Extended Essay Example

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.