transmission, as evidenced by the number of members who join. The website's use of persuasive techniques is also significant in influencing the audience's opinions and actions. Through analysis, the success of these techniques will be evaluated. One example of a campaign that uses persuasion is McCauley, which targets McDonald's and aims to persuade them to switch to a less cruel slaughter method called Controlled-Atmosphere Killing (CA). This method involves removing oxygen from the tanks, causing the birds to suffocate.According to courthouse regulations, slaughterhouses are not required to follow specific methods for killing animals. However, these regulations do acknowledge that using CA (controlled atmosphere) can be cruel, as it results in animals being choked while still alive. As an alternative to this method, PETA advocates using McDonald's approach of stunning animals before slitting their throats, while also highlighting the cruelty involved with the use of this method. To draw attention to their cause, PETA cleverly changed the word "Don's" to "Cruelty," making it easy for people to associate the beginning of the word "Mac" with McDonald's and ponder why the largest fast-food chain in the world is accused of animal cruelty. To achieve their goals, PETA created a campaign called McCauley that mimics McDonald's visual attributes, including the iconic red and yellow. The yellow "M" is still there to represent the famous Golden Arches, but added to it is an animated chicken with a gaping throat wound meant to represent the

slew of birds slaughtered inhumanely by McDonald's. Given this, people can witness that PETA's titles in red appear scratched or wasted just like McDonald's packaging design for their meals, making the paper bag look more natural and organic.PETA's campaign targets the general population and visually links it to McDonald's. The campaign also caters to specific groups like vegans, animal rights activists, and politicians who are interested in animal welfare. Young children can also be taught about the backstage of McDonald's, and the information can be used to protest against it. McDonald's slogan "I'm loving' it" is simple and understood worldwide, which PETA used to warn about bird mishandling with "I'm Haiti' it". To quickly provide insight into the campaign, its name was changed to "Insecurity". Four small phrases on the left side under the golden arches and slogan make readers think about McDonald's cruelty: "It's Mighty Cruel", "GO The Extra Mile", "There's More Than One Method", and "TO Torture or not to Torture".In McDonald's meal boxes, colored phrases of six large bolted words in yellow or light grey describe the burger. PETA has added their own phrases, including bloodstains or blood splatter, as part of a campaign to highlight cruelty and slaughter of chickens used in McDonald's. These recognizable phrases, such as "It's Mighty Cruel" (a replication of "It's Mighty Tasty") and "To Torture Or Not To Torture" (reminiscent of a famous Shakespeare quote), emphasize the decision-making power of workers in treating chickens with care or not during the slaughter process.The fourth weapon, "Take Action," includes the third phrase, "There Is More Than One Method," which ironically contradicts PETA's message in this campaign. PETA is

advocating for McDonald's to adopt the CA method specifically, rather than any other method. Therefore, the use of this phrase is primarily to grab the audience's attention rather than describe the campaign. Another slogan used in the campaign is "Go The Extra Mile," which is located on a subsequent webpage rather than in the main top bar. This is also a phrase used by McDonald's as "Going That Extra Mile." The two phrases have different meanings and both contribute to the message PETA is trying to convey. McDonald's sees going the extra mile as physically transporting to a McDonald's location, while PETA likely refers to making an effort to choose more humane and sustainable food options.

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